Can a single Web site satisfy the diverse needs of millions of users? By interviewing site managers and designers at companies that face this challenge, as well as leading Web design and technology vendors, we identified three coping strategies. The first is a logical framework for making the decision, "One site or many?" The second relies on personas to prioritize navigation, content, and function decisions. The third strategy recharges interest in personalization, a practice that many plan for, but few have currently implemented.