New maternity resale shop. New site. Totally wasted. Take a look at it then come back.
You back? Your impressions of what the shop might be like? Willing to traipse on over there?
Would you be more likely to go if you know what you were getting into? Would some pictures help? Or even better, if you saw a shot of the storefront would you think “Hey, yeh, I’ve seen that place. Cool, I’ll go” or “I’ll tell my friend who’s in the market to buy, sell, or trade some maternity clothes.”
Folks, the Internet is a visual medium. Use it as such.
Auntie Kate The Resale Expert 
Sure. But wouldn’t it be wise to post that on their site? I’ve been on sites that say “Under Construction.” At least that would have customers intrigued that more is coming and their likelihood of returning is greater than not having such signage posted on their home page.
One word of caution, though, on “Under Construction.” There are sites that are permanently under construction, so owners should be working on getting some kind of content on their sites whether that’s a photo or a blog (or both) to reach and relate w/their potential clients. Otherwise, their online customer base will get annoyed at the wait and move onto someone else. Some written communication is better than nothing. If store owners don’t feel comfortable with that type of writing, then hire a freelance copywriter, which there are plenty around for such work.
let’s just assume they are just starting their site and have decided a basic site would be better than none and are working on the improvements?
Oh my, no. They don’t need to “dress up” their site. There is a place (and to me, an honored place) for simplicity and calmness. Curliques and colors, ads and widgets, flashing graphics and little icons would not suit their branding.
But they do need to add photos.
Totally agree. Too bland–needs pix of front of store, a dress form with a trendy maternity shirt and capris (or skirt, jeans, etc.).
If I was in the market to buy maternity clothes and they were selling online, I wouldn’t be excited to buy from them. Additionally, they need to dress up their site to get thru the competition of other web sites.