An under-construction page is often treated as a placeholder. A logo, a short apology and a vague promise that something is coming soon.
That is better than a broken page, but it is also a missed opportunity. If people are already visiting your domain, your website can start working for you before the full site is ready.
Think of your under-construction page as a temporary homepage. It does not need to do everything, but it should do a few useful things well.
Explain What Is Happening
Visitors should be able to tell that they are in the right place. Include your business name, a clear message and a simple explanation that the website is being built, refreshed or relaunched.
Avoid sounding too vague. "Our new website is coming soon" is fine, but it is stronger if you can say what kind of business you are and what visitors can expect when the site launches.
Give People a Way to Contact You
If a potential customer lands on your page while your full site is not available, make it easy for them to get in touch.
Add a contact form, email address or phone number. If you use a form, keep it short. Name, email and message is usually enough.
Collect Interested Leads
If your launch is still a little way off, consider adding a newsletter signup or early-access form.
This can work particularly well for new products, local services, events and ecommerce launches. You do not need a complicated funnel. A simple invitation to be notified when the site goes live can be enough.
Link to Active Channels
If your social profiles are active, include them. This gives visitors somewhere else to learn about you while the site is being finished.
Only link to channels you actually maintain. A stale social profile can make the business look less active, not more.
Keep It Lightweight
An under-construction page should load quickly. Avoid heavy video backgrounds, oversized images or clever effects that distract from the message.
You are trying to reassure people, not make them wait.
Remove It Properly When the Site Launches
When the new site goes live, check that the under-construction page has been replaced everywhere. Make sure the homepage, navigation, forms and key landing pages are working before you start promoting the launch.
A useful under-construction page buys you time. A forgotten one costs trust.
Make the Waiting Time Count
Your website does not need to be finished before it can be helpful.
A clear under-construction page can show visitors they are in the right place, give them a way to contact you and help you build a small audience before launch day arrives.