Even as weblogs, content management systems, and other forms of automated Web posting and journals are changing the way people create and place content on the Web, new Web pages mushroom overnight. However, many new Web designers produce Web pages that seem to ignore fundamental principles of "good design": full of colored backgrounds, animated pictures, multiple colors and styles of texts, and little to no navigation or Web-based structure. This article presents the findings of a research that examined how novice Web designers create Web pages. The major findings of this research uncovered two struggles that designers faced: a rhetorical struggle in terms of creating identifications and developing new strategies for a new medium and a technological struggle in deploying technologies in the service of their rhetoric.