No, I’m not being dirty with you.

But that’s what I often hear from companies that have web sites in desperate need of a refresh. They just want something—OK, ANYTHING—new up on their site. Quickly. Like in last week.

They justify the rush by saying, “Oh, it’s just placeholder content, you know, until we have time to get the real content up there.” But both you and I know that once that copy gets published, business-as-usual will take over, and next thing you know, that “temporary” copy has been up there for a year.

Think about it: Your web site is often the first chance you get to make an impression on a potential customer, partner, or employee. And because it’s the first chance, it’s sometimes the only chance you get to engage that visitor in some serious business romance. My point is this:

You wouldn’t ship beta product, so don’t publish beta content.

So hold your horses, and invest the time it will take to work with a writer to get the copy right the first time. Get it right, and it’ll be worth its weight in jolly, happy customers. Remember, it’s on the job 24/7, so you can go to Timmy’s T-ball tournament or Buffy’s ballet recital with the knowledge that your web copy is taking care of business, and presenting you in the best possible light.