---
id: seed:copy-patterns/coming-soon
title: Coming soon / prelaunch page copy patterns
source_type: seed_copy
priority: warm
---

Coming soon pages convert intrigue into email signups. The visitor has found something interesting but can't use it yet — copy must communicate what they'll get and why it's worth waiting for.

---

**Coming soon headline patterns:**

| Pattern Type | Template | Example |
|--------------|----------|---------|
| Mystery-led | "Something big is coming for {audience}" | "Something big is coming for engineering teams" |
| Outcome-led | "{Outcome} is almost here" | "Deploy friction is about to disappear" |
| Countdown | "{Product} launching in {timeframe}" | "The last deployment tool you'll ever need. Launching Q1." |
| Teaser | "We're building {category}. Better." | "We're rebuilding CI/CD. Better." |
| Waitlist | "Join the waitlist for {product}" | "Be first to try Acme. Join 3,000+ on the waitlist." |

---

**Subheadline patterns:**

| Headline Type | Subhead Pattern | Example |
|---------------|-----------------|---------|
| Mystery | "The tool {audience} have been waiting for" | "The deployment tool engineering teams have been asking for" |
| Specific | "{Feature 1}, {feature 2}, {feature 3}." | "One-click rollbacks. Real-time dashboards. Zero friction." |
| Problem | "We're solving the problem that costs you {X} hours/week" | "The problem that costs your team 6 hours every deployment" |
| Authority | "From the creators of {known product}" | "From the team behind the tools 50,000+ devs use daily" |

---

**Value proposition copy:**

**What it does (1-2 sentences):**
- "A deployment platform that auto-rolls back failed releases before users notice."
- "The CRM that actually learns your sales process instead of fighting it."
- "Analytics that write themselves — insights surface without dashboards."

**What it solves:**
- "Engineers lose 6+ hours per deployment dealing with failures that should be automatic."
- "Sales teams spend 40% of their time updating spreadsheets instead of selling."
- "Marketers wait days for analyst to build reports that take hours to understand."

---

**Feature preview copy:**

**Teaser format (no full specs):**
- "One-click deployments" → "Deploy in one click, rollback in one click."
- "Real-time analytics" → "See everything as it happens, not after the meeting."
- "Team collaboration" → "Everyone stays in sync, from first commit to production."

**Don't over-spec:**
- Bad: "We use Postgres 15.2 with read replicas across 3 regions"
- Good: "Your data is always available, always backed up, never leaves your region"

---

**Social proof for prelaunch:**

| Type | Copy |
|------|------|
| Waitlist count | "3,000+ developers already on the waitlist" |
| Early interest | "500 teams requested early access" |
| Beta signup | "1,200 designers joined the beta" |
| Quote | "This is exactly what I've been waiting for." — [Person] |

---

**Email capture copy:**

**Headline patterns:**
- "Get early access"
- "Be first in line"
- "Join the waitlist"
- "Get notified when we launch"

**Subtext patterns:**
- "We'll email you when it's ready. No spam, ever."
- "Join the waitlist — be first to know when we launch."
- "We'll send you one email when we go live. That's it."

**Input placeholder:**
- "Enter your email"
- "Your work email"
- "Get early access"

---

**CTA button copy:**

| CTA Text | Use Case |
|----------|----------|
| "Join the waitlist" | Primary email capture |
| "Get early access" | For waitlists with tangible benefit |
| "Notify me" | Simple notification |
| "Reserve my spot" | Scarcity-based ("limited beta") |

---

**Launch timeline copy:**

**Countdown patterns:**
- "Launching {Month Year}"
- "Coming in {X} weeks"
- "ETA: {specific date}"
- "Beta opens {date}"

**Update patterns:**
- "Week of {date}: {milestone}"
- "Phase 1: {date}. Phase 2: {date}."

---

**Coming soon section copy:**

For use within other pages (not standalone):

| Context | Copy |
|---------|------|
| Feature not ready | "Coming soon: {feature}. Want early access?" |
| Product not launched | "Launching Q2 2026. Get notified." |
| Region not supported | "Coming to {region} in {timeframe}" |

---

**Privacy/expectation copy:**

| Element | Copy |
|---------|------|
| Privacy reassurance | "We'll only email you when we launch. No spam." |
| Data handling | "We don't sell your email. Unsubscribe anytime." |
| Expectation setting | "You'll get one email when we launch. That's it." |

---

**Beta/prerelease copy:**

For invite-only or beta access:

**Beta headline:**
- "Private beta access"
- "You're invited to our beta"
- "Early access program"

**Beta CTA:**
- "Request beta access"
- "Apply for early access"
- "Join the beta"

**Beta subtext:**
- "Limited to 500 teams. Acceptance notification by {date}."
- "We're letting in 50 teams per week. Apply to secure your spot."

---

**What to avoid in coming soon pages:**

- Overpromising features that won't ship
- No timeline or vague timelines ("coming soon")
- Requiring too much information to join waitlist
- Landing page with no way to stay updated
- Not setting expectations about what "coming soon" means
- Fake social proof ("10,000 on waitlist" when it's 50)

---

**Copy rules for coming soon:**

- Tease enough to build interest, not so much that it falls flat
- Be specific about what they'll get
- Set clear timeline expectations when possible
- Make joining the waitlist frictionless
- Communicate what happens after they sign up
- Keep brand voice consistent with launched product