Is Your Website Working?

by Skip Cohen

If your website isn't working the way you planned, there's no way your target audience is going to understand why. It's not like road construction with plenty of warnings, cones, barriers, detours and signage! If a consumer can't get to where they want to go on your website, they're simply going to leave and go somewhere else.

​Spring seasonality is over. We're into summer business, and for those of you outside the bridal world, it might even seem a little quiet at times...but that doesn't mean there aren't things you should be doing to keep your business going strong.

Here's a topic that should be at the top of everybody's list: Is your website working properly?

We all have the same challenge: getting our website to look the way we want it, work the way it should, and get the support we need when we need it. The reality is that it's not a perfect world, and every website should be regularly checked and on different devices. 

If your website isn't working and creating a great experience for visitors, it's the equivalent of not unlocking the front door of a brick-and-mortar building. Customers can't get in, but you forgot to open the door and are wondering why business is so slow!

​Years ago, I received a great suggestion from an attendee at a marketing presentation I gave at the IPI Summer Convention.

"We have six people in the company.  Every morning, when they boot up, their landing page is a different page on our website.  That's six different pages that get checked first thing before we even start the day!"

Your website should be checked on different browsers, viewed on your phone as well as your computer, and links checked to ensure people get to where you want them to go. It's not rocket science—just good business. And according to the latest stats from Google via Statista.com, mobile devices account for almost 63% of global Internet traffic.

Many years ago, there was a TV campaign with one line:  "It's 11:00 PM. Do you know where your kids are?"  Well, it's time to modify and bring that line into business, and 2025...

"It's the start of another business day - do you know if your site's working?"