This paper proposes a general framework for the development of adaptive Web sites by showing its application to a real case study: Conexiones Santander Web site. The paper gives a brief introduction to Conexiones model and to other initiatives for the development of academic communities in Colombia, aiming to highlight the relevance of customised learning environments and the pertinence of applying adaptivity techniques to such environments. Additionally, this work illustrates some aspects of the modelling phase of the case study following the MAS-CommonKADS methodology emphasising on agent and expertise models.