The web site is a library's most important feature. Patrons use the web site for numerous functions, such as renewing materials, placing holds, requesting information, and accessing databases. The homepage is the place they turn to look up the hours, branch locations, policies, and events. Whether users are at work, at home, in a building, or on their iPhone, the library's web site is the interface that librarians provide for them. It is important that one should be aware of the message a library's web site sends. If the homepage is confusing, then patrons will undoubtedly perceive the library to be complex. If the site is filled with links and widgets, then users might feel overwhelmed or frustrated. If the design looks out-of-date, then patrons will likely feel that a library is also behind the times. Web design matters. So start thinking about a site as an ongoing personal experience and not just a URL. This article presents and discusses ten essentials for any library site. These include: (1) promotion; (2) segmentation; (3) visual cues; (4) inspiring photos; (5) search boxes; (6) mobile-friendly pages; (7) feedback; (8) redundancy; (9) analytics; and (10) an easy way to ask for help.