Short answer: Check it today; it only takes a few minutes. In our October 2026 check of 280 shops around Aurora, 13 of 188 listed websites we could verify (7%) didn't work. Some were lapsed domains that now forward to unrelated businesses or a gambling site, and 2 directory links opened an unrelated newsletter.
What we found
On October 28, 2026, we looked at 280 independent businesses listed in 8 public chamber, downtown-district and municipal directories around Aurora. 197 of them (70%) listed their own website or booking page, 65 (23%) listed none, and 17 (6%) listed only a Facebook or Instagram page.
Of the 188 listed sites we could verify, 13 didn't work:
- 3 domains had lapsed and now forward to unrelated businesses or a gambling site
- 1 forwarded to a different company
- 2 were "coming soon" placeholders
- 2 directory links opened an unrelated newsletter
- the rest were expired, missing or error pages, or a sign-in wall
The check
- 1. List every directory you're in: your chamber, downtown or Main Street group, village or city business list, and any trade association.
- 2. Open your listing on each one, on your phone.
- 3. Tap the website link. Does it open your current site, not an old one or a placeholder?
- 4. Tap the phone number. Does it ring your shop?
- 5. Compare the name, hours and address or service area with your Google profile.
- 6. If anything is off, ask the directory to fix it and send the exact text you want.
Do it again whenever you change your phone number, website or hours.
Why a dead link matters
A link to a lapsed domain doesn't just lose the visit. In our check, some of those domains now send people to unrelated businesses or a gambling site, with the shop's name still next to the link. Know who your domain is registered with, and make sure renewal notices go to an email someone reads.
The full numbers are in our 2026 study of 280 local shops.
Also asked
How many local shops had a broken website link in their directory listing?
In our October 2026 check of 280 Aurora-area businesses, 13 of the 188 listed websites we could verify (7%) didn't work.
What should a directory listing include?
Your business name exactly as it appears on your sign, your phone number, your current website, and your hours or service area, matching your Google profile.
More answers: Do I need to be on Apple Maps and Bing too, or just Google? · How do I check my website's speed for free? · What should I ask before signing a monthly website plan? · All answers →
Sources
- AP Visible, "How visible are Aurora's small businesses online? (2026)" (data collected October 28, 2026): apvisible.com/aurora-small-business-online-visibility-2026
- AP Visible, study facts page: apvisible.com/aurora-small-business-online-visibility-2026-facts