The project described here introduces an educational module for use by Extension professionals and business owners/operators. The module is designed to help small rural firms build a unique and experiential Web site consistent with their physical stores by implementing 4E strategies. The module presents strategies to enhance the Web site experience and includes an introduction to Pine and Gilmore's (1999) experience economy (4E) concepts and their application to Web site design for small rural retail and hospitality businesses. The module supports a step-by-step approach to assessing firms' experiential offerings and designing experience-rich Web sites.