Must-have elements of an investor website
Introduction: what’s the most important content for investors to see?
A good investor relations website or investor section relies on good content strategy. As public companies, you want to think like your investors and figure out what content is important to showcase first, as well as pay attention to what investors want to see during different times of the year. In this blog post we’re focusing on some must-have elements of an investor website. You may already know that contact information should be on a website, but at what point and which information? How important, really, is a media section, or news? We break it all down for you below.
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Here are 8 must-have elements of an investor website
1. Multiple touchpoints asking for signups
As investors are browsing through your IR section, they should be subtly pushed to areas to sign up in order to receive the latest news and updates from your public company. And we don’t mean long forms in which you attempt to collect everything from their name to place of business to what they ate for breakfast that morning. A simple slide out prompting them to add their email address to your mailing list to ‘never miss out on updates’ will do just fine.
2. Focus on the latest publication
The biggest draw on the front of your IR website should be the latest quarterly results, a recently released annual report, or a blurb about a hot-off-the-press release which links to a more detailed news section. Think of the space at the forefront of your IR section like your shop window: what is the biggest seller that people walk into your store to look at? Most investors will look to your website for up-to-date documents. Don’t make them search for them.
3. Upcoming events calendar
Don’t expect investors to know when your next shareholder meeting is happening: post about it on your investor website! Better yet, allow them to sign up for calendar notifications or send them an email reminder. And don’t forget to pay attention to the calendar yourselves. Is your company going through a big transition such as a merger or leadership change? Once the press release is done and dusted, highlight the change on your calendar so investors can understand the scope of what’s happening.
4. ‘At a Glance’ or ‘Why Invest’ area
Potential investors most likely aren’t going to read paragraphs of content when they’re first browsing your website. We’ve come to the age where consumers like their information in bite-sized, often video produced, pieces and everyone is skimming. (If you’ve read this far into the blog post, we’d like to give you a high five). Break down the most ‘bragworthy’ information of your company into a bullet pointed list of why you’re worth the investment. If you’re feeling extra creative, create small data visualizations so investors can see your progress as a company. These little touches are some must-have elements of an investor website that make the difference to your audience.
5. Keep your stock symbol at the top of every page
Many companies only provide their stock symbol within the ‘stock information’ section of their IR site. We’d argue, especially for our friends in the natural resources industry, that keeping your stock symbol at the top of each page is one of the must-have elements of an investor website. A fixed stock symbol ensures that investors never need to search through your investor website to find it. Or, take it one step further, as we did for our friends over at B2 Gold in the example below. A fixed stock information area at the top of each page shows the current price of gold, as well as the company’s current share price. Clicking on the fixed navigation at the top brings a user to a more detailed stock information page.
6. Think mobile
More and more investors are viewing IR related content on their phones throughout the workday. What does your public company’s mobile presence look like? A current digital trend sees companies designing ‘mobile-first’, or putting a pristine mobile experience as a top priority. If investors can’t download your investor presentation or view it properly on their mobile devices, you could be in trouble.
Have you taken our Ultimate Mobile Optimization Test? See if your IR website makes the cut, or else it may not show up in Google search results!
7. Investor FAQ
This is a simple add-on that not a lot of public companies think about. Most companies offer FAQ sections on other areas of their website, but not usually as part of their investor website. Apple’s investor website includes a thorough FAQ area addressing questions like, “What exchange does Apple trade on?” and “When was Apple’s initial public offering?”
8. Offer specific IR contact info (if available)
If you have a specific investor relations email address or point of contact, offer opportunities for general inquiries as well as investor specific questions on your IR section. This not only gives potential shareholders more choice, but shows that there is a direct line of contact for them.
Conclusion: Now go above and beyond
These must-have elements of an investor website are great starting off points to ensure that your shareholders are happy and receiving all the information they need. What’s next, you ask? Start thinking of some ways you can improve the investor experience. Whether it’s adding a CEO video addressing your shareholders, an animated data visualization to showcase your company’s growth in the past five years, or a mobile-first way of thinking.