In a recent article about updates users can complete on their own websites, website usability leader Jakob Nielsen presents updates you can actually use to bring a return on your investment (http://www.useit.com/alertbox/roi.html).  Each of these items brings value to your website without much cost.

Email newsletters are easy to manage with tools like www.constantcontact.com or www.mailchimp.com and the costs are low. The biggest challenge for a small business owner is taking the time to write something. 

Improve product pages by adding more detailed information. According to Nielsen, many websites lack the content users are looking for or present descriptions that are not carefully written.

Photography is a common failure point for many websites. Professional quality photos have a huge impact. Use smaller images on the primary pages, but give users an option to see full-sized images as well. Users want to see image detail as long as it is delivered at the right time.

Comparison tools are also essential in helping people distinguish between your products. Nielsen suggests that even with a small product line, comparison information helps consumers make an informed decision. Buyers want to be absolutely sure they are buying the right thing.

Improve your fine print. Many websites aren’t clear about guarantees, shipping costs, ordering process, and privacy details. To build confidence, these details are essential for buyers.

Simplifying the writing on your website, providing search functions, catering to older people, and providing a gift-giving method are additional steps Nielsen suggests as essential to increasing the return on your investment.