U-C WEBS' founder Nardo KuitertBy Nardo Kuitert, U-C WEBS
[Published in Minding Our Business, December 2008 for the Centre Wellington Chamber of Commerce]

When seasons change, you have to be prepared. Did you already rust-proof your car, clean out your eavestroughs and stock up on salt? Fall is here, and Winter is near. OK, you don’t have to clear the entry to your website with a snow shovel, but most websites (and businesses) do face seasonal trends. Here are some tips to take advantage of them:

  • Is your peak season just around the corner – Christmas perhaps? Rely on Google AdWords to make your website temporarily more visible in the search engines – immediately. So that people searching for your type of products or services can find you when it matters most: your busiest time!
  • Take a close look at your website from a visitor’s perspective. Are the opening hours of your store easy to find (if you mention them at all)? How about your address, phone number? Modern consumers research on the Internet before they go out the door; make sure you don’t disappoint them.
  • With these current economic unstable time: do you offer time-limited discounts? People love discounts and coupons, and the limited availability forces people to act now!
  • When it is your peak season (maybe it is the summer, perhaps Christmas is when you are busiest?), you cannot do anything else than maximizing the potential that this period has to offer. But don’t rest on your laurels once it is over. Use this time to breathe some new life into your website. Review your content – is it still accurate and fresh? Perhaps plan a redesign. Start thinking about a website promotion plan. Maybe it is time for a Content Management System, so you do not have to rely on your web developer to make changes for you. Review your peak season’s statistics and see whether you can find any error pages that need fixing. Maybe you feel inspired enough to start writing a blog (online journal)?

Review – plan – ACT. Your lull time should be the time to review your current website, strategize your promotion and optimization strategies and then of course: don’t forget to implement them!

Nardo Kuitert is an Internet Consultant with Fergus Website Development and Optimization firm U-C WEBS (www.u-cwebs.com). U-C WEBS also offers Internet advertising opportunities on www.ferguspages.com. (link opens in a new window)

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