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Summary

The only thing worse than not having a Web site is having an outdated one. Refreshing your Web site's design, content and features will put your best virtual face forward – and can even make it easier to keep it fresh. Here's how.

Hit 'refresh': Why your Web site may need an update – and how to do it

by Corinne Colbert

October 2008

Not so very long ago, the key marketing vehicle for business incubation programs was a brochure – probably something attractive and glossy that outlined the facility’s features and gave contact information. These days, however, potential clients and partners are more likely to discover your program on the Internet via your Web site.

Unlike a printed brochure, your Web site is distributed free to anyone with an Internet connection. And it can be updated instantly, so you don’t have stacks of outdated brochures sitting around.

But there’s a catch: To be most effective, your Web site has to be kept up-to-date, not only in terms of press releases and other news, but also in its look and features. Early Web sites tended to be almost like electronic brochures. Today’s users, however, have become accustomed to more sophisticated and interactive sites.

Following the examples of colleagues who already have done so, you can have an appealing, user-friendly Web site that doesn’t cost a lot of money.

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Keywords: client selection/admissions, effective communication, marketing and promotion, new technology, stakeholder relationship management

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