Does anything change your opinion of a company more than when you are surfing through a Web site and come across a page that says “Under Construction”? Probably not. Yet it’s something you see all the time.
Why? Good question. Perhaps they think you will check back at a later date to see if the construction is finished. And if you believe that one, perhaps you should start drafting your annual missive for Santa Claus.
Unless you’re a contractor or construction worker, people generally don’t like construction, real or online. Making an “Under Construction” sign part of your Web site–the 24/7 sales rep for your company–sends any number of negative messages to current and potential customers-from not being ready to not appreciating the time and effort it took for them to visit your site.
The advice here is never have the words “Under Construction” on your site. If a page isn’t ready to go, leave it off the site. Or, at worst, have a message that says “more information on _________is coming soon”. If it’s truly noteworthy, you can announce the new content as part of your next e-newsletter or, if really noteworthy, as a press release.
When it comes to people visiting your Web site, you really may only get one chance to make an impression. An “Under Construction” sign is the surest way to get them to take an alternate route the next time.