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The rapid development of Internet brings enormous new business opportunities but also presents a challenge to newcomers and existing players in various industries，especially SMEs(Small and Medium sized Enterprises)．Capturing the massive numbers ofweb visitors or netizen(net citizen)requires extensive effort．An understanding of what constitutes an effectiveweb site is important in order to take the full advantage of the new medium．This paper reports a research on the effectiveness ofthe websites of SMEs in Hong Kong．Different to previous research that only evaluated Web sites，this study investigates the content of web sites and the netizen expectation as well as the gap between the two variables from quality management point of view．The research questions include：what are netizens expecting rom SME websites?What are SME websites providing?Are thesewebsites satisfying the netizensexpectation or disappointing them?The research is based on a questionnaire survey of 141 netizens and a review of 30 SME websites in terms of 60 features related to website content．The research also used the Purpose-Value Framework and the Customer WindowSM Model from previous research for questionnaire design and data analysis．The research found that 1)about 13％of the website features are not highly expected by netizens,but most websites provide these features，2)about 37％features are highly expected by netizens but few websites provide these features，and 3)about 50％featuresare in a balance，relevant expectations are reasonably meet by websites．Additionally，the research produces a ranked checklist ofnetizen expectations and a ranked checklist of website deliveries．The implications for improving the existing SME websites or designing new SME websites are discussed．Future research is explored finally．