The importance of a website to business marketing is indisputable today. However, there are still plenty of businesses that don't know how to use their websites to maximum effect. Many assume that once the website is built and deployed, their work is done. Unfortunately, they're wasting a valuable resource.

Unlike print marketing materials, a website allows you to continuously adapt and enhance your message. It also enables you to quickly and easily promote events, share news and advertise job openings. All for a fraction of the cost of print marketing.

Aside from the cost benefits, there's another compelling reason to update your site. Web visitors seek fresh information, and Google rewards sites that provide it. Along with other search engine optimization best practices (which will be the subject of another day's post), new, relevant content will help your website find its way to the top of the search results.

Finally, a website offers unmatched opportunities to influence potential customers both before and after a sales call. Case studies, testimonials, white papers and articles all help build credibility. When you don't post this sort of information, you waste a chance to promote your strengths.

So, make it a habit to post something new - and relevant - on a regular basis to take advantage of the marketing opportunities your website provides.