FT Bowen Craggs Index 2009

When times are tough, concentrate on the best-value
channels. Why not?

This, the third Financial Times Bowen Craggs Index of corporate website effectiveness, suggests some companies are thinking that way. Many of the groups here have been busy investing in their web estates, continuing the process of turning them from online brochure into something really engaging. They have realised the website is the most read publication a company produces; why make it boring?

But the index also has some bad news. Although western (especially US) companies have been improving rapidly, there is limited movement in other areas. Groups from Russia, China and elsewhere dominate the lower levels of the list. At one end are companies that are pushing the boundaries of the web, exploiting broadband and experimenting with social media. At the other end, companies are struggling to maintain a mediocre web presence. The gap has never been wider.

The difference is not so much skill, or even resources, it is the attitude of senior management. If top managers believe the web is one of their most important communication channels, they will authorise what is needed. The index may help them to make up their mind.

Top 10 from the 2009 Index

View and sort the full index of 75 companies using our interactive results table.

Free PDF download

We have produced a booklet to accompany the Index that contains additional commentary and analysis which you can download as a PDF or order by post. You will need to sign up for our newsletter before you can download the PDF version (you’ll be taken right to the download after signing up). If you would like to receive a booklet by post then please e-mail Dan Drury