This is a guest post by Dana Watkins, Program Manager for the BIC and Founder of Snaply Sites.
Starting something new—whether it’s a business, a product, or a service—can feel overwhelming. There’s so much to do, and you might wonder when it’s the right time to create a “Coming Soon” page. The short answer? Sooner than you think. A well-designed “Coming Soon” page can generate excitement, collect leads, and build an audience before your big launch. I’ve seen it work wonders for clients at Snaply Sites, and I’m here to share what I’ve learned about when it makes sense to use one, and when it doesn’t.
When You’re Building Hype for Your Launch
If you have a clear vision and you’re ready to start building buzz, a “Coming Soon” page is a great way to get the word out. Use it to tease your upcoming project and create curiosity. Keep the messaging short and sweet, like:
“Something exciting is on the way! Sign up to be the first to know when we launch.”
“We’re working on something amazing! Join our list for exclusive updates.”
It’s all about giving people a reason to stay tuned.
When You Need to Collect Leads
A “Coming Soon” page is one of the simplest ways to start building your audience. Whether you’re growing an email list or looking for early supporters, this is your chance to capture interest before you even launch. Make sure your page includes a lead capture form and a little incentive, like:
Early access to your product or service.
A discount or bonus for being one of the first customers.
A free resource, like a downloadable guide or checklist.
I always tell my clients: the earlier you start building your list, the easier it will be to hit the ground running when you go live.
When You’re Testing Interest
Not sure if your idea is going to resonate with your audience? A “Coming Soon” page can help you test the waters. Monitor metrics like:
How many people sign up for your mailing list.
The level of engagement on linked social media posts.
The number of visitors to your page.
If you’re not getting much traction, it might be a sign to refine your concept or messaging. Think of it as your first opportunity to gather feedback.
When You’re Creating Partnerships or Collaborations
If you’re looking to bring on partners or collaborators, a “Coming Soon” page can help you showcase your vision. A polished page signals professionalism and shows you’re serious about your project. Include a call-to-action inviting potential partners to reach out and learn more.
When You’re Establishing Your Online Presence
Even if you’re not ready to launch, having a “Coming Soon” page on your domain helps stake your claim online. It lets people know where to find you and starts building trust early. Plus, it’s a great way to begin improving your SEO by establishing authority for your domain.
When NOT to Create a “Coming Soon” Page
As useful as a “Coming Soon” page can be, there are times when it’s not the best choice. Here’s when you might want to skip it:
If You Don’t Have a Clear Vision Yet: A vague or underdeveloped page can confuse your audience and hurt your credibility. If you’re still figuring things out, it’s better to wait until you have a clear message.
If You’re Not Ready to Engage: A “Coming Soon” page requires follow-through. If you’re not ready to send updates, engage with sign-ups, or follow up on inquiries, it might be better to focus on getting your ducks in a row first.
If It’s a Long Timeline: If your launch is months (or even years) away, a “Coming Soon” page can lose momentum. Consider creating a broader, more evergreen placeholder instead.
Key Elements to Include on a “Coming Soon” Page
If you’re ready to create your page, make sure it includes these essentials:
A Clear Message: Let visitors know what’s coming in one or two sentences.
A Call to Action: Encourage visitors to sign up, follow you on social media, or share your page.
Visual Appeal: Use clean, professional design and compelling imagery to create excitement.
Social Proof (Optional): If you already have testimonials or press mentions, include them to build credibility.
Contact Information: Make it easy for visitors to reach out with questions or inquiries.
Creating a “Coming Soon” web page can be a powerful way to build excitement and connect with your audience—but only if it’s done at the right time and for the right reasons. At Snaply Sites, I love helping clients get their ideas off the ground, and as website designers for small business, we know that a great “Coming Soon” page is often the first step. Just remember: It’s all about making a strong first impression. Keep it simple, stay clear on your message, and be ready to engage. That’s how you turn curiosity into connection.
