On 27 October 2026 we automatically visited the home pages of business websites in Umbria taken from OpenStreetMap: a sample of 600 across the region and all 159 in the province of Terni. In the province of Terni, 30% of the listed websites don’t work (45 out of 152), almost twice the rate in the rest of Umbria (16%, 73 out of 459): in most cases the domain no longer exists. Across Umbria, only 17% of the websites that work show their main content within 2.5 seconds on a phone with a slow connection (80 out of 468), and 46% have neither a tap-to-call phone number nor a WhatsApp link (217 out of 474).
After our research on businesses in Genoa, we repeated the same measurements in Umbria, the region where our registered office is. The questions are the same: how many business websites actually work? Do they look right on a phone? Do they tell Google, and assistants like ChatGPT, who they are and where they are?
On this page you’ll only find overall figures, always shown with the total they are based on. We don’t publish business names or rankings. The method and its limits are explained at the end.
The numbers at a glance.
In the province of Terni, almost one in three doesn’t work.
Of the 152 websites in the province of Terni whose availability we could check, 45 don’t work (30%). In the rest of Umbria the share is 16% (73 out of 459). The most common case is a domain that no longer exists: in the province of Terni this happens to 34 addresses out of 152 (22%), in the rest of the region to 48 out of 459 (10%).
| Category | Province of Terni | Umbria (sample) |
|---|---|---|
| Restaurants, bars and cafés | 46% (18 out of 39) | 22% (37 out of 169) |
| Hotels, farm stays, B&Bs and hostels | 24% (17 out of 72) | 16% (42 out of 262) |
| Shops and beauty salons | 24% (10 out of 41) | 17% (25 out of 148) |
| Total | 30% (45 out of 152) | 18% (104 out of 579) |
What it means: sometimes the business has closed or changed website and the listing was never updated. But an old address can stay for years on Google, on social media and on business cards, and whoever opens it finds an empty page. The figure for restaurants in the province of Terni is based on few websites, but the gap with the rest of the region is clear. Even among working websites there is a sign of neglect: of those showing a year next to the © symbol, 57 out of 191 (30%) show 2023 or earlier.
On a phone, almost all of them are slow.
We opened each home page simulating a phone on a slow mobile connection and measured when the main content appears (known as LCP). Google considers up to 2.5 seconds good. In Umbria, 80 websites out of 468 (17%) made it; in the province of Terni, 19 out of 104 (18%). For half of the websites in Umbria it took more than 6.8 seconds.
| Time | Province of Terni | Umbria (sample) |
|---|---|---|
| Within 2.5 seconds | 18% (19 out of 104) | 17% (80 out of 468) |
| Between 2.5 and 4 seconds | 16% (17 out of 104) | 14% (65 out of 468) |
| Over 4 seconds | 65% (68 out of 104) | 69% (323 out of 468) |
By category, in Umbria, within 2.5 seconds: hotels, farm stays and B&Bs 20% (44 out of 218), shops and beauty salons 15% (18 out of 120), restaurants and bars 14% (18 out of 130).
What it means: this is a deliberately strict lab measurement, but it reflects a real problem. Someone looking for a place to eat or stay on their phone, perhaps in the countryside with weak signal, waits a few seconds: if the page stays blank, they go back and pick another result. Common causes are heavy photos and add-ons (the research does not measure causes).
The good news: mobile and https.
Among the 474 working websites in Umbria we could analyse, 445 (94%) have the setting that fits the page to a phone screen (the “viewport” meta tag) and 444 (94%) open securely over https. Anyone typing the address without https is automatically taken to the secure version in 424 cases out of 474 (89%).
What it means: the foundations are almost always there. The problem isn’t whether the website fits the phone, but how long it takes to open and what it offers once it does.
On Google, half don’t say where.
