A possible measure of quality for any model or methodology is the degree of acceptance and usage. This paper discusses the factors that contribute to the industrial acceptability of conceptual models for web application design. We present an empirical study that examined 62 companies or institutions (in America and Europe) involved in large-scale web application development. By investigating the “desiderata” of industrial “practitioners” (developers, designers, or project managers of web applications), we aimed at identifying the requirements that a web design model should satisfy in order to be accepted and used at industry level. The paper describes the design of the study and its main results.