The product, Burson-Marsteller Website Benchmarking, provides a tailored team of analysts for every client based on who their key stakeholders are. Analysts review the website and assess its performance based on their own individual perspectives. The analysis considers every single aspect of the site in comparison with competitors, from design, accessibility and usability to content and messaging. The assessment provides recommendations on strategic improvements with a special focus on corporate communications and behavioral criteria that go beyond technological features.
“Every organization has a broad spectrum of stakeholders ranging from customers, suppliers and employees to regulators and the media,” says Stéphanie Bonnet, digital practice leader at Burson-Marsteller EMEA. “How they perceive and respond to the organisation and its products or services depends on the range of "touch points" they are exposed to. In most cases, it is now the internet that is the primary point of contact for stakeholders, and the key differentiator of the Burson-Marsteller Website Benchmarking is that these groups are part of the review process.
The Burson-Marsteller Website Benchmarking is one component of a broader assessment that Burson-Marsteller offers to clients as part of its Digital Check-up, designed to help organizations determine their overall online health and positioning.