Have you updated your Web site today? Is it possible that answering "yes" to this simple question is the key to the success of your marketing and recruiting efforts? In the current recruitment arena, the ability to update and maintain this one high-value asset (your Web site) might be the key to the potency of your institutional marketing effort. While e-mail, print, and other methods of interacting with students and parents remain vitally important, there's no question that college Web sites have taken center stage in the effort to convey key messages and engage prospective students. This paper discusses how colleges can use a content management system to keep their Web sites fresh, relevant, and engaging to students, while also promoting ownership and participation from multiple campus users.