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U-C WEBS' founder Nardo KuitertBy Nardo Kuitert, U-C WEBS

Summer is coming to an end and people are slowly but surely returning to their normal routine. The vacation will soon be a distant memory with the kids back into school and then it is business as usual. Or is it?

This would be a good time to take a fresh look at how you operate your business. Review the critical parts of it, or ask for a second opinion – get valuable advice by discussing your observations with people you trust. There probably will be areas in your business that can be improved upon; things may have fallen by the wayside. And you may realize that there are new strategies out there that may reap huge rewards for you and your business.

It is always a good idea to write down the major parts of your organization’s online marketing plan, and then try to assess their effectiveness. Take your website for instance: could it do with a fresh coat of virtual paint, could its content be refreshed? How well can it be viewed on mobile devices, and are there enough calls to action?

Also take a look at your statistics, and see what the traffic trends are. Are they up or down? And how about the average time spent on your site, or the average number of pages visited. Are they up or down? You can use heatmaps and visitor recordings to review what people look at most on your website, and which parts of it go unnoticed.

Something that you can easily do yourself: do a search for your company’s name in the search engines. Find out what people are saying about you. Do the same in the social media. Based on what you find, it may be time to set up some tracking, so you are aware of your online reputation.

You cannot fix something if you don’t know what it is that needs fixing. So free up some time to reacquaint yourself with your organization’s digital landscape, and then take action to make the upcoming year the best it can be.

For more information: contact your web developer, or website optimizer Nardo Kuitert at www.asknardo.com or 519-787-7612. Nardo has written the On The Web column on behalf of the Centre Wellington Chamber of Commerce from 2006-2016.

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