Famous last words: “Coming soon”

Have you ever noticed a huge empty shelf in Tesco with a “Coming soon…” notice on it for weeks or months? No. The reason they don’t do this is because it’s a waste of valuable space, it’s inconvenient for customers browsing and looks unsightly. So why would you do this on your website?


Website visitors hate being disappointed and that is exactly how they’ll feel if they click on a page or section of your website and are greeted by those famous last words “coming soon”.

“Coming soon” pages are usually added out of pure excitement for the glorious content that will soon take pride of place, right there for all to see. But in reality, your visitors will feel like they’ve been thrust back into the 90s to play an annoying game of Take Your Pick. Your visitors may be excited to see the content you’re hinting towards, but when they look behind door number 3, they’ll find an out of date pork pie.


Just like empty shelves in Tesco, a blank page with “Coming soon” or another derivative of “Nothing here for you” looks bland. Even if you try to cheer the page up with a nice image, it’s only about as effective as a nice bunch of flowers lodged between the empty supermarket shelves.

The fact you’re spending time thinking about how you can make an empty page look pretty should set alarm bells ringing. Save yourself the headache and hold off publishing the page.

Waste of space

If Tesco are eagerly awaiting a big delivery of a new product, they don’t empty the shelf until it’s due to arrive. This is obviously because they would be losing potential sales by wasting the retail space. The same goes for your website; whether you’re selling products, providing a service or sharing information, poor use of site space will affect performance by diverting customers away from the content.

Wait until the content is ready to be published and only then add the page or section to your site. Your users won’t thank you for waiting, but they certainly won’t hate you for not waiting!