The World’s Best Corporate Websites 2016

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An organization’s web site, in a technologically related world, is the face it exhibits to the general public and the cleaning soap field from which it will possibly categorical itself. What an organization does, what it stands for and why it issues have to be communicated successfully from its on-line house. Some firms do it higher than others.

Bowen Craggs & Co. is a analysis and consultancy agency primarily based in London that has, since 2007, ranked the effectiveness of the web sites of enormous company all through the world and consulted with many learn how to put their finest digital ft ahead. This week it launched its annual listing of what it feels are the best possible company web sites—a high 30 from a pool of 200 (listed and critiqued in our slideshow beneath).

See more: Top company websites 2016

Firms on the listing have all had their web sites picked by means of by Bowen Craggs staffers, who compile 10,000-word experiences on every, in an try and reply basic questions: What is that this firm making an attempt to with what’s, in any case, its predominant channel of communication with the skin world, and is it succeeding?

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Topping the listing this yr is Switzerland-based meals and beverage firm, Nestlé, whose web site, Bowen Craggs claims, is concentrated, completely expressive of the worldwide agency’s identification and mission, and communicates these parts with the general public successfully. It additionally defends its public picture, says Bowen Craggs cofounder David Bowen, after years of criticism for advertising and marketing its child meals method to African markets. “Nestlé makes use of its web site, it makes use of social media, it makes its arguments and that’s actually its predominant job – as a popularity administration instrument,” says Bowen. “That’s why Nestlé has to place a lot effort into this specific type of communication—it’s a method of defending its popularity.”

Germany-based Bayer – which took the second place on the Bowen Craggs Index – does an intensive job of utilizing its web site to speak that it’s an thrilling place to work as a way to appeal to high quality personnel. “It’s stuffed with thrilling design, thrilling expertise and that’s type of what it’s there for.” It additionally supplies intensive info on its core companies – akin to its considerably controversial crop sciences sector – accessible simply by means of its international web site.

The third place on the Index is held by Italian oil and power concern, Eni. Lesser identified internationally than rivals Shell and BP, its web site’s focus is to shout out to the world that it exists and issues, and contributes to Italian cultural causes.

Of the highest websites on this yr’s rating, Bowen says every is at a stage of its life the place it tends to be good. He explains: “They method company web sites are handles is that they have a sure life, then they die, then they’re relaunched. This cycle could possibly be over something from two years to 10 years.”

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New websites are typically buggy, which implies they lose floor on Bowen Craggs’ rating—as occurred to that of Shell, which topped charts final yr however fell to eighth place this yr after some new adjustments. High websites this yr, says David Bowen, have been round lengthy sufficient to iron out their kinks. “They’ve simply been polished,” he stated. “They’ve received folks within the workplaces of their headquarters whose job is simply to make (the websites) higher. They take this very critically.”

Its notable, says Bowen, that the highest firms on the Index are European—the highest ranked U.S. agency, quantity 20 on the listing, is Ford Motor Firm. That’s the outcome, he says, of U.S. firms typically eschewing top-down internet presence—one predominant firm web site that hyperlinks to company sub-sites inbuilt the identical style, all overseen by a small core group inside the firm; a hierarchy Bowen Craggs calls “governance.” U.S. firms are typically extra fragmented of their internet presence, with varied firm sectors places creating their very own websites with extra independence from headquarters. “Only a few (U.S. firms) are doing issues in a single place,” says Bowen.


Every firm Bowen Craggs ranked was graded in eight classes: development, message, contact, the way in which they serve society, traders, media, jobseekers and clients. The corporate inspects all nation and enterprise websites, however solely have a look at model websites by way of how they hyperlink to the enterprise stage web site. Many of the firms on the Index subscribe to the Bowen Craggs database service however Bowen denies any favoritism takes place, explaining that the corporate’s evaluation is open to inspection by its subscribers. For extra info on the Index methodology, click on right here.

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