Index methodology

Why you can trust our scores and analysis

Understanding your audiences and their evolving habits is critical if you want your communications to change hearts and minds

The Index is backed by Bowen Craggs’ deep knowledge of what visitors want and need and has been recognised as the industry standard by Forbes and the Financial Times.

How it works

Over 20 years of benchmarking expertise underpins every review.
Consistent judgements rooted in our proprietary methodology.
We monitor trends and constantly amend our thinking and metrics - to help you stay ahead.

Visitor-centric approach

Audience insights are the bedrock of the Index.
Our methodology includes our analysis of over 1.5 million survey responses from real visitors to corporate websites.
More than half of the Index metrics focus on specific visitor groups.

The Index covers eight core areas

1.Construction

Navigation, orientation, digital sustainability and visibility in search and AI tools

2.Message

Use of the home page, social media channels, company information and storytelling to get key messages across

3.Contact

Quality and visibility of contact channels for corporate audiences

4.Serving society

Provisions for expert and concerned stakeholders, including material issues and the company's vision for a better world

5.Serving investors

The service for institutional analysts and private shareholders

6.Serving media

Treatment of news and other resources for journalists, content creators and influencers

7.Serving jobseekers and employees

Effectiveness of jobseeker tools and information and whether employees are supported on the external channels

8.Serving customers

How welcoming and helpful the corporate channels are to customers – an undervalued and important audience on the corporate estate