A waitlist is a short landing page with one promise and one email field, plus a habit of writing to the people who join. Fill it from communities, your build-in-public posts and early-stage directories, email the list every week or two with real progress, and invite people in small batches so you can learn from each group.
The waitlist page
- A headline that says what the product will do and for whom.
- One image or mockup so it feels real.
- One field: email. Every extra field lowers signups.
- A line on what happens next: "We'll invite people in batches starting in [month]".
- Optional: one question after signup, like "What would you use it for?". The answers are gold.
Where signups come from
- The people you talked to while validating the idea.
- Communities where your audience talks about the problem, following each one's rules.
- Your build-in-public posts.
- Early-stage directories such as BetaList, which exist to send early adopters to products before launch.
- A short note at the end of anything useful you publish, like a guide or a free tool.
Keep the list warm
A list you never email goes cold; by launch day people have forgotten why they signed up. Send a short update every week or two: what you built, what you learned, a screenshot. Ask for replies. People who reply are your future first customers and best testers.
Invite in batches
Let people in a small group at a time. Each batch shows you where people get stuck before the next group arrives, and "you're in" emails feel like a reward. Start with the people who replied most.
On launch day
Email the whole list with the launch link and one ask, such as "try it and tell me one thing to fix" or "leave a comment". A warm list is what gets a launch off the ground in its first hours. Our launch post templates help with the wording.
Launch to your waitlist on IndieLaunch
Give your list one free launch page to visit, comment on and share.
Frequently asked questions
- How big should my waitlist be before launch?
- There's no magic number. A few hundred engaged people who open and reply to your emails is more useful than thousands who signed up and forgot.
- What should I send to my waitlist?
- Short progress updates with a screenshot, a question asking for their input, and invites when spots open. Keep each email focused on one thing.
- Should I use a waitlist tool or build my own?
- Either works. A simple form connected to your email provider is enough to start. Choose whatever lets you email the list easily and export it later.