So you have an effective site, your traffic comes and finds relative content; they can navigate with ease and locate exactly what they are interested in. What do you do now?

Really at this point do you, sit and wait for the phone to ring? You could and it obviously will, at least from those visitors who already know you have what they are looking for and they are looking for it now. You have successfully utilized your opportunity to sell yourself, your products or your services to them with your site alone.

What about those visitors who are just checking things out at the moment and chance upon your site? Do you simply hope they will key in the same keyword in their search when they are serious and again chance upon your site to be sold all over again? If so, I have one thing to say - bad plan!

Once your site has achieved an effective status what can you do with it to capture information on a visitor and gain the opportunity to directly market yourself to them? Well there are a number of elements that can be used to capture contact info, various signup forms with email opt-in options in order to access highly desired downloads or special site areas, even simply remembering to provide a quick and easy button to "Bookmark This Site" to assist in bringing back those who on first glance won't give up their identity - this brings us to another issue altogether, bringing the back time and again.

How do you get them back?

The answer is simple; unfortunately it will require work on your or your assistants' part - updated content. This is not difficult, it can be an hour a week writing a blog entry or two, keeping a calendar of locally pertinent events (see if any local sites are syndicating this type of content), in real estate an actively changing listings page goes a long way (Great if using Point2 website with strong handshake relations), weekly real estate stats etc. Don't overdo it with trying to be everything to everyone - there's no point to adding a CNN feed to your real estate site - although the content may be interesting it's not pertinent to what your visitors are seeking.

These elements will work for both the random visitor and those you've managed to farm contact information from making them a prospect. So what are you doing additionally to convert the Prospect to a Client? Now that's a whole new article - stay tuned!

The conclusion to what to do with an effective site is simply to keep it active. Your focus should be on providing ways and means to capture contact info - keeping in mind the less you ask for the more likely you'll receive it, providing multiple reasons to return to it with actively changing pertinent content.

The direct pay off for this work is clear, your site becomes sticky, your visitors develop a familiarity with you - a trust they don't have with your competitors, and you gain permission to market directly to them via verified opt-in forms increasing your likelihood of converting prospect into clients.

The indirect payoff is equally desirable, from the perspective of the search engines it is true that content is king, and regular fresh original industry keyword rich content updates is not just gold it's platinum!

So really the worthwhile efforts you put forth to keep your visitors returning to your site also will take you strides further in bringing additional relevant traffic in on primary and secondary organic keyword/phrase search returns.