Customers have great expectations when they visit your Web site. They increasingly want a rich, interactive experience, and their tolerance for latency is approaching zero. If you cannot achieve these often diametric goals, your customers may take their eyeballs and their business elsewhere. But how can you achieve them? By continuously tweaking your architecture, and occasionally re-architecturing, to meet the demands of fluctuating Web traffic. To ensure a blazing fast Web site, follow these four industry best practices: 1) architect pages for raw speed; 2) know your code; 3) continually optimize your application architecture; and 4) partner with infrastructure operations and marketing professionals. And to keep ahead of the curve, follow Forrester's next practices: Become cloud-ready, and move beyond Web architecture to "connected" architecture.