Operating web presences can have many different reasons. This book analyzes the underlying intentions, implementation variants, and forms concerning the common purpose that unites almost all web presences: to evoke emotions. It explores design possibilities, requirements for information delivery, layout, user-friendliness, as well as emotional content, different user types, and more. It quickly becomes clear that there is no perfect web presence. However, this work provides insights into approaches, tools, and functions that offer rules and guidelines for usability optimization. Established designs and layouts, the impact of colors, shapes, fonts, and images can be utilized in such a way that visitors can navigate the website as effectively as possible. Exploring or commenting on desired content, purchasing products, reading blogs, or similar activities that the web invites can be very enjoyable - this reading clarifies what truly matters!.