UK Internet usage has now reached a staggering 37.8m people - nearly 63% of the population - and it grew 145% between 2000 and 2005 and is accelerating. Over 11m users are now on broadband, which is essential for downloading good resolution pictures quickly.

To the marine industry, Internet usage means a major change in business focus. People have access to more information, can compare prices and values more easily and are therefore a more discerning buyer when they finally visit you to see the boat or equipment.

And as they have access to a myriad of sites from basic to sophisticated, they become less patient and more demanding of a site. They expect a quick response and their service expectations are higher. The Internet is changing the profile of the buyer.

Business must recognise these changes and rethink working practises, not only to benefit from the Internet but also to combat competition.

A website needs to be user friendly, constantly updated and built to the quality and standard that reflects your product range. It needs to be part of your overall marketing plan, which will be designed to drive traffic to the site.

Next month we'll look at the best ways of producing a site that can deliver all of the above and take a look at online advertising.