Dead air is something we go to great lengths to avoid. We engrain into our personalities the importance and even install equipment to alert us of it. So why would you let that happen online, figuratively, with your website?
Your website is the digital front door to your station (and it is), an “under construction” page might as well be a “go away” sign. First, I’ll explain why they are bad and then offer some alternatives.
1. It Makes Your Website Look Unfinished
First impressions are everything, right? If someone visits your site and all they see is a construction cone or a “check back later” message, they’re going to think your station isn’t ready for prime time. Would you trust a business if you arrived at their location after hearing about how wonderful they were and their storefront said, “We’re not ready yet”? Neither would your listeners—or your potential advertisers. This isn’t just about looking good. It’s about being taken seriously.
2. Google Hates It (And You Should Too)
Search engines want to serve up useful content. An “under construction” page tells Google there’s nothing here, which means your rankings are toast. You’re literally sabotaging your SEO. Even worse, if visitors land there and bounce (which they will), that bounce rate tells Google your site isn’t worth ranking. You’ve just spent months building content and links, and in one move—poof—it’s gone. So, don’t give search a reason to ghost you.
3. It’s Straight-Up Unprofessional
Look, you don’t have to have the fanciest site on the block, but you do have to look like you have your act together. An “under construction” page screams amateur hour. Advertisers will question if your station can deliver results. Listeners will get the idea that there’s no reason to return to this website. And that one community leader you’ve been trying to get buy from? Yeah, they clicked and saw the mess.
4. People Get It. You Don’t Have to Spell It Out.
You don’t need to broadcast “we’re working on things.” Websites evolve all the time. Quiet updates in the background are perfectly fine. But putting up a roadblock in the form of a splash page? That just tells your audience to go somewhere else—and they will.
5. You’re Handing the Win to Your Competition
Every minute your website is offline is an open invitation for your competitors to scoop up your audience. They’re not taking a break. They’re publishing events, uploading local news, showcasing advertisers—and ranking in Google. Meanwhile, your site’s telling visitors to check back later. Spoiler: they won’t.
What to Do Instead of “Under Construction”
Alright, let’s get constructive about this whole “under construction” situation.
1. Launch When You’re Ready
Don’t flip the switch until your site looks like something you’d be proud to show your biggest advertiser. Test it behind the scenes, polish it up, then go live with confidence.
2. Use a Placeholder With Purpose
If you absolutely must put something up while you work, don’t just slap “coming soon” on the screen. Offer a clear message, maybe a countdown to launch, and your contact info. Include links to your social and embed your stream and podcasts. Offer a newsletter signup so people can still connect with you.
3. Keep Visitors Moving
Got other pages that still work? Great—link to them. Got an event calendar or community news page still active? Push people there. Don’t let a temporary hiccup derail their entire visit.
4. Use a Notification Bar
Need to make visitors aware of an ongoing upgrade? A discreet notification bar at the top of your site does the job without trashing your design or SEO. Keep it short, sweet, and helpful.
Final Word: Your Website Is Always On-Air
We’ve always said to treat your website like another radio station in your group. It should be live, local, and always on to generate return visits and revenue. Even if you’re making updates behind the scenes, the public-facing side should never go dark or have empty spaces.
Let’s keep your station looking its best and performing even better.
We want to help your radio station grow and succeed online. That journey starts with an amazing website that keeps visitors coming back often. Reach out to us to start your path to online success, or schedule an appointment to see our tools in action.