No more excuses: let's get your small business Website whipped into shape. People who are moderately online use the Web as their first search source. Phone books are dead trees; if your business is not online with an easy-to-find phone number, I'm clicking elsewhere. People spend money in browser-based shopping sprees and your Web site has to compete.

Let's whip your site into shape. We've already discussed how you can grade your own site; offered tips for upgrading your site; and suggested ways to increase your search-engine ranking. Let's take the next step and whip your small business Website into first-class shape.

What do your site visitors want most of all from your site?

LET ME SEARCH!
I want a search box, plain and visible, preferably at the top of every page but definitely at the top of the homepage. If you don't have a site search, you can get a great free search tool in phpDig but you'll probably have to pay someone to make it work. It's worth your money. Put it at the top of your list.

TALK TO ME!
Company contact information belongs on every page, preferably in the footer. The footer area should also tell me a mailing address, a fax number and not merely supply a link to a contact page. Think: single-clicking! One click to get where you most want to go should be a navigation goal.

HELP ME!
You can add online help to your site through volusion's Live Chat (free edition) or through the Open Source PHP Lively at Sourceforge (the holy grail of Open Source apps to try). Of course, you have to make an employee available to respond, even if only a few visitors click the icon. Surely, someone sits at a desk during the day. Think how important they will feel!

FEED ME!
I want to know what your company is up to and what new products you have that will benefit me. Send out an RSS feed of new information or products. The nitty-gritty of RSS is here and if you're not into coding, try one of several free Open Source apps to generate RSS from your Web site.

Pheeder claims to be easy to implement and has loads of documentation. RSS Genesis works on any type of server and is PHP4/5 compatible and RSS Feed Creator claims simply to generate RSS feed.

While you're at it, how about offering RSS feeds for companion products that might interest me? There are some free RSS services that enable adding feeds to your site relatively easy and, of course, FeedRoll.

While you're RSS'ing, you can create a feed of any Web page that interests you. Feedity is a free service that will create a feed for any page and alert you to changes or updates to any site's page. Keep on eye on the competition or sites of businesses that impact what you sell through easy RSS reading.

WHOLE PACKAGE ME!
Robert Scoble, an online evangelist, lists his best practices for your business cards. Why not incorporate these ideas into your small business Web site?

1. Start the conversation – make your site engage the visitor.
2. Make it a standard size and shape but be different – that's why you need a Web development firm with creative builds in their portfolio.
   
3. Make sure the basics are easy to find.
4. Tell us what you do. Unless your business is globally recognized, we need to see what you're selling in clear language on the home page.
5. Break some rules but stay on the good side of obnoxious.
6. Highlight your corporate tag line. Don't have one yet? Get one.
7. Use language options if appropriate.

Use the rest of 2008 to build a plan for your small business Web site to move toward as many best practices as possible. A site re-design isn't free and is also not a silver bullet that will increase sales dramatically in the first week. You still have to market your Web site. Stay tuned.