Big European websites outperforming US rivals

Websites belonging to some of Europe's biggest companies frequently outperform their US counterparts in terms of message, points of contact and search engine penetration, it has been revealed.

A new study by Bowen Craggs, assessing businesses from Europe, the US and beyond, put eight European websites in its top ten, with just two American sites making the grade.

Siemens topped the overall list, while the likes of AstraZeneca and BP also performed well, with lists for individual criteria also seeing the Europeans finding favour.

While the FT Bowen Craggs Index acknowledged that many of the sites assessed had very different web objectives, the rankings still found a broad trend of good performance in the 20 European company websites that were examined, in part due to the region being able to learn from the mistakes of their American counterparts.

Site construction, the study's main criterion and one based in part on how well websites showed up in external search engines, saw Italian firm ENI come out on top, followed by AstraZeneca.

Aiming to provide best practice advice rather than a criticism of industry standards, the report praised sites with a more conventional construction and criticised needless extravagance such as overuse of flash displays and enlarged font styles.

Keeping up to date with the latest trends was also emphasised, while the study also revealed that the next 12 months were likely to see an increase in the use of web 2.0 technologies within company websites.

Around three quarters of FTSE 100 websites currently fail to meet minimum accessibility standards, according to research published late last year.
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