But so many options for consumers could bring too much competition for small business owners – that is, unless they properly prepare their Web site for the holiday season. Not only must they provide a reason to shop, but they must also promote that reason extensively.

Small business owners should first create a list a keywords that will lead customers toward their holiday specials, whether they are particular products or special sales. These can be placed anywhere on the Web site for optimization, and in a number of forms: with pictures as alt tags, embedded in the Web site coding under meta tags, or simply included in a written blurb.

Regardless of what they are, returning and even prospective customers will always be drawn to something new, said Maria Perilli, online marketing manager for Deep Blue Interactive , a web design and Internet marketing company. Furthermore, “the more content you have on your page, the more your Web site is promoted on the search engine,” she said.

For a richer shopping experience, online retailers now have improved site searches, customer review features, and product videos. JCPenney’s Web site has all of this, while also highlighting limited-time offers. Small business owners can do this, or even create a separate page for longer-term deals.

Such microsites, like Best Buy’s Project Holiday , can also demonstrate how company products can lend to unique gift-giving. If the holiday budget permits, small business owners can even take one step further and create a pay-per-click campaign for that page, Perilli said.

As for the main web site, what should also be prominently displayed is “a call to action” – a phone number, e-mail address, or even a link to a contact form, whatever prompts more than just browsing. As for the rest of the shopping process, small business owners should first obtain, then display an updated security certificate.

“Customers are not going to buy anything on a unsecured site that’s taking credit cards,” said Matt Warnock, creative director and producer at Daisy Interactive .

Small business owners should update shipping and handling information periodically – making fees and expected delivery times extremely clear. “They need to be concerned with orders getting out in a timely fashion, especially since customers can get so panicky about getting their Christmas gifts,” Warnock said.

Finally – no matter how they may choose to update their Web sites this season – small business owners must aim to provide a shopping experience as personalized as customers may find in brick-and-mortar storefronts.

“Make sure you put your message out as much as possible … making sure the customers feel happy and positive about shopping,” Warnock said.