what makes an effective corporate website?

WHAT MAKES AN EFFECTIVE WEBSITE

3 March 2016

• Why is your website so important?

• The secret of success – the 4Cs

• How the FTSE are performing

• What the future holds

• Discussion groups

AGENDA

WHY IS YOUR WEBSITE SO IMPORTANT?

place you can tell your corporate story to each of your key stakeholders

It’s the

It’s at the

of your communications programme

It directly affects shareholder and analyst investment

decisions

It directly affects shareholder and analyst investment

decisions

77% OF ANALYSTS SAY A POOR WEBSITE CAN DAMPEN THEIR INVESTMENT DECISIONS

40% SAY WEBSITES CAN BE PERSUASIVE ON THEIR INVESTMENT DECISIONS

51% SAY WEBSITES ARE USED TO ASSESS STOCK

Source: Rivel Research

It attracts or deters prospective employees

“I nearly didn’t join the company because I thought if their site is this bad they can’t be a modern, dynamic business”

Corporate Communications Director

It can evidence a sustainable, and thus more valuable,

business

87% of investors expect to consider climate change and/or resource scarcity in future investment decisions (PwC) 84% said they expect to consider social responsibility and/or good citizenship over the same period

Source: PwC Research

Engaging your stakeholders improves stock market

performance

business

Engaging stakeholders in sustainability is worth 2% of superior stock-market performance That amounts to more than 20% over ten years!

Source: McKinsey

Corporate websites are

transforming

From static repositories of information

To a dynamic destination to experience your corporate story

SECRET OF SUCCESS

COHERENT STORY

COMPELLING CREATIVE

CAPTIVATING EXPERIENCE

CUSTOMISED, CONTENT + + +

HOW ARE THE FTSE PERFORMING?

• Every year we assess the FTSE against best practice

• Analyse performance against the 4Cs

• This year we have analysed the websites re-launched this year to assess how sites are evolving

• We will share some of the highlights – overall and with the new sites

OUR WEBSITE ANALYSIS

COHERENT STORY

WHAT WE MEAN BY COHERENT STORY

1. A CLEAR ARTICULATION OF WHO YOU ARE, WHAT YOU DO AND YOUR PURPOSE

EXAMPLE

1. A CLEAR ARTICULATION OF WHO YOU ARE, WHAT YOU DO AND YOUR PURPOSE

2. COHERENT NARRATIVE THROUGH STRATEGY; BUSINESS MODEL; AND KPIs

COHERENT NARRATIVE THROUGH STRATEGY; BUSINESS MODEL AND KPIs

CUSTOMISED CONTENT

HOW WE THINK ABOUT CONTENT

CREATING AN ENGAGING

‘DESTINATION’ SITE

ENGAGEMENT & UNDERSTANDING

‘LIVE’ CONTENT

EVERGREEN RESOURCES

NARRATIVE CONTENT

RECENCY & FREQUENCY UTILITY

TRENDS: INVESTOR RELATIONS

PROGRESS HAS BEEN MADE….

• Continued growth in presenting an investment case

• Bringing results, reports, presentations together in one page

• More sophisticated share charting tools

• Useful tools – remind-me’s and add to calendars

BUT STILL WORK TO DO

• KPIs and financial performance still not the norm – and not well linked to investment case

• Governance structures not well presented

• Management of risk not communicated

TRENDS: INVESTOR RELATIONS

TRENDS: SUSTAINABILITY

• Communications of why sustainability is important is included – but still more to be done

• Better use of case studies to tell the CSR story

• Newer sites are better at explaining CSR governance

• Little information on objectives

• Performance clearly not a priority

• Low desire to engage with users: – Little CSR news

– Even fewer with CSR news alerts

– Few seek feedback

TRENDS: SUSTAINABILITY

• Companies are making more effort to explain ‘why work for us’

• Recognition and reward more talked about

• Greater use of video – People profiles

– Management introductions

– Company videos

• Many companies do not address different types of hires

TRENDS: CAREERS

• Companies are making more effort to explain ‘why work for us’

• Recognition and reward more talked about

• Greater use of video – People profiles

– Management introductions

– Company videos

• Many companies do not address different types of hires

• Only 1/3 of companies provide an HR or careers contact

• Only 50% of companies provide ‘people profiles’ of different roles and opportunities

• Separate sites can lead to difficult or different user experience

TRENDS: CAREERS

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