Your corporate website is now regarded as the ‘destination’ for corporate information. It is the one place all of your diverse stakeholders visit, and is the perfect opportunity for you to clearly articulate your corporate story coherently and compellingly.
For the past four years we have been analysing and assessing how well FTSE 100 and FTSE 250 companies are exploiting their corporate websites to better communicate their corporate story. Our analysis draws on best practice, and the latest trends in content and user experience through the lenses of corporate narrative, investor engagement, sustainability, employees and careers, and media.
In this time we have seen websites transformed from static repositories of information to become dynamic, interactive and engaging destinations for all stakeholder groups. What’s clear is that companies have recognised the power of digital and have invested in their corporate sites to get them fit for tomorrow’s digital world.
The two key ingredients we assess
Key trend for 2018: Companies looking to the future
We have been analysing corporate websites since 2015 and have seen dramatic change in that time. This year we are seeing companies increasingly looking to the future. By this we mean including more strategic and future looking content so users are clear on their strategic intent and future prospects, and secondly by investing in ways of using the latest digital techniques to better get their story across. This aligns with the view that companies are seeing their website at the heart of their communications programme - the 'go-to' destination for their corporate story.