Modern organizations face the challenge of communicating their marketing strategies through the Web, besides the traditional means of communication, i.e., newspapers and television. In this context, evaluation of the communicative efficacy of websites becomes a ‘must’ for exploiting the potentialities of such communication channels. To address this issue, we propose a systematic method and a tool that supports it. The method assumes content coverage of the organization’s strategies as content requirements its website must satisfies. The tool is based on a general-purpose semantic annotation framework that allows to identify concepts related to such content requirements. The application and feasibility of the method have been studied on a case study to compare the communicative efficacy of a set of tourist destination websites.