Holding on – the pros and cons of holding pages

Planning and delivering the best possible websites for clients is (you may have noticed) a passion of ours. So, while the new site is in development what to do in the meantime? When is a holding page a help and a hindrance?

Whether for new companies with no digital presence and for those companies who are re-branding or for whom their current site simply no longer reflects their offering as products and services change, sites come in all shapes and sizes and it’s our job to help you find the right fit. Compelling pages, intelligent information architecture, rich and appropriate content, great design and a whole host of other considerations go into making a great site.

This inevitably takes some time (although we have been known to launch a new site within a week when required!) and this is where a holding page can be a useful step when bridging the gap but only when used correctly. Holding pages should only be used to give instant digital presence when non already exists, not as a knee-jerk replacement for an existing site.

In the case of brand new sites, setting up the domain with a holding page has the SEO bonus that the new domain is active sooner. With the promise of bigger and better things to come, a simple one page holding page can be a useful way to keep existing and prospective customers engaged, convey key brand messages and to reassure prospective customers that you are a bona fide company. It will of course include those vital key pieces of information and links to your other digital channels so customers can still get hold of you whilst the site is being developed and you can keep telling your story!

This month Mzuri we have created two holding pages for two new companies, Penbridge Marine and Sutura Therapeutics . They have proved to be just the ticket whilst their full sites are in development. Watch this space.

For existing sites undergoing change, the process of moving from the old to the new requires careful planning and execution to avoid degrading the SEO value of your existing site while you are waiting for the new one. Taking down an old site should be handled expertly; lots of site value can be lost if this process is poorly managed, so it really pays to take the time to get this right.

If you need a holding page, or a full website, why not give us a call 01428 722990 to find out how we can help.