Do you have “under construction” notices or graphics on your website? Do you perhaps think that it makes it look more dynamic, that it gives the impression that “things are happening”? If so, you are not alone. Google search results for “under construction” number in the millions, from small businesses to major corporations. Such notices, however well-intentioned, can do a lot of damage to your credibility.

These credibility-killers usually appear in the following situations:

• The upcoming website
  Often used as a “placeholder” for a site that is not built yet, this is the equivalent of having a “Sorry, we’re closed” sign on your website. While physical stores do close, your website doesn’t.
• The unfinished website
  The site is published, but several sections available to visitors are not finished. By doing this, you are in fact saying that your information is unreliable.
• The link to a page that doesn’t exist yet
  This one is especially sneaky and frustrating for users: they click on a link that they believe will lead to the information they want, only to be met with a “This page is under construction” message when they get there.
• The “teaser”
  Adding an icon after an item, indicating that it is not currently available. Like its cousin, “Coming soon!”, it frustrates visitors because you are showing them something they need but can’t have. They need it now, not “soon”.

What is so wrong with “under construction” notices?

Stating the obvious doesn’t look professional
Websites are always “under construction”. The web being a dynamic medium, it is easy to update as often as needed. There is no need to state the obvious. Doing so, in fact, shows visitors that you do not recognize the effect your website can have on your corporate image.

Giving people incomplete information makes you look like you don’t care
If you are not ready to publish something, wait until it is complete before doing so. Just because it is easy to put something up on a website doesn’t mean you should. By publishing incomplete information and by labeling it as unreliable (”under construction”), you are in fact showing that you don’t care enough to provide quality content. Would you give a prospective client a handwritten paper instead of a professionally printed brochure?

It goes against best practices of web design
No designer worth his fee will use this method while developing a website. A good designer is aware of how websites are perceived by users and aligns his suggestions with your business goals. A well-designed site is the #1 factor that determines if visitors will trust your website; it’s worth the investment.

Valid issues, wrong solution

There are valid issues underlying the use of “under construction” notices; however, other solutions are far more effective and won’t hurt your reputation.

Issue: You want to show that your site is being actively updated
Solution: Display a “last modified” date on each page; visitors will be confident that you are updating your site regularly.

Issue: You want to announce that you will shortly publish information
Solution: If you must announce something in advance, make sure you provide the date when such information will be available, and respect it! The terms “soon” and “upcoming” are vague and will not be taken seriously.

Issue: You want to motivate people to come back to your site
Solution: The only way to reliably get people to come back to your site is by providing current, quality information they need. No amount of “Come back soon!”, animated graphics or hype will change that.

Issue: You want to add some life to your site by adding graphics
Solution: Graphics are tricky; if not used properly, they can easily undermine your credibility. Hire a qualified designer to translate your vision to the web.

For more information:
Consumer Reports WebWatch Investigation: How do People Evaluate a Website’s Credibility?
Website design aesthetics
Top 7 Usability Blunders Of The Big Players