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What is top class

The characteristics of an effective corporate web presence

What makes a top class corporate web presence? First, you can move around easily without losing your bearings. This is a sign both of good construction and good governance – that is, the web presence is run according to well-observed rules and processes.

Second, the best sites do all the jobs they could be doing. They offer a high quality service to all stakeholders: people looking for jobs, customers, journalists, investors and the important social responsibility lobby (see Leaders by metric for more). They even take care to offer good contact points – an element we include separately because it is often the most important role a site plays.

Third, they make good use of web technology. With the spread of broadband, video, podcasts and the like make increasing sense, though imaginative use of less bandwidth hungry tools can be at least as valuable. We see only limited evidence of ‘web 2.0’ devices to build communities online. This may be because these corporate giants are laggardly or because they are rationally cautious. Whichever, we would expect to see more experimentation over the coming year.

Extra special

But the companies at the very top do more. Siemens, the Index leader for the second year running, continues to stand out not only because it has a huge but highly coherent web presence, but because of the attention to detail. It is clear that Siemens has not just said ‘Let’s do the same as others, only better’, but has taken each problem and tried to solve it from first principles.

Whether your company features in the Index or not you can order your own Index report.