The Crowd Supply Guide: Basic Campaign Page Content


This article will help you create the basic content for your project’s campaign page. For a complete list of everything you’ll need to launch your campaign, see the campaign checklist.


Define Your Community

The first step in building your campaign is identifying the crowd who’ll support you. You need to spend some time defining your users and their use cases. What you come up with will inform the content of everything else in your campaign. We have some ideas and exercises to help you do this in The Guide’s “Write Your User” page.


Project Title and Teaser

The title and teaser are particularly important since they will be used in your project “tile”, the box that summarizes your project in a variety of contexts on Crowd Supply’s website. It will appear on your pre-launch page, on our “browse” page, and almost anywhere else your project is listed. It’s the content that will be seen by the greatest number of people, so it’s important to get it right. Make sure your title and teaser reflect the work you did in defining your community, that’s your target for this copy. Some of the exercises in the Messaging Milestone will help you come up with ideas for this content.

The title of your campaign should be a very succinct description of your product. Titles may be up to 36 characters, and should take one of the following forms:

  • product name e.g., “Superoven 5000”
  • product name: what it is e.g., “Superoven 5000: A Smart Phone-Controlled Baking Oven”
  • product name: action phrase e.g., “Superoven 5000: Bake Cakes with Your Phone”

Heading-style capitalization should be used only for the title:

  1. Capitalize the first and the last word.
  2. Capitalize nouns, pronouns, adjectives, verbs, adverbs, and subordinate conjunctions.
  3. Lowercase articles (a, an, the), coordinating conjunctions, and prepositions.
  4. Lowercase the “to” in an infinitive (I Want to Play Guitar).

Periods, question marks, emojis, and exclamation points should not be used in titles.

The name of your product should always be capitalized. Avoid the trend of having a lower-case product name; it’s a cliché and results in awkward constructions at the beginning of sentences. There’s no benefit to it.

The campaign teaser should be a brief (up to 255 characters), accurate description of the product being offered. Question marks and exclamation points should be used only sparingly, if at all, in the teaser. Avoid hyperbole and clearly describe your product’s basic characteristics, functions, and purpose. The teaser should use normal sentence capitalization and preferably should be one or more complete sentences.

The title and teaser together should speak to a general audience. They should explain what the product is and what it does in plain language free of specialized, technical jargon.

Prices should generally not be included in the campaign title or the teaser, unless that is a defining point of the campaign (i.e., the price for that particular item is truly groundbreaking). You should also avoid including the availability schedule.


Pre-launch Landing Page

A pre-launch page is used to start driving traffic to your campaign before it actually launches. It will consist of the title of your project, a very brief description of your project (including things like preliminary specifications, use cases, etc.), an image or video, and some basic brand/creator identification. See below for more details on pre-launch page content. Prospective backers will use the page to sign up for notification of when your campaign goes live. The pre-launch page is a great tool for judging initial interest in your project and for getting early feedback on your idea, features, and/or design.

The URL created for this page will be the same URL for the lifetime of the project. This means no dead links from old landing pages or emails and strong SEO. Your URL will be generated using your creator/brand name and project name, as in https://www.crowdsupply.com/acme/superoven.

For examples and inspiration, take a look at the current prelaunch pages on Crowd Supply.

Setting Up your Pre-launch Page

You’ll work with your project manager to get your pre-launch page built and put up. They will need:

  • Creator/brand name
  • Project title and very brief teaser (120 chars. max)
  • Concise description of the project highlighting the main features that make it interesting. This includes a short bullet list of planned features/functions, use cases, and preliminary specifications.
  • Product image
  • Optional video or additional images
  • Optional project updates (i.e., a brief update on progress towards launch)

Pledge Levels, Pricing, and Shipping

Prices should be whole-dollar amounts, and must include US shipping charges and fulfillment fees. Visit The Crowd Supply Guide article on Setting Funding Goals for complete information on setting prices and funding goals


Campaign Video

You’ll need a brief, high quality video that showcases your project, how it is used, and what problems it solves. For more advice on creating a campaign video, see our short but sweet outline for making a campaign video.


