I know of people who have “under construction” pages up on their website. They mistakenly think they will reach a point when their site will be done.

Websites are never done. They are always under construction. If your website is “done”, that is, you haven’t changed or added content in the past week, it’s behind, out of date. Why? Why would I return to a site that never changes? I’ve seen it. If I don’t have a reason to return, I won’t. I’ll soon forget about you.

The “web” has evolved from the early stage of providing an online billboard. People wanted more. The web became an online brochure. They, prospective buyers, wanted even more. If all the information was there, they wanted to buy. Shopping carts were added.

That’s not enough today.

The Internet has supplanted television as the means most people use to acquire product information. Your prospects want information about your products and services and they want to get to know YOU. They want a relationship.

The relationship is built by frequent visits to your site and interactions with your business. Do you answer questions quickly? Can a phone number be found easily? Does anyone answer the phone? What’s new at your business? What’s in this for me?

Visit a successful grocery store. The end of aisle displays are always changing. The big displays are always changing. A prospering grocery store is always “under construction” but they would never hang a sign up saying so.

If you think your website is done, you’d better rethink your web plan. If your website is “under construction” and you think it will soon be done, you’re wrong.

Your website gives you access to millions, maybe billions of potential buyers. Yet, it’s treated as an annoying “must do” by most small to mid-size businesses. Sure, it takes a lot of time to update a website and post blog entries. But your website is greatest tool to new business. Don’t neglect it.

If you are cutting expenses, who isn’t these days, cut somewhere else. Your website should be promoting your business 24/7. Invest in it. And then keep tuning your presentation. It’s worth the effort.

Chris Reich, Author of TeachU’s Business Talk Blog
[email protected]