The need for a good Web site grows in importance every day. Visitors to your site want to know why your agency is different, and what you can do for them. Succinctly explaining your value to buyers on the Web is challenging because most insurance agencies offer a number of different types of products, intended for different buyers. Fundamentally, a Web site should be designed for your desired visitor (prospect or client). Despite the 15-plus years of growth of the commercial Web, it is still really in its infancy, and even tomorrow's Web sites very quickly become obsolete. True vision and leadership by agency principals, with a methodical development and design process that allows each unit of the agency to define the targeted client they seek, and to identify the online assets they want to implement, is the proper start to a better site.