How to create a great crowdfunding project page

Your project page is the centerpiece of your crowdfunding campaign. It’s where you tell your story, connect with potential backers, and inspire people to support your vision. Whether you're just getting started or refining your pitch, this guide walks you through how to build a project page that stands out.

Step 1: Lay the groundwork

Before you dive into telling your story, get clear on the essentials:

  • How much do you want to raise?
  • How long will your campaign run?

These decisions will help guide the tone and direction of your entire campaign.

Step 2: Craft your story

Your story is what gets people excited about your project.

A compelling, authentic narrative helps backers understand why your project matters – and why they should be part of it.

You’ll tell your story in two key ways:

  • Written content– this is the foundation of your page
  • Video– not required, but highly recommended to boost engagement

If you're thinking about making a video, check out tips from successful campaigners to make sure it hits the mark.

Step 3: Plan what to say

Before writing, spend some time outlining the core details.

Start by jotting down short, specific answers to these key questions:

  • What exactly are you trying to do?
  • How will you do it?
  • Why does your project matter?
  • What kind of impact do you hope to make?
  • What sets your project apart?
  • What’s motivating you to do this?
  • When did the project begin?
  • What progress or milestones have you already hit?
  • What have you learned along the way?
  • How will the funds be used?

Think of these questions as the building blocks of your pitch – make sure they’re all addressed clearly somewhere on your page.

Step 4: Structure your pitch

To grab and hold attention, structure your story like a great article or news story – starting with the most important info first.

This is often called the “inverted pyramid” structure.

Here’s a format you can follow:

  1. Start with a bold, attention-grabbing headline
  2. Highlight the key points of your project right away – what it is, why it matters, and what you need
  3. Dive into more details – share your journey, your motivations, and your vision
  4. Include testimonials or quotes from people who support or believe in your project
  5. Wrap up with FAQs – answer common questions about your project, your organization, or how the funding will be used

Step 5: Use eye-catching visuals

Strong visuals can help your story come alive.

  • Add photos, infographics, concept sketches, maps or team photos
  • Use images to show progress, community involvement, or the real-world impact of your project
  • Make your visuals reflect your brand or personality

Strong visuals can help your story come alive.

Step 6: Make it easy to read

A well-organized page will keep visitors reading and help them understand your story quickly:

  • Break your content into short sections with clear headings
  • Use bullet points to highlight lists or features
  • Bold key phrases to draw attention to the most important details
  • Avoid technical jargon – keep your language clear and conversational

Be specific

The more specific your story, the more engaging it becomes. Compare these two examples:

  • ❌ "The local football team has been terrible for years."
  • ✅ "Pemburton High’s football team hasn’t won a game since 2001."

The second version is more compelling – not because it's longer, but because it paints a clearer picture.

Step 7: Edit like a pro

Once you’ve written your story:

  • Trim the fluff – every sentence should earn its place
  • Watch for repetition – vary your language
  • Proofread carefully – spelling and grammar matter
  • Ask friends or colleagues for feedback – fresh eyes can catch what you’ve missed

Remember: your goal is clarity and connection, not perfection.

Final tips for your campaign

  • You don’t need to be a professional writer. Just be clear, specific, and authentic.
  • If writing isn’t your thing, ask a friend to help shape or review your story.
  • Make your audience feel like they’re part of something meaningful – because they are.

A great crowdfunding page isn’t just about asking for money – it’s about bringing people into your journey. With a strong story, clear goals, and a little polish, you can turn visitors to your page into passionate supporters.

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