Web100 2022 - Black Sun Global

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Web100 2022

How corporate websites are taking an ever-more important role as a ‘go-to destination’ for stakeholders

Your corporate website has always been a vital part of your overall communications mix. However post COVID with the seismic shift in how we work, communicate and connect with each other, your website is now more important than ever in reaching, informing and engaging your stakeholders.

Every year we conduct an in-depth analysis of corporate websites, exploring the latest trends, features and content to assess how well they are communicating the corporate story to each of the key stakeholder groups. It gives us the insights to help you understand what your stakeholders need and perhaps most importantly how well your website stacks up against your peers and best practice.

This year we have seen that companies are investing in their corporate website to create a 'destination of truth' for their audiences.

Request a copy here 

 

How corporate websites are taking an ever-more important role as a ‘go-to destination’ for stakeholders

Your corporate website has always been a vital part of your overall communications mix. However post COVID with the seismic shift in how we work, communicate and connect with each other, your website is now more important than ever in reaching, informing and engaging your stakeholders.

Every year we conduct an in-depth analysis of corporate websites, exploring the latest trends, features and content to assess how well they are communicating the corporate story to each of the key stakeholder groups. It gives us the insights to help you understand what your stakeholders need and perhaps most importantly how well your website stacks up against your peers and best practice.

This year we have seen that companies are investing in their corporate website to create a 'destination of truth' for their audiences.

Request a copy here 

 

How do we benchmark websites?

An effective website requires two key ingredients. The first is quality, relevant and timely content. So we assess the completeness, consistency, and clarity of content and how effectively the needs of the different stakeholder groups are met. The second is the experience through which this content is delivered. So we review how easily the content can be accessed, whether it is presented in a creatively absorbing and engaging way. To get to the result we look at approximately 200 different metrics.

We then factor in the actual user behaviour from corporate website analytics for the websites we manage or have analytics for. This gives us deep insights into the content different stakeholder groups access and engage with, so we can prioritise our analysis from the real world usage.

The resultant mix is a unique insight into corporate websites and how we can make them work even harder as part of your communications mix.

 

How do we benchmark websites?

An effective website requires two key ingredients. The first is quality, relevant and timely content. So we assess the completeness, consistency, and clarity of content and how effectively the needs of the different stakeholder groups are met. The second is the experience through which this content is delivered. So we review how easily the content can be accessed, whether it is presented in a creatively absorbing and engaging way. To get to the result we look at approximately 200 different metrics.

We then factor in the actual user behaviour from corporate website analytics for the websites we manage or have analytics for. This gives us deep insights into the content different stakeholder groups access and engage with, so we can prioritise our analysis from the real world usage.

The resultant mix is a unique insight into corporate websites and how we can make them work even harder as part of your communications mix.

 

 

2022: Sparking value from a 'purpose full' corporate websites....

This year we are seeing corporate websites working harder than ever to connect with and engage their audiences, and to drive value from the website. This is illustrated in the following key take-outs.

 

Purpose has now risen to the top of the corporate agenda and is now the lynchpin that drives the corporate narrative for all the different stakeholder groups. Purpose drives the corporate strategy, sets up the investment case for prospective investors, headlines the articulation of the employee value proposition and sets out the wider contribution to a long term sustainable business.

84%

State purpose

43%

Dedicate a page to purpose

52%

Use content to reinforce purpose

Companies that have a clear statement of purpose is now at 84%, with 43% having a page dedicated to the articulation and explanation of their purpose. Furthermore 52% of corporates share content that reinforces this purpose - from thought leadership, case studies, to blogs or interactive features.

Purpose is also driving the articulation and explanation of the corporate narrative. 52% of companies clearly set out how their purpose drives their corporate strategy; 46% use the purpose to articulate their investment case; and 56% use the purpose to better communicate their employee value proposition within their careers website.

 

There is a stronger focus on delivering a more engaging narrative designed for each key stakeholder group, drawing in wider content and evidencing outcomes.

Organisations are looking for  corporate websites to work much harder – attract new investors, recruit the best talent, or even link to products.

Some of the key shifts in content for the different audience groups are shared below.

