As we live in the internet age, it is a safe assumption that your bridal business has a website. How effective that website is in attracting visitors, who in turn become prospects and, ultimately, clients, will depend on many factors. The first will be how much traffic the website gets via organic means, such as SEO or paid traffic programs, such as Pay Per Click on Google or Facebook, for example. Once traffic reaches your website, it is a matter of how well it has been designed. A well-designed website will keep visitors there for a reasonable amount of time, will also be easy to navigate, and will ultimately have clear calls to action, such as telephoning your business or entering details such as a name and an email address. Conversely, a poorly designed website causes visitors to leave almost immediately and confusion due to no clear navigational menus. It will also have unclear or no calls to action and possibly malfunction due to a technical or coding issue. This last problem can be the death knell for a website’s performance and in particular, its ranking on Google. The tragedy is that technical issues and other problems can so easily be avoided if only website maintenance was in place. What Is Website Maintenance? Whilst the specific tasks will differ from other things that require maintenance, such as a car, a computer, or machinery, the definition of website maintenance is similar. That is, website maintenance is a series of tasks and processes that keep websites running smoothly, perform optimally, and avoid problems that might cause the website not to function properly. The key to website maintenance is that it should be done regularly, mainly because updates to many of the tools and software which allow the website to operate as it should, are often updated. Prime examples are the core platform for the website such as WordPress and plugins that provide additional functionality.