IT is almost unthinkable for a business not to have a website these days. Yet many internet sites are plain awful and many chief executives are ignorant of the fact that a really bad website can cause more damage to their business than a disgruntled employee.

But why have a website in the first place? An important piece of research involving thousands of online shopper surveys (Profit or Pain From Your User Experience, by Landmark Consulting, E-digital Research, and the Hewson Group) found that a typical business could increase online sales by 64% if it improved online services.

The report states: “By improving the online experience to match the best competitor, the average grocer can increase online sales by a minimum of 54%, and the worst by 480%. Travel businesses can lift sales by 33% on average, and by 100% for the worst. Even in the highly competitive sector of books and CDs, where the hurdles to buying online are low, the worst business could improve sales by 19%.”

James Ellis, marketing manager of Norfolk Country Cottages, a holiday lettings agency based in Reepham, Norfolk, described the benefits a recent overhaul of the website had brought his company. “Our new website means that if availability or details change on our booking system this will be reflected on the website within five minutes.

“This not only saves us time, man-hours and money, but it also means we are able to provide a better service to our customers and homeowners.”

A better website also means lower printing and marketing costs. “We printed 7,000 fewer brochures last year, taking us down to 25,000 copies. This saved tens of thousands of pounds in postage and printing, and also had a positive environmental impact.”

The web works, but only if you get it right. Sean Hanneberry, head of the interactive web development division of Clark McKay and Walpole, a communications agency, said: “A website is becoming increasingly essential — consumers expect it these days. But if you cannot do it well, you are better off not having one at all.

“If customers are unhappy with the web experience, they are more likely to complain and less likely to buy your product. Either way, you are losing money.”

Alan Meekings, managing director of Landmark Consulting, warned: “You are not just building a website, you are building an end-to-end user experience. You have to ask what the benefits are going to be from the user’s perspective.

“If you can’t buy the product online faster and more conveniently than you could over the phone, what’s the point of going online?” Hanneberry argues that it is essential for businesses to realise that a website is not a bolt-on service, but an integral part of the business.

“The website is a brand experience,” he said. “It’s the same as walking into the store.”

Most experts agree that a common mistake businesses make with their websites is to design them from their own perspective rather than that of the customer.