In the UK millions are now online and many are prepared to use the Internet to make and influence purchasing decisions. Businesses should, therefore, consider
Management and policy implications• There is a large online population in the UK, probably over ten million have used the web, and many are prepared to use it to at least influence their purchasing decisions. It is, therefore, apparent that businesses of all sizes should consider having a web site.• The design of a web site needs to be viewed primarily as a business task, not a technical task. The web site design needs to be appropriate to the needs of the company and should focus on supporting business goals.• Business managers need to exercise quality control over a web site designed for them by their IT technician or an external web design company because the evidence shows that a majority of sites are substandard.• Managers, to fulfil their quality control role, need to understand that simply having a home page on the web does not mean that anybody will visit the site, this depends upon appropriate site design and registration in search engines.1 Journal of Small Business and Enterprise Development, 7(2), 149-159, (2000) Page 2• Small businesses should consider placing immediate responsibility for the site with the person that is also responsible for marketing, rather than an IT expert.• Simple mainly non-technical tests need to be carried out on any web site designed, including checking how easy it will be for potential customers to find it by typing relevant key words into major search engines.• If using an external agency to design a web site, other sites designed by the agency should be evaluated, using the same tests, before it is hired.• The large number of sites not registered with search engines is causing the potential of the web to be unrealised. Businesses with an existing web site may need to redesign it and reassess the potential of the web once the results of this can be seen.