UK corporate websites underperform against rest of Europe

By Leah Schothorst

The 2015 results of Webranking by Comprend show that top UK corporate websites are no longer as successful as their European counterparts in delivering content that meets key stakeholder needs.

The UK falls into 7th place, averaging a score of only 44.2% compared to Finland (63.3%), Sweden (57.7%) and Italy (55.4%).

Average score by country

• Finland – 63.3
• Sweden – 57.7
• Italy – 55.4
• Germany – 55.0
• Switzerland – 48.8
• Netherlands – 46.7
• UK – 44.2
• Denmark – 43.8
• France – 43.3
• Spain – 38.8

“UK corporate websites are being shown up by the rest of Europe.” says Phil Marchant, Managing Director of Comprend in the UK.

“Webranking is based entirely on what information typical corporate website users – analysts, journalists, jobseekers – need. The fact is, many of the UK’s corporate websites are not delivering the depth of content required as well as companies in Finland, Sweden, Italy and Germany. The question that companies need to ask is whether important stakeholders find the information they need. Our research shows that they do not.”

“It’s an important issue if companies want key messages to be believed and understood, then they need to show themselves to be fully transparent.”

IR and Governance the weakest

The UK is lagging behind particularly in Investor Relations and Governance content. On IR content, UK sites score an average of just 23% which places them 11th in Europe. On Governance content, the UK places 10th in the Webranking, with an average score of 38%. The research shows that the quality and depth of information required by analysts and investors is significantly lacking across the UK’s top corporate websites.

CSR and Career the strongest

However, UK companies score comparatively well in supplying CSR and Career information that visitors want. The UK’s average score of 53% in CSR puts them second in Europe and Career information is second only to Germany with an average score of 54%.

“UK corporations have been putting so much attention into bolstering their online corporate comms to all stakeholders – which is great. However, in seems companies have slightly neglected their most important audience – investors. This needs to be addressed in 2016.” said Phil.

Aviva scores highest

Marginally beating BP and Royal Bank of Scotland, Aviva’s excellent corporate site heads the Webranking results this year. All three sites do a great job of supplying the depth of content required and have clearly taken care to assess exactly what their key stakeholders want.

Webranking UK 2015-2016 – Top 10

• Aviva – 58.8%
• BP – 58.6%
• Royal Bank of Scotland – 58.3%
• Unilever – 55.7%
• Land Securities – 54.3%
• William Hill – 53.2%
• Royal Dutch Shell – 53%
• British Land – 52.3%
• Intercontinental Hotels Group – 51.8%
• Informa – 50.8%

See the full UK results here.

More information

For more information about Webranking and the global findings, please download the 2015-2016 Webranking Highlight Magazine

Contact phil.marchant@comprend.com to discuss your own company’s results in more detail.