Discussion of our Digital Index website research 2025
Welcome to our AI-generated Digital Index Podcast. Drawn from our full Digital Index Report on the latest trends, insights and best practice for corporate websites, covering both content and user experience.
Discussion of our Digital Index website research 2025
No matter how much social media explodes, the humble corporate website isn’t going anywhere. Why do you think it continues to stand out in this fast-changing digital world?
It’s actually pretty wild, your website is the only digital real estate a company fully owns. Everything else, like social channels, is borrowed space. The website’s where investors, job seekers, and even AI search engines turn for the official story. I mean, you’d think with all this AI-generated content, authoritative sources would matter less, but it’s kind of the opposite.
That’s a good point, especially with AI now scraping everything, companies have to control their narrative more than ever. But how does a website actually deepen relationships with stakeholders, say, compared to a tweet or LinkedIn post?
It’s all about trust and depth. Social posts are great for reach, but websites let companies tell richer stories - think connected narratives, detailed ESG commitments, or interactive reports. Plus, it’s the first stop for serious investors or potential hires who want the full picture, not just the highlight reel.
Your mention of AI and changing expectations actually reminds me - regulations and tech seem to be evolving by the day. What major shifts are you seeing when it comes to digital communications?
Honestly, it feels like a perfect storm. There’s AI rewriting how content is made and consumed - think AI chatbots, hyper-personalised experiences, even instant translations. At the same time, we’re seeing new rules around accessibility and transparency. Companies have to juggle all that while still standing out visually and telling a compelling story.
That sounds like a lot to manage! I’ve seen companies scrambling to update their privacy notices and cookie banners every few months, let alone keep up with all the different channels people are using now. How are the best companies pulling it off?
They’re getting intentional about audience - tailoring content for each group and leveraging tech to make sure it’s accessible, findable, and engaging. The leaders are blending regulatory compliance with creativity, rather than seeing it as a box-ticking chore.
So, speaking of leaders and laggards, let’s dig into the Digital Index itself. How does this benchmarking tool actually work, and what made you decide to create it in the first place?
We saw so much confusion. Companies knew digital mattered, but not what ‘good’ looked like. That’s why we built the Index: to measure nearly 200 variables across top companies, from investor content to the job-seeker experience. It’s sort of like a digital health check, but with actionable insights.
I love that. And you use this Triple A framework. Appeal, Attract, Amplify. Can you give us a quick rundown of what each means in practice?
Sure! ‘Appeal’ checks for relevant, quality content for each stakeholder group. ‘Attract’ looks at engagement. Are companies making it easy for people to interact, subscribe, or give feedback? And ‘Amplify’ is all about how well they use social media to extend their reach.
That framework actually makes me think about the role of storytelling, connected narratives, as you called them. Why are they suddenly so crucial to digital success?
What surprised me most is how stakeholders, whether investors or potential employees, really want to see purpose in action. When a company links its purpose, values, and governance in a cohesive story, it builds trust. We’re seeing top performers nail this, using everything from interactive tools to leadership podcasts.
And it’s not just about saying the right things, right? It’s about weaving those ideas into every page, every job listing, every report.
Absolutely. For instance, job seekers now care deeply about culture and values. Companies highlighting real people, sharing authentic stories, and making it easier to apply are attracting stronger talent. It’s no longer enough to post a list of vacancies and hope for the best.
Funny you mention engagement. Social media feels like a moving target lately. What trends are you seeing in terms of platforms and how companies are using them?
LinkedIn is still the heavyweight, especially for investor and employer branding. But we’ve noticed companies are rethinking X (formerly Twitter); its use dropped massively this year. TikTok is getting traction for careers content, while region-specific platforms like WeChat are essential for APAC businesses. The main thing is, leaders are matching channels to their goals and audiences instead of just chasing every new app.
I’ve also seen more multimedia - podcasts, interactive newsrooms, even video job tours. Is that becoming the new normal?
Definitely. It’s all about meeting people where they are, in formats they actually want. Multimedia content pulls in different types of visitors and gives stories a life beyond static text. But there’s still room to grow. Many companies could do more with subscriptions, feedback loops, and accessible design.
If there’s one thing that keeps coming up, it’s this widening gap between digital leaders and laggards. What are the make-or-break factors that set the best apart from everyone else?
It’s really about a holistic approach. Leaders have clear, consistent narratives, strong content for every group, and they invest in user experience, not just flashy design. They’re also relentless about accessibility and use analytics to keep improving. On the flip side, laggards often have outdated content, clunky journeys, and barely-there social presence.
Sounds like companies can’t afford to treat digital as an afterthought anymore. What quick win would you suggest for someone just starting to step up?
Start with understanding your stakeholders. What do investors, job seekers, and the media actually want from your site? Then focus on making that content accessible, up-to-date, and engaging. Even small improvements, like better search, clearer values, or more interactive features, can move the needle fast.
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