A Scoring Tool for Websites – A Case of Sustainable Organizations

This paper introduces a scoring tool to analyse company sustainability marketing efforts. We identify the expected scores for the companies selected on Corporate Responsibility Magazine’s list of 100 Best Corporate Citizens of the year. The scoring tool is based on the aspects of sustainability and website quality and is divided into three categories: a) user friendly, b) transparency, and c) content. The automation of the scoring tool benefits from a sustainability taxonomy to extract and evaluate the sustainability concepts and efforts mentioned by the companies. The tool scores the selected companies websites to determine the extent and quality of a company’s marketing of sustainability efforts. The result of applying the scoring tool shows that all companies in the list scored 8 to 14 in the user friendly section.  In the transparency section, they scored 5 to 7, and in the content section they scored 6 to 10.