There was a whole block of pre-formatted HTML you would have to insert into your website. When you clicked on a button to navigate the ring it would like to a cgi script on the "owners" domain to take you to the next site.

Edit: Down this [1] page a little bit you can see an example of the code you would have to copy/paste

[1] https://web.archive.org/web/19970616173036/http://www.acmepe...