SUNNYVALE, Calif. — Financial services companies’ Web sites did not stack up well against airlines’ sites in service and other areas in a survey by NetRaker.

The NetRaker Competitive Rating Service said the airlines sites had much better differentiation between providers and did better at drawing new visitors. First-time visitors accounted for 20% of traffic to airline Web sites on average, against 12% for financial sites.

Charles Schwab & Co. had the highest grade of the financial sites surveyed, getting a customer rating of 7.98 out of a possible 10. Others, including Fidelity Investments, Datek Online Holdings Corp., Ameritrade, and E-Trade, had scores ranging from 7.39 to 7.79.

NetRaker released the survey results in June.

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