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FT Bowen Craggs Index 2008

Widespread revisions reflect a shift in attention

Ten years ago the world’s largest companies were obsessed with getting their collective heads round the worldwide web – they paid it too much attention. Five years ago, many of them had all but lost interest – too little attention. Now their heads are back in action and websites are getting just about the attention they deserve. A good deal of that has been applied in the past year.

This is the main message from the second FT Bowen Craggs Index of corporate website effectiveness. One third of the web estates we looked at last year have been substantially revised. Some have been radically overhauled, bringing a coherence they have never had. The big gripe of so many web managers – that their bosses see the medium as marginal – is being widely addressed.

What will happen in the new slowed-down commercial world? Rationally, more emphasis should be given to this lowest-cost communications medium. But we’ll see: rationality is not always the best predictor of behaviour.

Top 10 from the 2008 Index

Pos	Company	Country	Score (max 280)
1	Siemens	Germany	221
2	BP	UK	212
2	Royal Dutch Shell	Netherlands/UK	212
4	Nokia	Finland	210
5	IBM	US	209
6	Unilever	UK/Netherlands	203
7	E.ON	Germany	198
7	UBS	Switzerland	198
9	ING	Netherlands	195
10	Coca-Cola	US	194

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