We don't seem to be able to turn on the television these days without seeing an ad or a news item on "e-commerce". Despite the hype and peer pressure, many organisations are failing to take advantage of Internet technologies. Although some mainstream companies are trying to sell goods and services through the Web, most organisations are settling to use the Web for support tasks, such as recruiting, attracting investors, supporting existing customers, and publishing corporate information. And unfortunately, a survey by Palo Alto consultancy Shelley Taylor and Associates has shown the few companies are doing it right.

The survey, published in early 1998, examined the Web sites of 100 listed companies around the world, analysing both their content and ease of navigation. The study, entitled "The Missing Link", found that corporate sites concentrate too narrowly on one type of visitor, such as investors or business partners, and offend or irritate others who are equally valuable. Only three of the 100 sites was judged to be serving investors, customers and potential employees alike and well.

With traditional media, companies tailor information to suit the target audience. For example, an advertisement in a trade journal is pitched differently to an advertisement in a newspaper. However, a company cannot predict who will visit its Web site. A poorly structured Web site is a lot like getting a bad press: the message reaches several groups at once and undermines a company's other efforts to sell itself. Moreover, a visit to a poor Web site results in user frustration. The report found that many sites take too long to explore. Many are badly organised, with users unable to easily find what they are looking for.

The "flaming logo" syndrome also arose. Companies are often too ambitious with graphics, using the most spectacular graphics they can find. Flaming logos tend to impress the wrong sort of people; the majority of genuine visitors are annoyed by the wait. Many Web sites, including Pepsi's, requires visitors to download special software just to view its contents.

Since 1993, HyperWrite has been a vocal advocate of the importance of the structure of content in online communication. In practicing what we preach, we have developed extremely comprehensive community information web sites, where the user can reach any piece of information within four mouse clicks. (You can try for yourself by looking for information about worm farms at http://www.moira.vic.gov.au.)