A simple and effective way to update most websites is to post information on the What’s New or newsletter page (see above) at least once a quarter. This information could include significant contracts, new products and services, marketing white papers and other company news. This content keeps your web site fresh (and fresh content is the reason most frequently sited for revisiting websites).

Now here’s where saving money comes in. The editorial content on your web site is exceptionally good raw material from which you (or your ad agency) can develop powerful sales literature and advertising. It saves expensive information gathering and keeps writers focused on the most important messages.

The same content can also be readily packaged for your key trade publications to use in news items So by energizing your entire sales and marketing program, timely web content can save a lot of money.

And if you really want to be timely, consider setting up a blog as an almost instantaneous pipeline of useful information from you to your customers and prospects. Within the past year a wide range of tools have been made available to simplify the mechanics of creating and posting attractive blogs. With these tools eliminating the technical details, all you have to worry about is having something useful to say and doing it in a way the connects with your target audience.