Observation of the commercial websites of SMEs reveals a wide diversity in the structure of sites and targeted publics, as well as in the association of these two aspects with the SME's business (whether B2B or B2C). This diversity - which characterizes the most common application of the Internet in SMEs - suggests a need to identify coherence between the structural characteristics and strategic appropriations linking up diverse processes of creation and transformation of sites. These processes correspond to the singular trajectories of individual SMEs' entry into the information society.