We recently published Investis’ latest IQ ranking of the corporate websites and digital estates of all companies within the FTSE 100 for Q1 2016. You can download the index report here.
The index continues to perform well on a global basis, scoring third in the list of global indexes, only behind OMXH 25 and DAX 30, the indexes for the largest companies in Finland and Germany that have traditionally been high scoring indexes. If we only looked at the top 30 companies in the FTSE 100 it would be the highest performing index globally.
The average score of 59% is bolstered by a number of strong performers, and which score amongst the best corporate websites in the world. However, the score is impacted by a number of companies that perform very poorly considering the growing importance of the corporate website in the overall communications mix.
To address how relevant such rankings are, and just in case you were thinking “great, but so what?!” the latest perception study completed by Rivel Research on behalf of Investis outlines how the buy-side rely on investor and corporate websites during their research. An overwhelming 73% of the more than 350 buy-side professionals questioned, said that the quality of a company website influenced “somewhat” and “a lot” of their investment decision making. You can read more about this here.
There are many other important stakeholders that need to be considered. Using our own Audience Intelligence data of more than 250,000 organisations – we know that a broad mix of journalists, analysts, banks, NGOs, local government, universities and other bodies are all visiting corporate websites on a regular basis.
Getting back to the latest IQ report and looking in more detail at some of the content categories we review, corporate governance continues to score relatively poorly when compared to other high performing indexes. As stated during the last report, good governance and transparency are of critical importance for a potential investor, and so this should be reflected on the corporate website.
Of the other content categories that we look at, we see steady but only minimal improvements across IR, Media, CSR and Careers. However, we have seen an almost 2% increase within the “About us” content category, which looks at operations, history, strategy, business model, and market context amongst nearly 20 criteria, so it’s pleasing to see that companies are adding this additional content that really provides stakeholders with the broader and often more detailed information that they want and need.
Amongst the user experience categories, mobile continues to improve at the most significant pace as companies invest in responsive design at the point of rebuild, with a 5% increase in this score. Social has made a small gain, but continues to be well behind the OMXH 25 in this category as more companies include social content, social sharing and increase the frequency and quality of their social content posted to these channels.
The top three performers are Tesco, BP and The Royal Bank of Scotland, a change from our last report in Q3 2015 when Royal Dutch Shell was in second place. Find out more about the other movers within the index by downloading the report here.