Why we publish the rankings openly
FrictionZero ranks competitors, clients and itself on the same reproducible method — and publishes the result even when it's uncomfortable. Here's why that's the whole point.
A ranking is only worth anything if it gives the same answer no matter whose site it is — a prospect's, a client's, a competitor's, or our own. The moment a score bends to who's paying, it stops being evidence and becomes advertising. So we publish all of it, in the open, measured the same way every time.
The same ruler for everyone
Every company in every sector index is scored on identical, externally-observable signals — discovery, website, conversion, trust, authority — using public tools anyone can re-run. There is no paid placement. There is no private adjustment. If a client ranks #14, we publish #14, and we show exactly what would move the score.
That discipline costs us comfortable conversations. It also makes the number mean something, which is the entire value of it.
An uncomfortable fact beats a flattering opinion
Most marketing hands businesses a flattering story they can't act on. We'd rather hand them an uncomfortable fact they can. "You rank eighth, and the reason is a four-second mobile load" is more useful than "your digital presence is strong" — because the first one tells you what to do on Monday.
The method is only credible if it gives the same answer whether the company is a prospect, a client, a competitor or us.
What this means for the companies we measure
Being ranked isn't an attack. A low score is a prioritised map of opportunity, not a verdict — and crucially, our scores measure digital commercial friction only: how easily customers can find, trust and transact with a company online. They say nothing about a company's quality, solvency, legality or the service it delivers. Every measurement is dated, linked to the method, and open to re-check. If we got something wrong, we fix it fast.
That's the deal we're offering an entire market: a fair, repeatable mirror. See the sector rankings, read how we measure, or run your own Friction Score.
Frequently asked
Does FrictionZero rank its own clients?
Yes — on exactly the same method as everyone else. If a client ranks #14, we publish #14 and show what would move the score. The number is only credible if it doesn't change based on who's paying.
Can a company pay to rank higher?
No. There is no paid placement and no way to buy a position. Scores are computed from reproducible public signals; the only way up is to reduce real friction, which then shows on re-measurement.
What if a company disputes its score?
We publish the measurement date and method so any score can be re-checked, and if a company shows a measurement is wrong we re-run and correct it promptly.