The trend for websites to cultivate "communities" of users has led internet service provider WorldOnline and weddings portal Confetti.co.uk to call in specialist Liv4now.com.

The two companies have signed contracts to take Liv4now's Neo1, a product that claims to increase loyalty and site "stickiness", as well as providing insights into customer behaviour.

Liv4Now will provide and manage both sites' online communities to ensure they are regularly used and that any abusive language is filtered out.

Liv4now began as a youth-focused community site but Serena Doshi and Ewan McLeod, who founded Liv4now in November last year, said success in building a loyal membership base had persuaded them to offer their expertise to other websites.

"Community management is like gardening - there is a need to seed, feed and weed," Ms Doshi said. "Communities which are not actively managed quickly show signs of neglect. Those that are effectively managed help businesses achieve their objectives by providing valuable customer insight."

Neo1 manages communities for women's portal Handbag.com, music network Worldpop.com and online stockbroker Selftrade.co.uk.