Why “Under Construction” Pages Are Bad for Your Radio Station Website

I’ve been building websites for radio stations for well over two decades now. In that time, I’ve come across countless “coming soon” or “under construction” pages — some even littered across a half-finished site’s entire menu. And every time, my gut reaction is the same: what a missed opportunity.

While these pages might feel like a placeholder — a promise of bigger things on the way — they actually send the exact wrong message to your audience, advertisers, and even search engines.

Let me break down exactly why.

1. “Under Construction” Pages Disappoint Your Audience

Imagine if I stopped right here and said, “The rest of this post is coming soon”.  It would be disappointing, right?  So, imagine your listeners are curious about your station’s new “Local News” section, morning show bios, or the event someone heard about on-air. They eagerly click through your menu, only to be met with a lonely page that says “Coming Soon.”

In that split second, you’ve told them two things:

1. You don’t have what they’re looking for.
2. You’re not ready yet.

People come to your website expecting content. Sending them away empty-handed means they’re far less likely to return — and far more likely to hop over to a competitor who does have the info they need.

2. They Hurt Your Credibility

From an outsider’s perspective, a website that’s half-built or riddled with “under construction” signs can look sloppy. Worse, it might suggest your station doesn’t have the resources or commitment to keep its online presence up to par.

Remember, your website isn’t just for loyal listeners. It’s often the first impression for potential advertisers, community partners, or even new talent considering your station. If your site looks unfinished, it might leave them wondering what else at the station is unfinished.

3. They Damage Your SEO

Empty or near-empty pages labeled “coming soon” do nothing to help your search rankings. Google and other search engines index your site based on valuable content — not promises of content to come. In some cases, if your site has too many thin or blank pages, it can actually harm your overall ranking, making it harder for people to find your station online.

4. “Under Construction” Pages Delay Engagement and Revenue Opportunities

Every section on your website is a chance to build audience loyalty and generate revenue. Whether it’s a podcast page, a local business directory, or your on-air lineup, these are touchpoints that keep visitors coming back — and keep advertisers interested.

Leaving them empty or “coming soon” delays that engagement. It’s basically telling both your audience and potential sponsors: “Check back later — we’re not quite ready for your support.”

So What Should You Do Instead?

If you’re in the middle of building out your website, it’s always better to hide incomplete pages from the public until they’re ready. Most modern website platforms (including WordPress and all major CMS systems) allow you to keep pages in “draft” mode or exclude them from the menu until they’re finished.

If there’s critical information you want visitors to know right away, create a simple landing page or a homepage announcement that sets expectations without the dead ends. For example:

This keeps the focus on what you do have, rather than highlighting what’s missing.

The Bottom Line

“Under construction” pages might feel like progress — but they’re really just digital potholes on your audience’s journey. Instead, aim to launch only what’s truly ready, then continue building behind the scenes. Your listeners (and your advertisers) will thank you for it.