Before the launch: The power of a strategic Coming Soon page
Let’s face it: websites almost always take longer than expected.
Whether you're launching a new brand, expanding into a new offering, or building something from scratch — the process involves many moving pieces: refining your positioning, writing compelling copy, curating visuals, building the backend, reviewing SEO, and ensuring the entire experience feels as intentional as the service or product behind it.
It’s easy to think, “I'll just wait until the full site is ready.”
But here’s the truth: your brand has already started speaking — whether you’re ready or not.
First impressions in the digital world are often made long before you realise it.
Someone sees your name mentioned in a Facebook group. Another spot for your launch teaser on Instagram. A potential collaborator types your brand name into Google. They don’t see a polished site — they see a blank page, a "coming soon" with no context, or worse, a broken link.
In a world where perception is built in micro-moments, those early seconds matter.
This is where a Coming Soon page becomes not just a placeholder — but a powerful piece of your digital strategy.
Don’t underestimate the power of your first impression
Think of it as your brand’s foyer — the first space your audience steps into. Would you rather they enter a well-lit, thoughtfully designed space with a warm greeting… or a construction zone with no signage?
Your Coming Soon page is a chance to:
Tell your story (even in one sentence)
Reflect your standard of quality
Start building relationships early
Prepare your audience for what’s to come
It’s strategic, low-effort (when done well), and deeply worthwhile.
Whether you’re:
Launching a new e-commerce brand
Opening a clinic, studio, or consulting practice
Building a SaaS or digital product
Rebranding an existing business
Testing a new offer or market
A single-page placeholder site allows you to begin without rushing the full design and development process. It protects your brand reputation, builds early trust, and gives people a place to land while you’re building what’s next.
What makes a strategic Coming Soon page design?
Let’s be clear — this isn’t about throwing up a logo and saying, “Website coming soon!”
A strategic Coming Soon page is more than a band-aid. It should be a well-considered expression of your brand in its earliest form. At Gem Media, when we craft these early-stage digital touchpoints, we prioritise:
1. Clear, confident messaging
Your Coming Soon page should answer three questions quickly:
Who are you?
What are you offering?
Why does it matter?
Whether you’re a clinic opening soon, a founder developing a product or a service provider building a personal brand - your early audience needs clarity. Messaging should reflect your tone of voice, offer a strong sense of positioning, and make your value clear without overwhelming detail.
Example:
“A modern dental clinic designed around comfort, care, and continuity. Opening soon in Mount Eden — sign up to be the first to know when bookings open.”
2. Minimal, elegant design
Design is trust. Even before the full site launches, your Coming Soon page should look like the rest of your brand will feel. That means:
Thoughtful typography
Ample whitespace
Considered layout
Mobile optimisation
Brand colours and tone carried through
Regardless of your chosen industry - polish equals credibility. You want this page to reflect the professionalism, clarity and consistency that clients or customers can expect from working with you.
3. An email opt-in (or a clear Call To Action (CTA))
The most important function of a Coming Soon page? Capturing interest.
At minimum, you should include an email sign-up form (connected to your CRM or email tool) so people can:
Express interest
Stay informed about your launch
Get updates or pre-access to bookings
Even better? You can turn that form into the beginning of a pre-launch funnel — with an automated welcome sequence, early bird offers or event invites.
SEO Tip: Don’t miss the opportunity to start showing up on Google
One of the biggest missed opportunities we see is when people wait until their full site is ready to publish anything.
Even a simple one-pager, with thoughtful copy and proper metadata, can begin building your domain authority with Google. That means by the time you’re ready to launch, you’re not starting from scratch — you already have digital momentum.
Google starts indexing the moment your page goes live — so start early.
Let it be shareable
When you publish your Coming Soon page, share it.
Put the link in your Instagram bio
Send it to your waitlist or interest group
Share it with your network
Add it to your Google Business profile
Include it in media pitches or applications
The page becomes your temporary digital home — and if done right, it builds a bridge between in progress and open for business.
Ready to turn clicks into clients?
We understand the critical role your website plays in your business’s success. Our website audits identify opportunities for improvement, ensuring your site not only looks great but performs at its best.
