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How To Design A High-Converting Kickstarter Pre-Launch Page

  • May 1
  • 2 min read

Updated: 4 hours ago

What you'll learn:


  • How to design each section of a pre-launch page

  • Image specs that Kickstarter recommends

  • How to use community goals, demos, and trailers

  • Using these practises will separate your campaign from failed ones


Use a capsule image, headline and subtitle for your Kickstarter pre-launch page.

  1. Capture Attention With Your Capsule Art / Hero Image


Capsule Art / Hero Image

  • Include game logo and platform icons

  • Use the F-pattern as a visual guide for the viewer's eye

  • Include dominant brand colours, key characters, or weapons

  • Layer background and foreground elements for depth


Spec: 1024 × 576 pixels



  1. Project Title


  • Concise, catchy, and descriptive of your game

  • You have 60 characters — use all of them


Spec: 60-character limit



  1. Subtitle


  • Expand on the title with genre, core mechanic, or setting


Spec: 135-character limit


If you're looking for examples on how to create a catchy project title, check out this blog here.



Use banners and images or GIFs to showcase your USPs in your Kickstarter pre-launch page

  1. Headlines and Banners


  • Use graphic headlines to introduce new sections quickly

  • Highlight USPs (unique selling points) in each banner

  • Match brand colours throughout


Spec: 700 × 50 pixels


  1. GIFs And Images


  • Use GIFs to show gameplay — short clips, high impact

  • Use still images for rewards, characters, and detail

  • Convert video to GIF at ezgif.com


Specs: 1024×576 (16:9) | 1200×1200 (1:1) | 1350×1080 (5:4)


Community goals, demos and trailers are great ways to get followers more engaged with your Kickstarter pre-launch page

  1. Community Goals


  • Community Goals are a great way to get your core followers and new followers engaged in your Kickstarter.

  • Use a point-based system where, when you reach certain milestones such as Kickstarter Followers, Steam Wishlists, Discord Members or Social Media following, to unlock rewards. 

  • Rewards can be in-game extras: skins, side quests, DLC

  • Carry goals into the live campaign to keep backers engaged


  1. Demo


  • Link to your demo so visitors can play before backing

  • Only publish a demo if it represents your game well


  1. Trailer


  • Place your best trailer near the top of the page

  • Aim for 2–3 minutes; hook viewers in the first 30 seconds



Key Takeaway


Creating a high-converting Kickstarter pre-launch page isn’t just about collecting email addresses or building hype — it’s about laying the groundwork for a strong, confident campaign launch. From choosing the right type of landing page to driving targeted traffic and managing realistic conversion expectations, every step should support one clear goal: turning interest into backers on day one.


By applying the best practices outlined in this guide — and consistently nurturing your audience through email, ads, and content — you can dramatically increase your chances of hitting that critical 30–40% funding milestone early. That early momentum is often what separates funded campaigns from those that fall short.


Take the time to plan your pre-launch strategy with intention, and you’ll give your game the best possible shot at success when your Kickstarter goes live.

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