There is a stronger focus on delivering a more engaging narrative designed for each key stakeholder group, drawing in wider content and evidencing outcomes.

Organisations are looking for  corporate websites to work much harder – attract new investors, recruit the best talent, or even link to products.

Some of the key shifts in content for the different audience groups are shared below.

Investors - become sustainability focused

ESG has risen up across the globe as investors increasingly focus on long term sustainability and value creation. 53% now have ESG content within their investor section and a third share ESG data and reports.

Investors - become sustainability focused

ESG has risen up across the globe as investors increasingly focus on long term sustainability and value creation. 53% now have ESG content within their investor section and a third share ESG data and reports.

Sustainability - greater transparency

With so many organisations under the spotlight or accused of greenwashing, companies are making a strenuous effort to give greater clarity and transparency on their sustainability strategy.

80% now give specific sustainability objectives, with 75% going even further with targets shared. There is also a greater focus on sustainability governance with 61% sharing Board oversight and over half having a sustainability Board Committee.

And finally the sharing of outcomes and impact has grown with almost three quarters of companies sharing case studies and well over half sharing ongoing sustainability news stories.

Sustainability - greater transparency

With so many organisations under the spotlight or accused of greenwashing, companies are making a strenuous effort to give greater clarity and transparency on their sustainability strategy.

80% now give specific sustainability objectives, with 75% going even further with targets shared. There is also a greater focus on sustainability governance with 61% sharing Board oversight and over half having a sustainability Board Committee.

And finally the sharing of outcomes and impact has grown with almost three quarters of companies sharing case studies and well over half sharing ongoing sustainability news stories.

Careers - battle for talent hots ups

With the dramatic shift in employee priorities and the desire to work with a company that shares their values, companies are responding to this trend. Half of companies lead with their purpose and introduce their sustainability approach up front.

There is also a greater focus on sharing culture and values. Two thirds of companies share their culture, their values and provide people profiles to bring this to life.

And of course websites are now being used to great effect to recruit talent, with nearly two thirds providing content to address specific audience groups (such as graduates) and 90% enabling people to search and apply for jobs.

Careers - battle for talent hots ups

With the dramatic shift in employee priorities and the desire to work with a company that shares their values, companies are responding to this trend. Half of companies lead with their purpose and introduce their sustainability approach up front.

There is also a greater focus on sharing culture and values. Two thirds of companies share their culture, their values and provide people profiles to bring this to life.

And of course websites are now being used to great effect to recruit talent, with nearly two thirds providing content to address specific audience groups (such as graduates) and 90% enabling people to search and apply for jobs.

Dramatic improvements have been made to corporate websites over the past 2 years. This continues to accelerate as lines blur between ‘corporate’, internal and customer communications, and organisations look to deepen stakeholder engagement and understanding.

The key shifts we are seeing now are:

  1. More immersive and engaging delivery of content
  2. Greater use of interactive features, focused on communicating complex content or unique differentiators
  3. Emerging trends:
  • Gamification
  • Targeted use of chatbots (e.g. careers)
  • Geo-locational content (more where sites also address B2B audiences)

Dramatic improvements have been made to corporate websites over the past 2 years. This continues to accelerate as lines blur between ‘corporate’, internal and customer communications, and organisations look to deepen stakeholder engagement and understanding.

The key shifts we are seeing now are:

  1. More immersive and engaging delivery of content
  2. Greater use of interactive features, focused on communicating complex content or unique differentiators
  3. Emerging trends:
  • Gamification
  • Targeted use of chatbots (e.g. careers)
  • Geo-locational content (more where sites also address B2B audiences)

 

How well does your website serve your purpose?

Find out how your website stacks up against best practice and your peers - content and experience. Ask us to benchmark your website and we will also share the more detailed trends and information on what's hot and what's not in corporate websites and give specific recommendations on improvements we would recommend.

Ready to meet?

 

 

How does your website stack up?

Your website is one of your most important communications channels - if you want to find out how yours stacks up against best practice and what your peers are doing, why not ask for a benchmark?

Our benchmark will analyse your website across both our content and experience scores, and we will provide specific recommendations on improvements you should make.

We can also provide an analysis against named peers.

 

Richard Dixon

Chief Digital Officer

0207 7519 530

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