Businesses and organizations currently using a dynamic Web site (or planning to upgrade their static site to dynamic) should consider implementing a CM solution. With an appropriate solution in place, employees (and sometimes vendors) are empowered to contribute content while IT and Web professionals maintain control over a site's look and feel.

The ultimate objective is to provide a process whereby timely and engaging Web site content encourages site visitors to stay longer and make frequent repeat visits. When up-to-date and relevant Web content becomes a reality, the customer experience is greatly improved— translating into increased customer (or employee) satisfaction and loyalty.