But your designer reminds you that, to complete the project and get the site going live, you have to send them through some copy – information about you, your business, and your services. But you’re really busy. So late one night you knock out a few paragraphs for your homepage and a sentence or two about yourself, but you’re really tired and you have lots to do tomorrow. So you just write a sentence about your product or service, add ‘More information coming soon’, and email the document. You can always finish it properly when you’ve got an hour to spare. It’ll do for now.

Wrong.

It sounds crazy, but I’ve seen this on many occasions, and I bet you have too. Sites that are faultlessly designed actually have no useful information on them, although the owner has obviously intended to add in some eventually. I don’t know if they ever got round to it though, because I’ve never visited any of those sites again to check.

It comes back to what I always tell people – you can have a beautiful site, faultlessly programmed, stuffed with cool effects, but if there’s nothing useful to give people, it ain’t gonna get you clients or sell your product.

Also bear in mind that search engines love copy, so you’ll achieve better rankings if there’s actually text in your site that’s relevant to the topic at hand.

So when you set up, or redesign, a website, do make sure it’s all finished before it goes live. Don’t waste time and potential conversions on your intention to do it later, just take the time and get it done, whether you do it yourself or bring in professional help.

If you Google the term you’ll find that it returns more than one billion results, the first few of which relate to big guns like Adobe and Apple products. Clearly, if you want to get anything ranking highly in Google, it’s not going to be from being that unimaginative with your linking.