One Question, Six Creators: What Makes a Good Project Page?

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Clockwise from top left: Kit Hickey, Cori Olinghouse, Aaron Rasmussen, Steve McGuigan (1/2 of Bitbanger Labs), Brian Foo, and Jake Parker
Clockwise from top left: Kit Hickey, Cori Olinghouse, Aaron Rasmussen, Steve McGuigan (1/2 of Bitbanger Labs), Brian Foo, and Jake Parker

We’re always interested in how creators can best share their ideas with the community, and having an informative and compelling project page is one of the first steps to doing so! We asked creators from several categories about what they think is important to consider while building a project page.

Cori Olinghouse (Ghost lines LIVE, Dance): Make it as visually engaging as possible! People don't want to spend endless time reading text - it's wonderful when it's direct, sincere, and you bring people into your process in the most dynamic way possible.

Jake Parker (DRAWINGS, Comics): The project image that you pick is the same image that shows up on the projects page, so it’s going to be this tiny thumbnail, but it’s also going to be this big image at the top of your project page. 90% of people are just going to see this as a thumbnail, so I think it needs to work more as a small image than it does as a big image. If you look at my last project, I made the letters huge. I wanted to make sure that tiny thumbnail was very clickable. My advice is to not just think about the page, but think about how your project will exist outside of the project page on the rest of Kickstarter.

We’re living in this time where attention spans are short, and imagery is a key factor in how we process information. Your Kickstarter page should have lots of pictures. If you’re going to write out lots of words, break it up into smaller chunks. Long text can get boring and tedious, and I’m less likely to sift through a giant paragraph, than through bullet points. That said, you do need to tell your story, but you need to tell it in an easily digestible way.

Make sure your image for your video is a nice, iconic piece of artwork that looks great small as well as big, have lots of pictures on your page, show pictures of things they’re going to get when they back you, show pictures of your project, bullet point style or short snippet style of writing.

Kit Hickey (Ministry of Supply: The Future of Dress Shirts, Fashion): Spend a LOT of time thinking about what your story is. For example, we spoke to over 150 people about how our Apollo shirt would improve their life. This enabled us to tell our story in a way that showed this wasn't just a shirt: instead, it is something that really would make you feel more confident throughout your day, enable you to perform better and become a part of your daily life. Telling this story is the most important thing on the page.

Aaron Rasmussen (Mr.Ghost: iPhone EMF Detector, Technology): Be clear about what your project is at the top of the page. Include any relevant information on technical specs etc. When I'm glancing over a kickstarter project, I always read a little before watching the video. If the video is beautiful but the written part is a disaster, I may never see your beautiful video.

Back some projects, watch a ton of project videos, read a lot of body copy. Check out other projects that were successful in your category, and use the video ideas that you like.

Put some thought into your rewards. Write them clearly. Make sure people understand what they're getting. BlindSide was difficult to make multiple rewards for. It seemed like you either wanted the game or not. Michael and I thought about it and came up with doing a customized version at the high end, which three people did and we thoroughly enjoyed making. At the low end, the reward was half of the game. Have friends review your project description and make edits for clarity. You'll be very close to your project, so you need some impartial eyes to help you determine if you're skipping important concepts or belaboring unimportant ones.

Brian Foo (Continuous City, Publishing): Tell a story, show that you're a normal person, be as genuine as possible, make your pitch clear (i.e. someone can repeat it to someone else), have good sound in your video.

Steve McGuigan (pixelstick - Light painting evolved, Technology): Beg, borrow, or steal talent and equipment to make your video and copy as inviting and polished as possible. You are asking people to put their trust in you, the least you can do is present your idea well.

Further Reading

Comments
    1. Yinyamina and Trexrell on

      Thanks for that info.

    2. Kate on

      thank you all for great advices :)

    3. chase pashkowich
      Superbacker
      on

      Great tidbits here. Bookmarked.

    4. Daniel D Walker on

      I cannot express enough how vitally important your advice is to not only myself, but to anyone thinking about starting a Kickstarter project....I will take the advice to heart and incorporate it into my project...thanks for sharing the info......

    5. Lachezar Draganov on

      Great thoughts guys! Much appreciated!

    6. Carl "Charlie" Holthausen on

      Thanks, great ideas and suggestions... This is my first time!

    7. Jeff Davenport on

      Much appreciated comments, I'm glad to be here , will keep it real as we move onward and outward together lol's , thanks for sharing !!

    8. Manuel Martinez on

      Thanks for the ideas and suggestions... This is my first time!

