In the digital realm, a company’s website is often its first point of contact with the world. Consumers interested in seeing the organization behind products they love, potential partners researching a firm that arouses their interest, or investors doing their due diligence—all make a beeline for a company’s online home.
As they did in 2016, Bowen Craggs & Co., a corporate communication consultancy, recently published a critique of the websites of the world’s largest companies, ranking them on their effectiveness. For a closer look at the top ten of that roster, complete with scores and a quick analysis, check out our slideshow below.
In compiling its report, Bowen Craggs started by taking a list of the world’s 200 largest firms, based on market capitalization, and rate the website of each in various categories that make up a score out of 280. Factors that come into play include construction, message, contact, as well as how well they serve users like investors, the media, jobseekers, customers and society in general.
Topping this latest ranking—Bowen Craggs’ last such study was published in 2016—is GSK, or GlaxoSmithKline, a pharmaceutical company based in London which generated nearly $34.5 billion in 2016. In the last ranking of corporate websites, GSK came in fifth, with 206 points. This year, in first place, it earned 216. In assessing its website this time around, Bowen Craggs touted GSK’s intuitive links to its regional sites and contact pages, its use of its website to promote its responsible activities, and simple navigation. According to the report: “Careers sections should lead the innovation charge online, and gsk.com does just that with video blogs from employees in the field, as well as the powerful use of interactivity and social media.”
In second place, three companies were tied with scores of 213 points each: Bayer, a German pharmaceutical and life sciences company; British oil and gas company, BP; and Swiss food and beverage company, Nestle.
For Nestle, Bowen Craggs was impressed by its site’s large amount of information on various aspects of the company and its activity, even if the site is not cutting edge. Other positives were its clean aesthetic, strong headlines and well-chosen of hyperlinks. All-in-all, it broadcasts the company’s international reach.
BP’s site was highlighted for its ease of use and self-promotion as an organization interested in the transition to lower carbon energy sources. Like all the top sites, it informs visitors of its various activities and does that well. Other high points include cohesion between the company’s regional sites and the information services for investors.
Bayer has many different websites, because of its international scope, and according to Bowen Craggs, does a good job of maintaining a theme by using common templates. It uses its online platforms to effectively paint itself as an innovator. Also impressive is Bayer’s dynamic landing page, a careers app and large amount of information for investment analysts.
To read the full list of the best corporate websites, look to Bowen Craggs official report here.
This was featured in Forbes