What makes an effective corporate website?
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WHAT MAKES AN EFFECTIVE WEBSITE
3 March 2016
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© Black Sun Plc 2016 www.blacksunplc.com
• Why is your website so important?
• The secret of success – the 4Cs
• How the FTSE are performing
• What the future holds
• Discussion groups
AGENDA
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© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
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© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
place you can tell your corporate story to each of your key stakeholders
It’s the
ne
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WHY IS YOUR WEBSITE SO IMPORTANT?
It’s at the
of your communications programme
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WHY IS YOUR WEBSITE SO IMPORTANT?
It directly affects shareholder and analyst investment
decisions
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© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
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
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WHY IS YOUR WEBSITE SO IMPORTANT?
It attracts or deters prospective employees
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© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
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
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WHY IS YOUR WEBSITE SO IMPORTANT?
It can evidence a sustainable, and thus more valuable,
business
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© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
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
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WHY IS YOUR WEBSITE SO IMPORTANT?
Engaging your stakeholders improves stock market
performance
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© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
It can evidence a sustainable, and thus more valuable,
business
Engaging stakeholders in sustainability is worth 2% of superior stock-market performance That amounts to more than 20% over ten years!
Source: McKinsey
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Corporate websites are
transforming
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From static repositories of information
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To a dynamic destination to experience your corporate story
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© Black Sun Plc 2016 www.blacksunplc.com
SECRET OF SUCCESS
COHERENT STORY
COMPELLING CREATIVE
CAPTIVATING EXPERIENCE
CUSTOMISED, CONTENT + + +
4Cs
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HOW ARE THE FTSE PERFORMING?
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• 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
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COHERENT STORY
1
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WHAT WE MEAN BY COHERENT STORY
1. A CLEAR ARTICULATION OF WHO YOU ARE, WHAT YOU DO AND YOUR PURPOSE
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EXAMPLE
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EXAMPLE
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WHAT WE MEAN BY COHERENT STORY
1. A CLEAR ARTICULATION OF WHO YOU ARE, WHAT YOU DO AND YOUR PURPOSE
2. COHERENT NARRATIVE THROUGH STRATEGY; BUSINESS MODEL; AND KPIs
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© Black Sun Plc 2016 www.blacksunplc.com
WHAT WE MEAN BY COHERENT STORY
COHERENT NARRATIVE THROUGH STRATEGY; BUSINESS MODEL AND KPIs
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© Black Sun Plc 2016 www.blacksunplc.com
CUSTOMISED CONTENT
2
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HOW WE THINK ABOUT CONTENT
CREATING AN ENGAGING
‘DESTINATION’ SITE
ENGAGEMENT & UNDERSTANDING
‘LIVE’ CONTENT
EVERGREEN RESOURCES
NARRATIVE CONTENT
RECENCY & FREQUENCY UTILITY
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TRENDS: INVESTOR RELATIONS
PROGRESS HAS BEEN MADE….
• Continued growth in presenting an investment case
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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
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© Black Sun Plc 2016 www.blacksunplc.com
TRENDS: SUSTAINABILITY
PROGRESS HAS BEEN MADE….
• Communications of why sustainability is important is included – but still more to be done
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PROGRESS HAS BEEN MADE….
• 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
BUT STILL WORK TO DO
• 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
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© Black Sun Plc 2016 www.blacksunplc.com
PROGRESS HAS BEEN MADE….
• 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
BUT STILL WORK TO DO
• Many companies do not address different types of hires
TRENDS: CAREERS
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© Black Sun Plc 2016 www.blacksunplc.com
PROGRESS HAS BEEN MADE….
• 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
BUT STILL WORK TO DO
• 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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OTHER CONTENT TRENDS
EMERGING TREND TO PROVIDE A SOCIAL WALL
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COMPELLING CREATIVE
3
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CREATING A DISTINCTIVE IDENTITY
COMPANIES ARE INVESTING MORE IN DEVELOPING A MODERN DIGITAL IDENTITY
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simple is beautiful
STRONG IMAGERY, CLEAR MESSAGING
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GREATER USE OF VIDEO & ANIMATION
NEARLY ALL THE NEW WEBSITES MAKE USE OF VIDEO
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GREATER USE OF VIDEO & ANIMATION
Video can increase dwell time on your website by 25%
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THE DIGITAL IDENTITY STATUS QUO
• Clear Messages • Photographic Images • Video and Animation • Digital • Modern • Responsive
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BECOMING A LEADER
Surely there’s more to it?
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EXAMPLE: RANK
42
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CAPTIVATING EXPERIENCE
4
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SITES ARE NOW MOBILISED
ALL NEW FTSE SITES ARE RESPONSIVE
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Launching a responsive site typically results in 10% more mobile traffic
SITES ARE NOW MOBILISED
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NAVIGATION HAS EVOLVED
HAMBURGER MENUS ARE NOW THE NORM
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NAVIGATION HAS EVOLVED
MEGAPANE MENUS CONTINUE TO AID DEEP NAVIGATION
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EFFORTLESS EXPERIENCE IS KEY
USERS PREFER SCROLLING AND IN-PAGE NAVIGATION
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EFFORTLESS EXPERIENCE IS KEY
Your content should be accessible in just 3 clicks
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BUT SEARCH HAS NOT ADVANCED
ONLY 27% OF FTSE100 AND 11% OF FTSE250 OFFER AN ADVANCED SEARCH FEATURE
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© Black Sun Plc 2016 www.blacksunplc.com
1. Your website is at the heart of your communications
2. Undergoing massive transformation
3. Becoming the destination for your corporate story
4. Secret of success – the 4Cs
IN SUM….
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THANK YOU