Once your content is in top shape, you're ready to bring visitors to your website.

When they arrive, you'll want your content to motivate them to take an action that helps to bring you closer to your goals: more majors, more graduate students, a better department reputation, and so on.

Keep clear, measurable goals in mind for your website to achieve.

Accentuate what makes your department unique.

Promote your website online and off, via searchability, cross-promotion, and more.

Use the internet's dynamic nature to your advantage.

Make sure links “for more information” in offline ad campaigns do in fact deliver more information.

Go beyond informing visitors: spur them to action.

Investing time in social media can pay off—or divert limited resources from more effective online development.