Websites: If you're Under Construction you're not Open for Business

When was the last time you walked into a shop in the high street that had its roof missing and had a swarm of builders and electricians still working to complete it? Judging by the use of Under Construction text and images on some websites one might think that this is a normal occurrence.

We already know that web visitors are fickle; they will change their surfing habits very quickly if they see something that they like or that they don't like. Being enticed into a website or web shop that isn't quite open for business is a complete waste of their time and they're likely never to come back.

So, what should you do if you demand a web presence but don't yet have the content or haven't yet had the time to complete the website build? Here are a few options:

1. Do nothing

   It may seem odd but it needs to be said; sometimes having no website at all is better than having one that is incomplete, doesn't reflect your company's professional approach or doesn't work. By all means register the domains but have them point to a blank page if necessary.

2. Snare visitors for a Repeat Visit

   With the website not yet ready, simply allow the visitor to enter their email address and promise to contact them when everything is up and running. For this to be effective take care with your wording and the message. Something like "our website isn't ready yet" doesn't really cut it but confident, professional statements like "we're on the verge of launching a website for our business that it going to save you money on your regular widget purchases" will allow people to see the benefit of them coming back.

   Additionally, perhaps you could capture the visitor's address with a simple form and then let them know when the launch happens. Of course this won't net everyone but it's worth putting on the site, particularly if the web address is starting to get handed out in pre-printed brochures or business cards.

3. Use a Site Builder

   Site builders such as those offered by 123-reg and 1and1 allow you to have a web presence that looks professional and that can be set up in a few hours at most. For a monthly fee the site will more than fulfill your web presence needs until you are ready to launch your website proper.

   Don't fall into the trap of adding "coming soon" but promote your business in the normal way. Highlight alternative ways that people can obtain your product and services until the site is ready and, perhaps as a news article, promote the forthcoming website improvements and give benefits as to why the visitor should come back. Make it easy for them to bookmark the site or to sign up to be informed, as detailed in the point above.

All of the above are better than admitting that your store isn't ready and that the customer really is wasting their time by visiting. None of the options above take much time and can be delivered in less time than it takes to find that suitable animated graphic that you thought you needed.