The excitement of planning for a holiday is something many of us look forward to. We work hard, and we appreciate the opportunity to get away from it all—even if just for a little while. And, increasingly, we tend to research upcoming trips online. In fact, one recent survey reports that 95% of American respondents preferred to do their travel research via online channels.

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Running a small business is a unique adventure. To be successful, you have to be both strong and agile. And you have to work incredibly hard to get your name out there. Because you don’t necessarily have the reach of larger companies, your website plays a huge role in defining who you are to the outside world. Even if you have a brick-and-mortar location, the web may still be the only way many people will interact with you.

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