The most sought-after information
The respondents in our Capital Market survey 2021 were asked to rate the importance of a number of topics. These are the 10 most important pieces of information according to them:
- Corporate reports archive (annual, quarterly/interim, sustainability reports)
- Key financial figures
- Summary of facts about the company
- Press release archive - possible to filter by date and category
- Financial targets achievements
- Investor contact
- Information about business areas
- Financial outlook
- Key performance indicators
- Financial risk
Sustainability and ESG
Sustainability and ESG topics didn't make it to the top 10 list, but continue to steadily increase in importance. Confirmation that the company is compliant with government regulations is essential, as is the company's approach to climate change. A policy on diversity and equal opportunities also falls into the top requested information.
As in previous years, stakeholders value data that supports the company's environmental (and social) targets. This year we have seen an increase in areas related to ethics, such as anti-corruption policy, code of conduct and supply chain standards.
Don't make your visitors work too hard
In addition to the content that is requested by the capital market, the website needs to be easy to navigate, and fast loading. 86% of the respondents say that it is very important that the website is easy to navigate, and 83% find it very important that the website is fast. So what does easy to navigate mean? This is where user research can be a valuable tool for any company, to ensure that the design and navigation of the entire website is easy to use. There are, however, a couple of standard conventions that should be followed in order for visitors to be able to easily find what they are looking for. Sticking to the same labels and names of pages as most other companies do for corporate information is one such convention. Don't go overly creative to push your message in the navigation by calling the sustainability section "fighting climate change" - users will be more likely to find it if it is called "sustainability".
Another guideline is to limit the number of levels and pages within each level. This might be hard when you have a lot of information and want to meet the needs of all your stakeholders. It is also easy to add page after page to a content structure that once was well-thought-out, and all of a sudden the content structure consists of 10-20 subpages in a section. Remember to review your content structure on a regular basis and use the feedback from both user research and analytics.
Webranking by Comprend is the tool that identifies the gaps between the corporate audiences' expectations and what the companies actually provide. See also our recent article about jobseekers expectations. The review of all companies included in Webranking by Comprend 2021-2022 has recently started - find out more here.