The website--it is where people go to find out anything and everything about a school, college, or university. In the relatively short life of the Internet, institutional websites have moved from the periphery to center stage and become strategically integral communications and marketing tools. As the flow of information accelerates and new technologies, applications, and tools arrive on the scene, it is essential that institutional websites be lively, current, informative, and easily navigable. In short, they are under pressure to try to be all things to all people. But while the Internet may be infinite, home page real estate decidedly is not. Priorities need to be set. Decisions need to be made. One never gets a second chance to make a first impression. This article describes how three professionals--and their teams at San Diego State University, Hamilton College, and Michigan State University--worked through the process of redesigning their websites to help achieve campus goals.