Once you go to all the trouble of getting people to come to your site, don't diss them with out-of-date, irrelevant and/or carelessly thrown together editorial materials. Put somebody in charge of website content, and make sure that that person feels ownership of the site. The website is important, and it shouldn’t be thrown at an intern or be the last task of an overburdened secretary. Somebody with authority should be in charge.

That person should make sure that online schedules are kept up to date, that hopelessly dated materials are removed and that mistakes such as typos and broken links are fixed as soon as they are found. There are two main points here: One is that people come to the site in search of information, and it simply makes sense to help them find it. If you don't, they will be gone—and they won't be coming back. The other issue is more subtle: Nothing shouts "we don’t care" as loudly as a poorly maintained site. No serious retailer would allow a showroom to become dingy and dirty. Why do the equivalent with the company website?