True story. Some of my neighbors still have their Christmas lights up. It’s now March. Why haven’t they been taken down yet?
You’re probably wondering how this article relates to technology, aren’t you? I’ll tell you.
Have you ever seen a “COMING SOON” page on a website? If you have, you probably know that page will most likely never come. It’s a lazy placeholder for something that the company or web developer didn’t feel like doing during the initial site build.
I’ve worked on hundreds of website projects. There’s always a lot of excitement and commitment to the project during the design and development process and leading up to its launch. It feels like Christmas. Everyone is busy buzzing around doing their part to contribute.
But, as soon as it’s launched, something happens. People get distracted by other stuff. The fancy new website ends up sitting dormant; “COMING SOON” pages and all.
It’s like the days after Christmas. We ate too much, it’s cold and dark outside and Christmas decorations are on the discount racks. The excitement is gone and it’s difficult to find the motivation to take down the Christmas lights.
This is exactly why we always strongly suggest never using “COMING SOON” or “UNDER CONSTRUCTION” pages. It means your website is dormant. This is bad for a number of reasons. Here are a few:
- “COMING SOON” pages just look bad. If it’s not ready, remove the page from the site. These days, with tools like WordPress, it’s easy to add content in the future.
- Dormant websites don’t rank as well in search engines. One the absolute best ways to move your website to the top of the search results is to keep it updated regularly. Again, WordPress makes this easy and provides all the tools you need to update your pages, create a blog and more. No excuses.
- Dormant websites aren’t working for you. They sit stagnant and end up generating very little traffic or interest in your business. You need to give your website a little love to reap the benefits. If you do, the opportunity is HUGE!
Take some time to review your website. When was the last time you updated it? Do you have a blog? If you don’t, why not? Is your website working FOR you or just sitting there collecting virtual dust?
And, if your Christmas lights are still up, perhaps it’s time to take them down. :)