Creating and maintaining a web server, particularly for a large organization, is both an art and a science. The science of link management, statistical analysis, and error redirection is only a part of what is required of web managers. Additional responsibilities include knowing the information needs of users; data owner support services; training others in web document design and markup; policy formation and enforcement; defining server standards; encouraging creativity; monitoring users; and checking links. This document describes the web manager's responsibilities, and provides instructions on how to customize default error messages and tips for web page referrals and redirection. No web manager is perfect, but those that approach perfection will bring a mix of skills and talents appropriate to the needs of the organization in building effective web systems. (Author/SWC)