Door County, WI | How to Prepare Your Business for a Strong Summer
Door County is one of Wisconsin’s most unique destinations. From spring through fall, businesses rely heavily on tourism, short booking windows, and first impressions that often happen online before a visitor ever sets foot in town.
After spending time in Door County last summer, I realized many incredible local businesses are offering unforgettable experiences, but their websites don’t often reflect that.
The off-season is actually the best time for Door County business owners to improve their website and digital presence, without the pressure of peak-season demand.
Why the Off-Season Matters
Most Door County travelers plan their trips weeks or months in advance. That means your website is often doing the selling long before summer begins.
Winter and early spring offer a rare opportunity to:
Make thoughtful website updates without daily booking interruptions
Prepare for increased traffic during peak season
Ensure your business shows up when visitors start searching
By the time summer arrives, it’s often too late to make meaningful changes that may disrupt website performance.
Common Website Issues
The website doesn’t make the clear next step
Visitors should immediately know:
How to book
When you’re open
What to expect
If someone has to dig for information or call to understand your offerings, they’re like to move on.
Not optimized for mobile visitors
Most Door County visitors are searching from their phones. If your site loads slowly, is hard to read, or isn’t mobile friendly, you’re losing potential customers.
Outdated or incomplete information
Seasonal hours, booking timelines, pricing, and availability should be clear and current. Even outdated detail can create uncertainty and cause someone to choose a competitor.
Little to no SEO for tourism searches
Many businesses rely on word of mouth, but travelers are still searching online for things like, “Where to stay in Door County”, “Things to Do in Door County”, and “Door County (insert service/s)”. If your website isn’t optimized for these searches, you’re missing out on valuable traffic and business.
How a Strong Website Supports a Busy Season
A well-designed website doesn’t just look good, it works for you when you’re busy.
For seasonal businesses, a strong website can:
Answer common questions automatically
Reduce time spent on emails and phone calls
Drive bookings and inquiries 24/7
Build trust before visitors arrive
Your website should act as a silent salesperson, especially during peak season when you don’t have time to manage marketing.
How I Help Seasonal Businesses Prepare for Success
I work with small businesses to build and improve websites that are designed for real customers and real business goals, not just aesthetics.
For seasonal destinations like Door County, that means:
Designing with booking behavior in mind
Making websites easy to update as seasons change
Creating a clear path from visitor to inquiry to customer
Whether your business is preparing for summer bookings or looking to streamline next season, the right website can make a meaningful impact.
If you’re Door County business owner thinking about the upcoming season, winter is the perfect time to evaluate what’s working and what’s not on your website.
If you’d like a second set of eyes on your site or want to discuss improvements before the busy season begins, feel free to reach out. Planning now can make all the difference when summer arrives!