The title is the blue headline shown in Google results. Almost all websites have one (459 out of 474, 97%), but only 245 out of 474 (52%) include the name of a town or area in Umbria; in the province of Terni, 51 out of 106 (48%). A description for Google (meta description) is present on 299 websites out of 474 (63%).
| Category | Share |
|---|---|
| Restaurants, bars and cafés | 63% (83 out of 132) |
| Hotels, farm stays, B&Bs and hostels | 53% (117 out of 219) |
| Shops and beauty salons | 37% (45 out of 123) |
| Total | 52% (245 out of 474) |
What it means: many people search for “agriturismo Valnerina” or “ristorante Terni centro”. A title that says what you do and where you are helps Google show you to exactly those people.
Few introduce themselves to Google and AI.
Structured data is a few lines of code, invisible to visitors, that tell search engines and AI assistants what kind of business you are, where you are and when you’re open. The type designed for businesses with premises, LocalBusiness or one of its subtypes such as Restaurant or Hotel, appears on only 52 websites out of 474 (11%); in the province of Terni on 13 out of 106 (12%). Meanwhile, hardly anyone shuts the door on AI: the robots.txt file blocks at least one of their crawlers (GPTBot, OAI-SearchBot, ChatGPT-User, PerplexityBot, ClaudeBot or Google-Extended) on 12 websites out of 504 (2%).
What it means: the door is open, but almost nobody introduces themselves. Adding correct structured data gives Google and AI clear information about opening hours, address and type of business, instead of leaving them to guess. We cover it in our SEO, AEO and GEO guide.
Tap to call isn’t a given.
On a phone, a number written as a link can be called with one tap. 234 websites out of 474 (49%) have one. A WhatsApp link appears on 97 websites out of 474 (20%). And 217 out of 474 (46%) have neither; in the province of Terni, 50 out of 106 (47%).
| Category | No quick contact |
|---|---|
| Shops and beauty salons | 51% (63 out of 123) |
| Hotels, farm stays, B&Bs and hostels | 46% (101 out of 219) |
| Restaurants, bars and cafés | 40% (53 out of 132) |
| Total | 46% (217 out of 474) |
What it means: anyone wanting to book a table or a room has to copy the number by hand, or look for it elsewhere. It’s one of the simplest and most useful fixes there is.
Facebook yes, TikTok hardly ever.
Among the working websites in Umbria, 303 out of 474 (64%) link to Facebook, 228 (48%) to Instagram and only 12 (3%) to TikTok. One in three (162 out of 474, 34%) links to none of the three. In the province of Terni, Instagram is even less common: 38 websites out of 106 (36%).
Some businesses have no website at all: 43 OpenStreetMap listings with a website actually point to a social media page or a review and booking portal, 31 of them for restaurants, bars and cafés.
What it means: a website and social media work better together. The website is the business’s point of reference; social media brings people in and shows that the business is alive.
The menu is there, and it’s almost always a page.
Among the 132 working websites of restaurants, bars and cafés in Umbria, 82 (62%) have a link to the menu or a dedicated section on the home page. Of those, 74 out of 82 (90%) lead to a web page and 9 (11%) to a PDF file.
What it means: compared with Genoa, where a PDF appeared in 18% of cases, in Umbria it appears in 11%. Still, more than one place in three has no menu reachable from the home page. A digital menu can be read straight away and updated in moments.
Umbria and Genoa, side by side.
The two studies use the same method, with measurements taken on the same day. The comparison should be read with care, because the mix of businesses differs: Umbria has many more places to stay, such as farm stays and B&Bs.
| Measure | Genoa | Umbria | Province of Terni |
|---|---|---|---|
| Doesn’t work | 22% (71 out of 318) | 18% (104 out of 579) | 30% (45 out of 152) |
| Domain no longer exists | 16% (52 out of 318) | 12% (70 out of 579) | 22% (34 out of 152) |
| Main content within 2.5 s on a phone | 12% (28 out of 225) | 17% (80 out of 468) | 18% (19 out of 104) |
| Neither tap-to-call nor WhatsApp | 49% (113 out of 232) | 46% (217 out of 474) | 47% (50 out of 106) |
| Local business structured data | 11% (25 out of 232) | 11% (52 out of 474) | 12% (13 out of 106) |
How we did it.
