A new research report emphasises the importance of good quality web sites to attract online shoppers, but says many businesses are still ignorant about the public’s attitudes.

Over half of UK consumers questioned said they would walk away from any business without a web site, and 85 percent said they would have reservations about buying from a company with a poor quality site, according to the survey by web hosting firm 1&1 Internet.

Yet despite these figures, one in five small and medium-sized firms did not recognise the importance of their web site to the public, and a further 20 percent did not believe that a poor quality site could affect sales.

"The research suggests that in 2006 there really is no justification for any business to lack a web presence," argued 1&1 Internet's Richard Stevenson. "[It] shows that people now expect to research all types of supplier online."

The most common complaints about web sites concerned slow loading speed, a dated appearance and lack of interactivity, Stevenson added.

“Businesses’ web sites should make the right impact with a professional appearance, fresh content and facilities for interaction," said Stevenson. "It has never been easier for smaller businesses to cover all bases with e-shop functionality, email newsletters, chat tools and photo galleries."

Nearly two thirds of respondents overestimated the costs of starting up a web site by 400 percent, according to the research. DIY web site packages can cost from only £5 a month, Stevenson said.