Photography and Other Images

You will need to provide high quality product photos and, in many cases, diagrams and charts. For advice and requirements for product photography, see the Campaign Photography page.


Campaign Body Content

The main text-and-images area of the campaign page is referred to as the “body”. Like your other materials, it uses the work you did in the Messaging Milestone to generate its content. It should contain:

  1. An overview that introduces your project, who it’s intended for, and what it does for them.
  2. A “Who Needs It and Why” section that explains in detail who the intended users are, what problems they have, and how the project can solve them.
  3. Use Cases section that provides examples of #2.
  4. A list of features and specifications of the product and its components. Don’t forget dimensions.
  5. Images of the product, alone and in action
  6. A comparison table showing how your project compares to the competition
  7. Your manufacturing plan
  8. Your shipping and fulfillment plan
  9. A section describing the risks and challenges to your project
  10. Links to support, documentation, and any other helpful resources

The “Write Your User” page is intended to help you generate a lot of this content. Note that press mentions, pledge levels, and other details are handled separately, outside of the campaign body text.

Formatting text

Crowd Supply’s campaign page and update authoring tools allow you to use Markdown formatting, a very simple, intuitive way of structuring text content for display as HTML. There are many good tutorials and guides for using Markdown, so spend a little time to learn the basics. You should be familiar with:

  • Markdown basics, paragraph structure.
  • Emphasis: italic and bold.
  • Lists and tables.
  • Code blocks
  • Images (including captions, title, and alt tags).
  • Links.

Delivery Schedule

This schedule is used to determine how many units of your product are available to backers and the expected ship date told to backers. A dynamic ship date will appear next to each pledge level that will change over time as more pledges are placed. This offers transparency so backers know when their order will ship. Note that it’s very important to issue updates on delivery schedules during your campaign. Your schedule should look something like this:

Pledge Quantity Price per Unit Ship Date
Widget 1 0 - 100 5.99 August 15, 2020
Widget 2 101 - 500 3.99 September 15, 2020

Creator Details

A “creator” refers to the people (or person) who are building a project. Sometimes this is an incorporated company, sometimes it’s a group of colleagues, and sometimes it’s just a single person. As a creator on Crowd Supply, you’ll have your own creator page, like this one:

https://www.crowdsupply.com/lime-micro

We’lll need the following to set up your creator page:

Company Description
Briefly introduce your company (or just yourself, if you work alone). This text is public-facing and will be used for all projects created by this company.

Company Logo
Please provide a PNG or JPG logo file. If you don’t have a logo, you can use a headshot of yourself. High resolution is preferred.

Company Homepage
Provide the URL for a link to your company’s homepage from your creator page.

Location
Provide your company/team’s location.

Team Members
Name, email address and title (if applicable). Private members will not be listed on the campaign page, but will receive questions submitted through the campaign page. Public members will both be listed on the campaign page and receive submitted questions. You should also provide an image to serve as an avatar to represent each of the public members on Crowd Supply. You can simply provide the image you want to use, or you can use a gravatar.com account.


Writing Style

Generally, Crowd Supply uses the standards described in the Associated Press’s (AP) style guide. For more information on writing for Crowd Supply, see our writing style guide.


Driving Traffic

Once the page is set up, you will need to take a very active role in driving traffic there. You’ll want to email contacts, engage social networks and online forums, and so on as described in the marketing and PR section.


Question not answered here? Contact us to see how we can help.


The Crowd Supply Guide: Table of Contents

For Everyone

For Backers

For Creators

Intro & Overview

Before Your Campaign Starts

During Your Campaign

After Your Campaign Concludes


Please send us your feedback on this Guide: guide-feedback@crowdsupply.com.


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