An US industry analyst quoted in the just-gone-to-print BicycleBusiness says IBDs shouldn't think their websites will reach the world, they are tools for reaching locals and driving footfall.
A perfect example of a UK IBD's website doing just that is www.behindbars.uk.com. This has a superb FMD links section at http://www.behindbars.uk.com/wheretoride.html , as well as a bang-up-to-date stolen bike registry at http://www.behindbars.uk.com/.../theft.html .
And the site is up front about the shop's quality-not-discounting ethos:
"Thanks for reading this page. We want to be special to you and offer the
very best in service and value for money. If seeking a cheap deal then please go no further. You get what you pay for!!"