Web site development method is at an early stage in its evolution. Most existing methods are concerned with technical software issues and are poorly adapted to help developers think about fundamental changes to existing business models that Web-based environments make possible. In addition, traditional methods of requirements elicitation dependent on users are often impractical. The approach described in this paper combines the well-tested ability of Soft Systems Methodology (SSM) to deliver useful models of business process (human activity systems), with recent thinking about mature Internet business strategies from INSEAD. Mapping the four virtual spaces of the ICDT model (information, communication, distribution and transaction) onto business activity models via a simple matrix ensures a reasonably sophisticated view of Web site potential, and ties it firmly to fundamental business processes. The approach, which is simple to learn and a small overhead in terms of development effort, is illustrated with a case study.