A strong digital presence for public companies
In today’s digital age a strong web presence is more important than ever for businesses of all sizes. But it’s especially true for public companies looking to attract and retain stakeholders on the global stage.
A well-designed, informative and up-to-date corporate website serves as the primary point of information not just for investors, but also potential suppliers, partners, customers and those who may be looking for a new career.
First impressions matter
Your website is often the first – and sometimes only – interaction audiences have with your brand, so you have to make it count.
Web visitors are generally time-poor, and will be quick to judge a book by its cover!
A professional, user-friendly site helps to create a lasting impression, while encouraging visitors to invest the time to better understand your corporate narrative and position in a crowded market.
Conversely, a poorly designed website with limited content can deter potential visitors, leading them to quickly discount your company and spend their time elsewhere.
When we combine a considered approach to design with thoughtful content that’s easy to understand and digest, we can create websites that truly connect with target audiences.
Building credibility and trust
They say that trust is built on credibility and for your website it often boils down to the simple mechanic of communicating regularly and keeping the site up to date.
This means your website should be easy to maintain and update as new information, financial reports, investor presentations and executive interviews are published.
As part of an effective communication strategy, you also need to think about what your audiences want to know, not just what you want to tell them.
You know your business intimately, but what about an institutional investor from abroad who is visiting your site and researching your brand and position in the market for the first time?
Who are you? What do you do? Where are you now? Where are you heading? What does the competitive landscape look like? Why should they invest in you? These are the questions stakeholders will be looking to answer.
Facts and figures will always be important, but they only make sense when presented within a framework of the right context and supporting narrative.
Legislation and regulation matters
Public companies must comply with a wide range of legislative requirements imposed by the exchange, regulators, governing bodies and unions.
If your website collects personal data you must comply with the General Data Protection Regulation (GDPR). This includes obtaining clear consent, having a clear privacy policy and ensuring data security.
A clear cookie policy explains how your website uses cookies and obtains user content. It’s crucial for transparency and compliance with Privacy and Electronic Communications Regulations (PECR).
UK companies listing on AIM must comply with the AIM Rules for Companies. Main Market companies must also confirm to similar rules under “B7: Continuing website disclosures” of the Admission Disclosure Standards published by the London Stock Exchange.
MAR came into effect in July 2016 and was revised in 2019 following the UK’s exit from the EU. Article 17 covers the disclosure of inside information on the issuers website where it must be available for a period of 5 years.
Enhanced stakeholder engagement
From blog posts and social media interactions to email newsletters, executive interviews, press coverage and investor Q&A sessions – each channel represents another opportunity to engage and communicate.
Your website should promote your broader communication efforts by embedding social media posts, video content and registration for investor events in prominent positions on key landing pages. Similarly, content distributed through these channels should include a link back to your corporate website, helping to draw in visitors whose first interaction happens elsewhere.
Including dynamic market-data driven tools that promote your stock’s performance and keep investors informed with automated updates also contribute toward your site’s perceived authority and usefulness among audiences.
A cohesive corporate communication strategy is self reinforcing, providing additional ways to engage with investor audiences and crucially, measure and benchmark that engagement over time.
Data-driven decision making
A strong digital presence provides valuable insight into audiences and their behaviour.
Tools like Google Analytics, Tag Manager and Search Console help us track visitor interactions, understand their preferences, and measure the effectiveness of your communication strategies.
This data-driven approach enables us to make informed decisions and iteratively improve your website over time by surfacing detail on what works, and what could be improved.
In summary, investing in a strong digital presence is essential for modern businesses. A well-designed website not only enhances your brand’s image but also helps you reach a broader audience, build credibility and engage with stakeholders who are able to make informed decisions.
If you’re looking to elevate your digital presence, Luminate is here to help. Contact us today and we’ll be happy to listen and demonstrate our ideas.