    9. Nancy Stone on

      Thanks, It is always helpful to hear advice from somebody with experience

    10. Missing avatar

      Pedro on

      Great advice thanks!

    11. René Kastermans on

      Thanks for your advice, Its the first time on Kickstarter for me.

    12. Missing avatar

      Donna Hopkins on

      Excellent suggestions. Thanks to all!

    13. Zaid Abu Hamdan on

      Now it all sounds scary... but clear. Thanks!

    14. 2M-Innovations, LLC on

      This was very helpful !!!!!

    15. D Hall Designs on

      Wish I would've read Jake's advice BEFORE I started this process...

    16. Jackie Paulson on

      I am seriously thinking of starting a project. Loved the video on how to start.

    17. Missing avatar

      Marie Claire Akamendo Bita on

      i will take them on consideration

    18. John W Bennett Jr on

      Very helpfull getting ready to launch several projects just want to take in as much info as possible been waiting a long time for this to happen thanks all

    19. Alan Susarret on

      Solid info - thanks for taking the time to share! 3 days into my first project and having a blast!!

    20. Missing avatar

      Wayne Lin on

      I've read this handbook thoroughly, very useful information!

    21. John Conser on

      Hi Kickstarter, I posted my project & after reviewing it I realize it is terrible & I would like to revise & rpost it. The project is called Living Life on the Edge by John Conser. I wouold appreciate hering from you on my email. Thank you, John Conser

    22. walt harper on

      Advice is a wonderful thing for the price. From $0 to $18,000 for a model, there must be a compromise somewhere! I have the most superfluous campaign that Kickstarter has ever seen (IMAO) but I seem to have a problem with expressing intent and making videos. What to do? Where to go?

    23. Andy Gersh on

      Great advice from each of the submitters. Thanks!

    24. HORACEHUGH on

      Thanks for some really good advice! We are making some major tweaks to our site right now. Hope it's not to late ! Best, Janice/HORACEHUGH BetterBow

    25. AntiRapRebel on

      Hey KICKSTARTER! Our campaign is starting to gain momentum! We are a live HIPHOP band out of nyc. thanks for the great advice! See you when we make our goal

    26. Matthew Boenker on

      Hi Y'all,
      I'm about ready to launch our first Kickstarter campaign to "Save our Farm" and like the rest of you, I'm sure that you were scared. Scared of rejection and failure...however, I'm glad to have read this and I too will make some changes to our sight before it goes live. Nothing in life is without risks and I'm at the point to make it happen no matter what. I'm 62 this year and excited about the future; saving the farm and creating jobs! Boenker Hill Vineyard and Winery - St. Louis Missouri. Thanks, Matthew Boenker

    27. Shay Sabah and Yoram Aharony on

      Thank you for your tips. i wish i have seen it before i made my video. Btw , not related so much but i wanted to share anyways. i just realized that there is this technique where the subject is talking to some imaginary interviewer that is supposed to be sitting 45 degrees from the camera. I have seen it million times in documentaries but i had never paid attention to it. Now (drums of daaaaa i just realized that many kickstarter videos used that technique i guess for giving some kind of documentary feeling of being asked questions by someone and hence answer the "story" back. Anyways. thank you for sharing your stories , even though you were all funded, its good to know about your products and your stories for the future.

    28. Soledad Barrera Acosta on

      IM NEW on this so i accept any comments ,and help with my proyect

    29. Greg Thirtyacre III
      Superbacker
      on

      Thank you all for the advice.

    30. Missing avatar

      Protasio on

      Great Stuff. Thank you very much for the tips.

    31. Missing avatar

      Merrilly Noeth on

      I'm brand new, so anything and everything that teaches me is invaluable and these pieces of advice are terrific. My video will show me doing at least three things either at the same time or or one right after the other or even in a mirror. This advice on how to do it really helps.

    32. Adem Yücel on

      That was awesome thanks!

    33. Missing avatar

      Intelliplus Inc. on

      These tips are absolutely useful... Thank you all for advising!

    34. Open Road Incredible Edibles on

      I am preparing to launch a food product (with Kickstarter's help) so these comments helped! Thanks so much!
      Best,
      Gina Woods-Principle
      Open Road Incredible Edibles
      www.feelthehorsepower.com
      gina@openroadradio.com
      P:630.833.9889
      C:630.460.6686

    35. Missing avatar

      Namaku Keren on

      This comment has been removed by Kickstarter.

    36. Missing avatar

      teguhbejo on

      This comment has been removed by Kickstarter.

    37. Missing avatar

      Doa Ibu Tersayang on

      This comment has been removed by Kickstarter.

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