The call starts the same way almost every time.
“I’m too busy right now.” Or — “call me next week.” Or — “call me next spring.” Or — “not this season, but next season.”
Rarely does someone say don’t ever call me again. That’s the tell. In the back of their mind, it’s like — hey, I need to do this, and it would be nice if this person reminded me later. They know. They’ve known for a while. The question of when to build a business website isn’t really a question they’re trying to answer. It’s a question they’re trying to delay.
The Cycle Nobody Figures Out Until It’s Too Late
When couples say they’ll have kids when they have enough money — we all laugh. We all know it’s ridiculous. You never have enough money. You can double your salary and you wouldn’t have enough money. That sounds ridiculous to people who haven’t doubled their salary yet, but it’s true. There’s never enough money. There’s never a right time to do it. It’s always an inconvenience. It’s always a burden. It’s always an extra cost.
But then once you have those kids, you’re glad you have them. Then you have legacy. Then you have all these great things.
Same thing with the website. There’s never a good time. Just pull off the band-aid, get it done, push forward.
What Waiting Looks Like From This Side
Most prospects who say “call me next year” never end up doing it. Maybe they end up doing it with somebody else, but usually they don’t do it at all. You’ve got to catch them at the most perfect time — they’re so fed up with what’s going on, then boom, they switch. Because they just put everything off.
And it’s not just the website. It’s their entire life.
That’s the part that doesn’t get said out loud. The person who’s been putting off the website for eighteen months is the same person who’s been putting off the bookkeeper, the new truck, the updated menu, the thing their spouse keeps asking about. The website isn’t the only thing on the list. It’s just the easiest one to keep pushing down because it doesn’t scream at you every morning.
The One Who Finally Did It
We had a client who sold auto parts online. It was always a difficult time to catch them. Always something. Finally, they just did it. And instantly it was the right call — they liked the change, it worked flawlessly, and it turned out to be the best decision they made. The traffic didn’t change overnight, but the site itself was better, and they knew it the moment it went live.
Nobody who finally pulls the trigger says they wish they’d waited longer.
Timing vs. Fear — Same Thing
Here’s the thing about “now isn’t the right time” and “I’m scared and I’m using timing as a shield” — those two things are the same thing. Because if now really isn’t the right time, there will be a moment in the next week where you can carve out ten minutes. And then you’ll put it on the calendar.
The reality is that doesn’t happen.
If you’re a business owner and you cannot carve out ten minutes of your life to deal with something as important as your website — the front-facing copy of your business online — then it is not important to you. And you’re using timing as a shield to not deal with something you already know needs dealing with.
No one is that busy. And most importantly — no one who knows the importance would brush it off.
Yeetish Question
What if I really am too busy right now?
Then you’ll find ten minutes this week. Not next month, not next quarter — this week. If you can’t find ten minutes for something you already know matters, it’s not a timing problem. It’s a priority problem. And the longer you wait, the longer your business runs without the one thing every potential customer sees first.