Bowen Craggs has developed a method of benchmarking corporate websites in great detail. The FT Bowen Craggs Index uses the same methodology, but at a simpler level, writes David Bowen.

Specific metrics focus on how a site serves different groups, while overall metrics cover construction, message and contact.

Construction looks at navigation and coherence; message looks at the visual and content messages transmitted; contact covers ease of getting in touch and appropriate use of FAQs.

Bowen Craggs’ analysts are experts on the corporate web and ask first what should be provided, before judging how well it is done.

A review takes 10 hours on average, creating 400,000 words of analysis behind the index. There have been some small refinements: the numbers are not perfectly comparable with last year’s (though there is no general shift up or down).

Companies included in the index are taken from the FT Global 500 2008, which is based on market capitalisation. We have indexed the top 25 from each of the US, Europe, and the rest of the world. The only company excluded is Berkshire Hathaway, which does not use the web in a conventional way.

Companies featured last year that no longer fit the criteria are: Wells Fargo, Wachovia, Altria, UBS, ING, Royal Bank of Scotland, Royal Bank of Canada, EnCana, Canon, Sumitomo Mitsui, Honda, and Mizuho Financial.

About Bowen Craggs

Bowen Craggs & Co advises companies on how to make their web presence more effective. Recent and current clients include Shell, BP, Roche, Coca-Cola and Nestlé. Its association with companies in the index has not affected the scoring: it has no interest in marking them up or down.

For details, including rankings by different metrics and downloadable Excel files, go to www.

Copyright The Financial Times Limited 2018. All rights reserved.

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