How to Write a Kickstarter or Indiegogo Campaign Page

The overall goal of a crowdfunding campaign page to entice backers to support your big idea. It should not only explain and showcase your product, but it should also stand out from competitors raising funds in the same space. While this may feel overwhelming at first, we’ve compiled seven key steps to help you create a compelling crowdfunding campaign page.

1. Determine your unique selling point.

What makes your product stand out? Do some competitor research to find out how similar brands portray their products and what features they offer. Determine what sets your product or company apart from the rest and build on that feature. This is a good time to take a look at your competitors’ price points, too.

Next, determine what problem your product solves. How are you going to make the lives of your backers and future customers easier? Find the hole in the market that your product fills and use that to show how your product will make a difference.

2. Prototype your product.

Before building a campaign page, you need a product to showcase. Prototyping is a crucial part of the process. You’ll want to make a functional prototype to help give backers confidence in your project. Going from concept to tangible product is a journey, and while it doesn’t have to be perfect to build out a campaign page, it does need to look good and work well enough to show the viability of the idea and compel people to support it.

3. Compile your assets.

Once you have your prototype ready, schedule photoshoots to gather images and videos. Create a script for your campaign video and a shot list for your images to ensure you have everything you need for your campaign. Demonstrate your product in your video, film testimonials and create GIFs to help explain how your product works.

You’ll want to use high-quality images, videos and graphic designs on your page. Include product images as well as lifestyle images throughout your page and in your other marketing materials, too.

4. Draft your rewards.

Rewards should be worthwhile to backers. Backers want to be a part of something new, so position your rewards as a way to thank them for supporting your project.

Keep your rewards simple. They should be easy to see on the page and the offering should be straightforward. If you are struggling to write rewards, check out these additional tips for crafting your Kickstarter marketing strategy.

5. Create a page outline.

When you begin writing your crowdfunding campaign page, start with an outline. Throw all of your ideas into a document and prioritize them. Think about how you want to pitch your product and what you want your backers to know and remember. Write and rewrite your copy as you build the bones of your page.

Once you have the copy written, begin adding images, GIFs and visually appealing graphics. Remember, your outline will be the guide to help organize your page and provide inspiration as you build your campaign.

6. Connect with your audience.

It’s important to find ways to connect with your audience during the crowdfunding campaign. Consider where you started, what your inspiration was, or what your big plans are. Write a compelling story that showcases your product and helps to instill confidence in your audience.

It’s also important to be transparent throughout the campaign page. Your story should be honest and accurate. Don’t oversell or overpromise.

Once you’ve built the page, launch it. The journey doesn’t end with the launch button though. Answer questions from your backers as often as possible and send surveys when you need extra information. The more transparent you are, the more credible you’ll be to your backers.

7. Bonus tips.

Don’t rush your campaign page. Write multiple drafts, try different angles and get creative. Also, ensure that you have plenty of time to proofread your copy!

You should also take advantage of the campaign page preview option. Once your page is built, send a preview to a few trusted people such as team members, close friends or even family members. A person outside of the project may have a new idea or may have questions that aren’t answered on the page.

Work With a Proven Crowdfunding Agency

Are you ready to build a campaign page? If you need help with your Kickstarter campaign page design or copy, reach out to Enventys Partners. We’ve worked with a wide variety of projects in every category and have the experience to help your campaign succeed.