Your website shouldn’t just look good. Here’s what “working” means.

Most business websites are judged by how they look in a screenshot. That's the wrong test. A website has a job — usually turning the right visitors into inquiries, orders, or bookings — and either it does that job or it doesn't.

Five questions worth asking

Can a first-time visitor say what you do within five seconds? Can they find the one action you want them to take from any page? Does the site load fast on the phone in their hand? Can your team update it without calling a developer? And do you actually know — from analytics, not feelings — what visitors do when they arrive?

If any answer is no, that's not a redesign pitch. It's just the honest starting point: fix the answer that costs you the most business first, and let the rest follow in order.