Site is an investment and like most investments, you’d like to see a nice return on that investment over time. Your web site (unlike other investments) doesn’t gain any value if it just sits there untouched and it simply means that you have to maintain it and re-invest in it from time to time and as a result it will grow in value and produce big returns for your business.

Here are five ways to leverage your web investment to help your site raise its rankings in the case if your web site isn’t currently getting the results you’d like

1. You should redesign if it’s time. As you know web technology changes constantly, but small businesses often launch their web sites and then forget about them. It means that it’s probably time to bring it up to current standards if your site hasn’t been updated in more than a year or so.

What does upgrading to “current standards” mean? Well, this involves more than just updating the HTML code and CSS styles and in addition it also means adding the standard web functionality that today’s users expect when they visit a web site.

2. You should optimize for the search engines. A non-optimized web site simply cannot compete with the millions and millions of other sites on the web – many of which have already been optimized. Your web site is one of the most important marketing tools that your small business has, but it’s obvious that you are missing out on the traffic, new leads, and additional sales that an optimized site can produce if customers and prospects cannot find it.

It is also necessary to make sure your site correctly uses meta data, heading tags, and link anchor text. In order to make your investment profitable you should always create unique, optimized landing pages for your email campaigns, advertisements, or pay-per-click campaigns to help boost your search engine placements, as well as maximize the potential of converting your web visitors into paying customers.

3. You should fix your navigation. You must have an easy-to-use navigation system that allows users to quickly find the information they are looking for if you want to have a well-organized, usable web site. Don’t forget to make sure that your site’s navigation system is consistent on all your web pages, and that information is never buried more than 2 or 3 clicks deep anywhere on the site.

4. You should get blogging. This will boost your site’s search engine rankings, help build trust with your web visitors, and increase user loyalty and return visits to your site. It should be also mentioned that recent reports show that almost half of all North American companies already have a blog, and this probably includes your competitors. It is not a secret that blogging has really become quite mainstream, and it’s a great way to reach your target audience while improving search engine positions, improving customer engagement and participation, and increasing traffic to your site.

5. You should be a trusted resource for customers. It means that if your web site is little more than an online “brochure,” consider adding some features that visitors will really appreciate. Use such useful resources that users love, for example, how-to articles, web widgets, a newsletter archive, feedback forms, free downloads, and RSS feeds.

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