What should a product launch landing page include?

A hero film, an interactive look at the product, proof, specs, a clear offer and a one-field waitlist, in roughly that order.

How do I build a pre-launch website?

Start with a teaser page on the final URL: hero loop, one line of positioning and an email field. Add 3D, specs and the date as launch gets closer.

Should a launch page be a separate site or part of my store?

Ideally the launch page is the product page on your main domain, so links and search value stay with the product after launch.

How fast should a launch page load?

Aim for Google's "good" Core Web Vitals: LCP within 2.5 seconds, INP of 200 ms or less and CLS of 0.1 or less.

Product Launch Website: Anatomy of a Launch Page That Sells

A product launch website should do six jobs in this order: stop people with a hero film, let them inspect the product (ideally in 3D), prove it is real, answer the spec questions, make the offer, and capture anyone not ready to buy. Before launch it runs as a pre-launch website with a waitlist; on launch day it must load fast under a spike, track every click and degrade gracefully.

The six sections of a product launch landing page

#	Section	Job	Common mistake
1	Hero film	Make the product feel like an event in 5 seconds	A 40 MB video that blocks the page
2	Product in 3D	Let people inspect form, finish and scale	A spinning model with nothing to discover
3	Proof	Show it exists and works	Generic testimonials before anyone has used it
4	Specs	Answer the "but does it..." questions	Burying dimensions and price in a PDF
5	Offer	Price, editions, shipping date, button	Hiding the price below five scroll-screens
6	Waitlist / notify	Capture the not-yet-ready	Asking for eight fields

1. Hero film

The hero is a trailer, not the full ad: a loop or 6–15 second cut that reveals the product and states one line of positioning. On the web it should be a muted, autoplaying, inline video. Apple's WebKit allows muted videos with playsinline to autoplay inline on iOS; without those attributes, iPhones show a play button instead.

Diagram of a launch film structure: hook, tension, reveal, proof and call to action across a 30-second timeline, with 6 and 15-second cutdowns — The beats of a launch film. The web hero usually takes the hook and reveal; the full cut lives lower on the page.

How the full film is built, beat by beat, is in product launch video examples.

2. The product in 3D

This is where a launch page beats a social post. Let visitors rotate the product, switch finishes, or scroll through an exploded view. Scroll-driven sequences work well here, as long as each step teaches something; see scrollytelling website examples for how to plan them. For the embed options, from model-viewer to custom Three.js, read how to put an interactive 3D model on your website.

3. Proof

Before launch there are no reviews, so use proof you control: real footage of the product in use, material origins, press or retailer quotes, the team, warranty terms. Never invent reviews.

4. Specs

Dimensions, weight, materials, compatibility, what is in the box. Put them in HTML text, not inside the canvas or an image, so they are searchable and screen-reader friendly.

5. Offer

Price, editions, ship date, returns and one primary button, repeated in a sticky bar on mobile. For pre-orders, say when it ships and when the card is charged.

6. Waitlist or notify me

Email only, one field. Say what people get (early access, an edition, a date) and confirm the address immediately.

From pre-launch website to launch page to product page

Keep one URL for the whole lifecycle:

Teaser (weeks before): hero loop, one line, waitlist. Little else.
Pre-launch (days before): add the 3D product, specs and the date.
Launch: switch the waitlist to the offer at a set time, ideally with a scheduled deploy, not a manual edit at midnight.
After launch: the page becomes the evergreen product page and keeps every link it earned.

Launch-day operations checklist

Load

Static or cached pages on a CDN so a spike hits the edge, not your server.
Video compressed and hosted on a video CDN, with a poster image that paints immediately.
Page speed targets: Google's "good" thresholds are LCP within 2.5 s, INP of 200 ms or less and CLS of 0.1 or less, measured at the 75th percentile of visits.
3D after first paint. Utsubo's WebGL SEO guide warns that on a Three.js hero "the LCP element is usually the canvas", and recommends a real image or headline rendered before any 3D. Lazy-load the 3D bundle after that.

Analytics

Events for hero play, 3D interaction, spec opens, waitlist sign-up, add to cart and checkout start.
UTM conventions agreed with whoever runs ads and email before launch.
A staging dry run with real, refunded purchases.

Fallbacks

A static image when WebGL is unavailable or the device is weak.
prefers-reduced-motion respected (MDN), and a pause control for any auto-moving content that runs over five seconds, which WCAG 2.2 criterion 2.2.2 requires at Level A.
Every section readable as plain HTML if JavaScript fails. Utsubo's rule applies: every meaningful page state must exist as crawlable markup before the renderer boots.
A sold-out state designed in advance, with the waitlist ready to switch back on.

Product Launch Website: Anatomy of a Launch Page That Sells