Effective Websites: The 4Cs of Coherent Story, Customised Content, Compelling Creative & Captivating Experience

WHAT MAKES AN EFFECTIVE
WEBSITE3 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

WHY IS YOUR WEBSITE SO IMPORTANT?

place you can tell your corporate story
to each of your key stakeholders
It’s the
ne

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

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

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

© Black Sun Plc 2016 www.blacksunplc.com1
5
From static repositories
of information

© Black Sun Plc 2016 www.blacksunplc.com16
To a dynamic
destination to
experience your
corporate story

SECRET OF SUCCESS
COHERENT
STORY
COMPELLING
CREATIVE
CAPTIVATING
EXPERIENCE
CUSTOMISED,
CONTENT+ + +
4Cs

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
1

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
2

HOW WE THINK ABOUT CONTENT
CREATING
AN ENGAGING
‘DESTINATION’ SITE
ENGAGEMENT &
UNDERSTANDING
‘LIVE’ CONTENT
EVERGREEN
RESOURCES
NARRATIVE
CONTENT
RECENCY &
FREQUENCYUTILITY

TRENDS: INVESTOR RELATIONS
PROGRESS HAS BEEN MADE….
• Continued growth in presenting
an investment case

• 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

• 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

OTHER CONTENT TRENDS
EMERGING
TREND TO
PROVIDE A
SOCIAL WALL

COMPELLING CREATIVE
3

CREATING A DISTINCTIVE IDENTITY
COMPANIES ARE
INVESTING MORE
IN DEVELOPING A
MODERN DIGITAL
IDENTITY

simple is
beautiful
STRONG IMAGERY, CLEAR MESSAGING

GREATER USE OF VIDEO & ANIMATION
NEARLY ALL
THE NEW
WEBSITES
MAKE USE
OF VIDEO

GREATER USE OF VIDEO & ANIMATION
Video can
increase dwell
time on your
website by 25%

THE DIGITAL IDENTITY STATUS QUO
• Clear Messages
• Photographic Images
• Video and Animation
• Digital
• Modern
• Responsive

BECOMING A LEADER
Surely there’s more to it?

EXAMPLE: RANK
4
2

CAPTIVATING EXPERIENCE
4

SITES ARE NOW MOBILISED
ALL NEW
FTSE SITES
ARE
RESPONSIVE

Launching a
responsive site
typically results in
10% more mobile traffic
SITES ARE NOW MOBILISED

NAVIGATION HAS EVOLVED
HAMBURGER
MENUS ARE
NOW THE
NORM

NAVIGATION HAS EVOLVED
MEGAPANE MENUS CONTINUE TO AID DEEP NAVIGATION

EFFORTLESS EXPERIENCE IS KEY
USERS PREFER
SCROLLING
AND IN-PAGE
NAVIGATION

EFFORTLESS EXPERIENCE IS KEY
Your content should
be accessible in just
3 clicks

BUT SEARCH HAS NOT ADVANCED
ONLY 27% OF FTSE100
AND 11% OF FTSE250
OFFER AN ADVANCED
SEARCH FEATURE

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….

Effective Websites: The 4Cs of Coherent Story, Customised Content, Compelling Creative & Captivating Experience

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Effective Websites: The 4Cs of Coherent Story, Customised Content, Compelling Creative & Captivating Experience