Gemma Lovelock, Founder of promotions marketing agency Lock-In Marketing, shares her view of good and bad sites.

Good site: OriginalCookware.co.uk

The Original Cookware Company

The Original Cookware Company

The Original Cookware Company’s website is a Mecca for keen cooks and budding bakers who want to source kitchen utensils, gadgets and crockery. It’s the website of a 21-year-old, Leicester-based shop and it treats its site exactly as a retail business should - like a shop window. Cleverly categorising by cooking method means quickly and efficiently purchasing all the equipment you’d need for a Victoria sponge is a doddle. There are also niche services such as knife sharpening and cake tin hire, as well as inventive recipes from the owner, which make this site a real winner.

Bad site: Zara.com

Zara

Zara

Zara is the fail-safe high street destination for people wanting stylish and affordable clothes. The website is another story. Zara employs bizarre copy that will infuriate its busy customers: “Thursday: It is the fourth day of the week. It is the day between Wednesday and Friday.” Mounting its spring season whites against a white background is a mistake and too-small images fail to enlarge when you hover over them. I found it awkward to search, forced to scroll through hundreds of items. We’ve become used to online shopping experiences akin to reading glossy magazines. Instead, this felt like working through an audit of blazers.