- Source of the sample: OpenStreetMap, data © OpenStreetMap contributors, available under the ODbL. Extracted on 27 October 2026 from the area of the Umbria region: restaurants, bars, cafés, pubs, fast food outlets and ice cream shops; hotels, farm stays, B&Bs, hostels and holiday apartments; beauty salons, hairdressers and other shops; only if they listed a website.
- Cleaning: we removed duplicates, outlets of chains and stores with a brand listed on OpenStreetMap and addresses pointing to social media or portals, counted separately. That left 757 websites. We drew 600 at random, in proportion to the number of websites in each category, with a fixed seed so the draw can be repeated. We also measured the 35 websites in the province of Terni left out of the draw, so for the province the figures cover all 159 websites: these 35 count only in the Terni figures, not in those for Umbria.
- The city of Terni on its own: OpenStreetMap lists a website for only 30 businesses in the municipality, too few for reliable percentages. That’s why the figures are for the province.
- What we measured: website response, https, mobile fit, time for the main content to appear, title, description, structured data, links to phone, WhatsApp and social media, menu, robots.txt, copyright year and platform. Speed was measured with Chrome simulating a phone (390×844 screen, processor slowed down 4 times, network with 150 milliseconds of delay and 1.6 Mbit/s).
- Rules: a single visit to each website’s home page, on 27 October 2026, a few at a time, with a name saying who we are and a contact address. We read robots.txt first: the websites that asked not to be visited, or didn’t allow it to be read, were skipped. We only publish overall figures, never business names.
- Totals, for Umbria: of the 600 websites drawn, 9 were skipped because of robots.txt and 12 blocked us with an anti-bot system. That leaves 579 websites to tell whether they work. Of the 475 that work, 1 could not be read: the other checks therefore cover 474 websites (468 for speed, because in 6 cases the time could not be measured). For the province of Terni: 159 websites, 152 to tell whether they work, 106 for the other checks, 104 for speed. Each percentage shows its total and is rounded to the nearest whole number. Among the working websites in Umbria, 270 out of 474 (57%) are built with WordPress.
The limits of this research.
- OpenStreetMap doesn’t include every business in Umbria, and some listings are out of date: some of the websites that don’t work may belong to businesses that have closed.
- We only looked at the home page: a menu or contact on another page wasn’t counted.
- The measurements are from a single day and a single moment.
- Speed is a lab measurement, with fixed and strict conditions: real visitors’ times may be better or worse. Cookie banners were not closed.
- The figures for the province of Terni are based on just over a hundred websites: differences of a few points should not be read as significant. Recognising towns in the title or the menu on the home page relies on automatic rules: a few cases may have been missed or counted by mistake.
What a business can do.
- Check that your address works and that it’s the same on Google, social media, OpenStreetMap and your business cards. Our guide Is your website working? 7 free checks helps.
- Open your website on your phone, off Wi-Fi. If it takes more than a few seconds, photos are the first thing to look at.
- Put what you do and where in the title, for example the type of business and the town.
- Make your phone number tappable and, if you answer messages, add WhatsApp.
- Add local business structured data, with address, opening hours and contacts.
If your website needs rebuilding, our guide Redesign your website without losing your Google rankings explains how to do it without losing visitors. Aleryc Digital Studio is a digital agency that helps local businesses and freelancers look good online and get found, with its registered office in Terni: for businesses in the area there’s our web agency in Terni page.
How to cite this study.
You can use the figures as long as you cite the source with a link to this page:
Aleryc Digital Studio, “Terni and Umbria businesses online in 2026”, 27 October 2026, https://aleryc.com/research-terni-umbria-businesses-online-2026
The aggregate data, with all totals by category and area, can be downloaded as a CSV file: aggregate data of the study (CSV). It contains no website addresses or business names. The aggregate data is published under a CC BY 4.0 licence: you can reuse it, crediting Aleryc Digital Studio. It contains information from OpenStreetMap, available under the ODbL. Questions about the method: info@aleryc.com.