Java EE is already the perfect solution for complex business/enterprise systems, and the improvements in JavaServer Faces 2.x provide the perfect chance to reach out to the consumer and small business market; JSF is easier to use than it's ever been before, now making it accessible to businesses of all sizes. In order to complete the user-experience, however, one must not overlook the URL. How PrettyFaces works: The talk introduces you to URL rewriting, storing contextual information – safely – and managing page configuration data with address and query parameters. PrettyFaces’ centralized approach uses URLs to retain the state of pages, meaning less information must be stored in session and application scoped beans. Rethinking navigation: Navigation from the eye of the client. JSF supports page flows well, but managing simple transitions from one page to another can be complex. Examples of PrettyFaces integrated navigation, hyper-linking via Bijection and Components will show how developers gain increased control over all aspects of navigation out of the box, and how this is accomplished without extra configuration. SEO: You will be presented with brief concepts of how to improve client experience, search rank, and conversions through URL parameterization and linking – the importance the browser URL plays an in establishing trust through all client interactions. Examples & Community: What better to wrap up a presentation other than real examples of how to use and tie together what you’ve learned? A few short demos will be followed up with a brief summary of what’s coming up in the URL-rewriting community, how new advancements will benefit everyone, and what we can all do to keep advancement coming.