The experience of users of the web resource developed by the Health Protection Agency, following the arrival of H1N1 influenza, can be used to formulate criteria for web communication of up-to-date guidance in any incident management. Users participated in an online questionnaire survey. Responses were analysed quantitatively and qualitatively. Seventy-four per cent (95 per cent CI 67-81) of respondents rated the online content as 'excellent' or 'good', with higher levels of satisfaction among healthcare professionals. Across all respondent categories there was demand for information more specific to their circumstances, alongside implementation of mechanisms such as text and e-mail to alert users to updates of web content. Based on the study findings, several recommendations were made on the use of similar web-based resources in future. With consideration of these recommendations, this strategy of web-based communication can be employed in other high profile incidents requiring a national response.