Fortune Cookie highlights needs of online consumers

Businesses looking to encourage consumer use of company websites should ensure they are able to offer a "great user experience", it has been claimed.

According to Justin Cooke, the managing director of web design company Fortune Cookie, businesses should also ensure that their own company website is also usable, credible, accessible, desirable and findable.

"Think about the whole consistency between on-line and off-line and that the experience should be integrated. Does the site experience match the brand essence?" said Mr Cooke.

"You should really enjoy the experience."

Mr Cooke made his comments earlier this month at the Earls Court Internet World conference.

It was also asserted that there should be integration between the online and offline aspects of a company website.

Fortune Cookie is a UK-based organisation with a history going back to 1997.