The web site is not a separate concern from the rest of your business practices. Do not assign a webmaster—one specialist who updates all content. The webmaster approach is a throwback to the days when updating your web site was a technical task requiring specialized knowledge. The best person to maintain a given piece of content is the person who cares most about that content.
For instance, if your unit has one person in charge of advising, that person should maintain the advising-related content on the site. If that is not feasible, that person should at least feel that they own the content. They should review the content regularly and make sure that it gets updated.
To keep communication straightforward and to prevent conflicting requests, we ask all units to name two key contacts. In some smaller units, one person may fulfill both roles.
In addition to those two contacts, content ownership may be organized parallel to the unit's structure:
Again, every unit is different. The main point here is that the web should not be an afterthought, a separate issue from the rest of the unit's concerns.