Your business paid a consultant to build your website, or a propeller-head whipped up one in-house. It’s live, ready for throngs of traffic, so your site is able to be left alone now, right? Wrong.

The company’s Web Department might not be very big. It may only be one person, or it may be outsourced. Once you’ve chosen to put your business online, though, one thing your Web Department cannot be is non-existent. Someone, whether an employee or a contractor, must be responsible for keeping the site’s content fresh and current.

Having a website that is never updated is like nailing a poster to a telephone pole and expecting it to meet the marketing needs of your business, forever. Business managers continuously send updates in the form of print advertising or in-store promotions; it makes sense to do the same on the Internet. Without compelling, changing content, prospects will probably never give your site a second glance, much part with their money.

Updates don’t have to be daily, or even weekly. If people can expect monthly updates like clockwork, they’ll see your effort to reach out to them in a good light.