With the holiday season fast approaching, now is the time to fine-tune your company's website, Carol Tice writes. Rewrite some of the text to improve your website's page rankings and show customers the site is active, she recommends. Also, re-evaluate your color choices and focus on the "About" page. "Does your About page tell a compelling story? That can make a big difference in customers deciding they trust you, and will buy from you," she writes.