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WHAT MAKES AN EFFECTIVE WEBSITE
3 March 2016
© 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
© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
© 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
© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
It’s at the
of your communications programme
© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
It directly affects shareholder and analyst investment
decisions
© 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
© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
It attracts or deters prospective employees
© 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
© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
It can evidence a sustainable, and thus more valuable,
business
© 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
© Black Sun Plc 2016 www.blacksunplc.com
WHY IS YOUR WEBSITE SO IMPORTANT?
Engaging your stakeholders improves stock market
performance
© 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
© Black Sun Plc 2016 www.blacksunplc.com
Corporate websites are
transforming
© Black Sun Plc 2016 www.blacksunplc.com 15
From static repositories of information
© Black Sun Plc 2016 www.blacksunplc.com 16
To a dynamic destination to experience your corporate story
© Black Sun Plc 2016 www.blacksunplc.com
SECRET OF SUCCESS
COHERENT STORY
COMPELLING CREATIVE
CAPTIVATING EXPERIENCE
CUSTOMISED, CONTENT + + +
4Cs
© Black Sun Plc 2016 www.blacksunplc.com
HOW ARE THE FTSE PERFORMING?
© Black Sun Plc 2016 www.blacksunplc.com
• 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
© Black Sun Plc 2016 www.blacksunplc.com
EXAMPLE
© Black Sun Plc 2016 www.blacksunplc.com
EXAMPLE
© Black Sun Plc 2016 www.blacksunplc.com
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
© Black Sun Plc 2016 www.blacksunplc.com
WHAT WE MEAN BY COHERENT STORY
COHERENT NARRATIVE THROUGH STRATEGY; BUSINESS MODEL AND KPIs
© 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
© Black Sun Plc 2016 www.blacksunplc.com
TRENDS: INVESTOR RELATIONS
PROGRESS HAS BEEN MADE….
• Continued growth in presenting an investment case
© Black Sun Plc 2016 www.blacksunplc.com
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
© 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
© Black Sun Plc 2016 www.blacksunplc.com
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
© 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
© 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
© Black Sun Plc 2016 www.blacksunplc.com
OTHER CONTENT TRENDS
EMERGING TREND TO PROVIDE A SOCIAL WALL
© Black Sun Plc 2016 www.blacksunplc.com
COMPELLING CREATIVE
3
© Black Sun Plc 2016 www.blacksunplc.com
CREATING A DISTINCTIVE IDENTITY
COMPANIES ARE INVESTING MORE IN DEVELOPING A MODERN DIGITAL IDENTITY
© Black Sun Plc 2016 www.blacksunplc.com
simple is beautiful
STRONG IMAGERY, CLEAR MESSAGING
© Black Sun Plc 2016 www.blacksunplc.com
GREATER USE OF VIDEO & ANIMATION
NEARLY ALL THE NEW WEBSITES MAKE USE OF VIDEO
© Black Sun Plc 2016 www.blacksunplc.com
GREATER USE OF VIDEO & ANIMATION
Video can increase dwell time on your website by 25%
© Black Sun Plc 2016 www.blacksunplc.com
THE DIGITAL IDENTITY STATUS QUO
• Clear Messages • Photographic Images • Video and Animation • Digital • Modern • Responsive
© Black Sun Plc 2016 www.blacksunplc.com
BECOMING A LEADER
Surely there’s more to it?
© Black Sun Plc 2016 www.blacksunplc.com
EXAMPLE: RANK
42
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CAPTIVATING EXPERIENCE
4
© Black Sun Plc 2016 www.blacksunplc.com
SITES ARE NOW MOBILISED
ALL NEW FTSE SITES ARE RESPONSIVE
© Black Sun Plc 2016 www.blacksunplc.com
Launching a responsive site typically results in 10% more mobile traffic
SITES ARE NOW MOBILISED
© Black Sun Plc 2016 www.blacksunplc.com
NAVIGATION HAS EVOLVED
HAMBURGER MENUS ARE NOW THE NORM
© Black Sun Plc 2016 www.blacksunplc.com
NAVIGATION HAS EVOLVED
MEGAPANE MENUS CONTINUE TO AID DEEP NAVIGATION
© Black Sun Plc 2016 www.blacksunplc.com
EFFORTLESS EXPERIENCE IS KEY
USERS PREFER SCROLLING AND IN-PAGE NAVIGATION
© Black Sun Plc 2016 www.blacksunplc.com
EFFORTLESS EXPERIENCE IS KEY
Your content should be accessible in just 3 clicks
© Black Sun Plc 2016 www.blacksunplc.com
BUT SEARCH HAS NOT ADVANCED
ONLY 27% OF FTSE100 AND 11% OF FTSE250 OFFER AN ADVANCED SEARCH FEATURE
© 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….
THANK YOU
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