No, I'm not suggesting we buff ranged gameplay to the point of AA levels. Arcane Archer does not need any buffs either, but the idea here is that players get an alternative to Arcane Archer's myriad of extremely effective options.
To preface this, I've experimented a lot with various ranged builds. It's common knowledge that Arcane Archer blows any kind of ranged build out of the water, to the point of absurdity. This is pretty much held in check balance-wise by the fact that not everyone wants to play an elf, and on top of that a ranged gameplay elf. But I don't think this should mean that anyone else who wants to play a ranged character need have a poor gameplay experience.
Ranged rogue is probably in the best spot currently, with the (albeit very situational) ability to do (very close) ranged sneak attacks. The strength of this isn't even really in the ranged damage, but that you can combine it with so many tools, and you need to flatfoot your opponent to benefit. Straight archery ranger, despite having a path for it, is not that fun to play due to over-reliance on (a now less effective) animal companion. Zen Archery wisdom classes can be made to work, but again, you're relying usually on summons to supplement your damage as a tool. There's also some deep fried vigilante and warpriest things that are alternative takes on the rogue formula but incorporating Zen Archery.
What I'd like to see is a few feats that could be optionally chosen by any class that might allow for some more build experimentation and increased effectiveness for someone who wants to use a bow/sling/etc. A few more options to obtain a little bit more ranged AB or crit range without being an Elf. There should be no reason a fighter cannot choose to be as effective with a bow as they would be with a longsword.
There are plenty of feats from tabletop you can use as a basis here, from both D&D and Pathfinder. Pathfinder in particular you can build a proper fighter archer that doesn't feel like they're un-optimal by virtue of existing. Some examples:
Deadly Aim - Take an AB penalty to gain more damage. Power Attack but for ranged weapons.
Disrupting Shot - When targeting a spellcaster, on hit requires their concentration DC to successfully cast their next spell to be higher.
Exceptional Pull - Add +2 to the strength rating of a weapon you're proficient/specialised in (could translate to +2 damage or any number of things).
(Improved) Precise Shot - One attack ignores AC/Concealment bonus
Shot on the Run - Make a ranged attack at any point during movement that doesn't suffer the typical penalties
Suppressive Fire - When you damage a target with a ranged attack, it can’t make attacks of opportunity against allies
These are just hypothetical examples of directions you could take these feats that I yoinked from Pathfinder first edition. It also has several feats that work as Called Shot does (which is a feat I think is in a really good spot). All could be (and likely should be) tweaked dramatically in order to fit in with this multiplayer setting with cooldowns or uses per rest. The potential to make mundane ranged combat fun and more involved is there, and it doesn't mean you need to make ranged characters oppressive things that will dominate the PVP/PVE landscape.