Today’s colleges and universities face a complex set of circumstances for student recruitment, application and enrollment. As a result, higher education institutions are finding that they must engage in more creative marketing to put themselves in the best light to prospective students. One of the most effective ways to differentiate the institution and engage the prospective student is by using the Internet. This paper will examine the importance of Web presence in higher education recruiting and discuss how to effectively use a content management system to maximize these efforts.