Everybodys got one. You cant do business today without one. For some companies, its all theyve got.

What is it? A Web site, of course. Companies spend hundreds of thousands of dollars making their Web site stand out in the sea of www.s that make up the Internet. Like anything in the business world, some are good, some are bad; some Web sites will sell you an insurance policy, others wont, although they say they will. Some connect their agents to each other and the home office, all over the world. Others will give you the phone number for the call center.

Just like college football, everyone thinks their teamor siteis the best, but theres no clear championship. There are plenty of people with opinions, though, and theyre happy to tell you which one is better than the other. Gomez, for one, rates insurance Web sites. But whether your Web site is considered a good one or a bad one, the only thing that matters to your company is what you are trying to accomplish with it. For personal auto giant Progressive, its Web site is an important part of their sales strategy. For direct seller Amica, customer service is imperative.