5 Ways To Optimize Your IR Website For Search Traffic

Your brand new IR website has just gone live. You’re thrilled with how the project unfolded – information is now readily available for investors to consume online and you’re confident that it will deliver more interest and inquiries from potential investors than ever before. Yet, your boss has just emailed you about one key question that you hadn’t considered – “Joe, how are investors going to find us?”

Great question, you think. And I need to find out how to respond…

If your first step was to head to Google and find out how you can generate search traffic for your website, you very well could have landed on this blog.

We’ll tell you about 5 ways you can optimize your IR website for search traffic (and respond to your boss’ email).

1. Get your website set-up with Google Analytics

Your website agency should have set your new website up with Google Analytics tracking. If not, click here to get started. Google Analytics is so powerful helping you and your team make decisions. After a few weeks of collected data, you can determine how your website visitors are engaging with your website, and optimize content accordingly. Analytics will give you information such as:

  • Your most popular website pages
  • Where your visitors are departing your site
  • Demographic information about your visitors, and more.

2. Develop a list of keywords you want to rank for

If you are in gold mining, you will want to rank for keyword search terms around gold mining on your IR website – such as “best gold stocks”, “canadian gold stock”, “gold stocks investment” and more. Next, develop a prioritized list of targeted search terms that are relevant to your potential investors.

One of the best ways you can get started developing this initial keyword list is, “if you were going to find your business on a search engine, what would you type into the Google search engine?”

Each month, Google generates over 100 billion searches. Reference

3. Begin to update website content with these keywords

From page titles and meta tags to page content, strategically include these keywords into your site. You might update a page title to, “Your Business Name – Canadian Gold Stock To Put On Your 2018 Watch List” for example. Updating your website with these keywords will play a significant role in your rankings. Be sure to incorporate keywords naturally, instead of stuffing them (Don’t place one keyword ten times in on place on your website). Use them naturally, as if you were in conversation.

4. Develop great content

Great content draws the attention of your website visitors through your IR website, plain and simple. We love using blog content (like this blog you’re reading now) to increase our search ranking and website authority. If your website doesn’t have a blog, it’s time to consider integrating a blog your site. Include those keywords (and a few more!) within your content. Provide topics around general industry education, your latest quarterly report, introduce your team and more.

47% of consumers read 3-5 pieces of content from you before speaking to a sales representative. Reference

5. Links, links, links

When developing content above (see tip #4) be sure to use links, links, links.

There are two ways you can strategically use links to help boost your search traffic:

An internal link means you are connecting one page of your website to another. For example, a blog post might link to a contact page, or your home page might include a link to your investors page.

An external link is a link that leads the reader to a different, outside domain. Can you spot where I did this in the first few paragraphs of this blog?

Most importantly, define your goals and objectives before you get started with optimizing your website for search. If your website has 50 visitors a day, do you want to increase to 100 visitors over the next month? Be sure to define your targets and measure against performance.

If this sounds overwhelming (or perhaps you just want to leave it with the professionals), we would love to talk with your team about optimizing your website for search. To get started, click here to connect with us.

Great Panther Silver

The Situation

Great Panther Silver Limited is a primary silver mining and precious metals producer and exploration company listed on the TSX and on the NYSE American.. When Great Panther came to Blender Media, the company understood the significance of an engaging and informative website for investors, though knew they had a challenge ahead.

 View Site

The Solution

Though the client knew the importance of a mobile-friendly, interactive website, their existing website was far from this. Great Panther Silver knew that they had an outdated design and user experience, and the website was not optimized for mobile. Information for investors was difficult to find, and the client was not seeing the traffic they needed to turn website visitors into investors.

Mobile search and website engagement was of the utmost importance to Great Panther Silver. While their Investor Relations team knew how integral a mobile website strategy was to their own investors, they were challenged with finding a strategic agency to help develop a custom website for their business.

coeur mining
coeur mining

Highlights

Partnering with the Blender Media team, Great Panther Silver set out on a strategic design and development process. Three areas of core focus in development of a brand new website were:


1. Tell the Great Panther Silver story

Great Panther Silver executes an impressive sustainability strategy with deep involvement in the community. As part of this strategy, Blender Media ensured that sustainability was a core focus on the website. Sustainability on the website covered the Great Panther Silver approach to sustainability, communities, safety & health, environment and CSR.

2. Engage investors through website properties

Blender Media created an interactive map that showed project locations organized by production, advanced exploration and exploration. This map allows potential investors to learn more about each project area, enabling them to consume information about active mines and exploration to engage with each property.

3. Lead generation and information gathering

Email lead generation is important to public companies, and Great Panther Silver was no different. Blender Media made the email newsletter subscription easier to view and submit through prominent areas on the website.

coeur mining
coeur mining

Conclusion:

We are thrilled with the project delivered to Great Panther Silver and are proud of the custom website that was developed for this client. Website traffic and engagement has steadily increased since launch, indicative of an investor-focused and engaged website for this client.

About Blender Media:

Blender is an award-winning design agency and a leader of investor marketing in North America. We’ve worked with over 500 private and publicly traded companies on all major stock exchanges including NYSE, NASDAQ, and TSX.

About Great Panther Silver:

Great Panther Silver Limited is a primary silver mining and precious metals producer and exploration company listed on the TSX and on the NYSE American. The company was founded in 1965 and primarily engages in silver, gold, zinc, lead, and copper mining in Mexico, where it owns the Topia Mine and Guanajuato Mine.

Novagold New Website Case Study

The Situation

NOVAGOLD was eager to highlight the unique aspects of their mining projects Donlin Gold and Galore Creek. They also wanted to place a strong focus on their commitment to communities in the area and display how their efforts go above and beyond just the mandatory corporate responsibility.

 View Site

The Solution

NOVAGOLD’s story is truly unique, and we were faced with the exciting challenge of crafting a web experience that not only displayed their prestige as a company, but also the fresh aspects that set them apart. We knew the homepage had to be unlike any in its sector, and that the CSR page needed to have that little something extra to really make it resonate.

Nova Gold 1
Nova Gold 2
The CSSDA is an international web design and development awards platform that honors and showcases freelance designers, studios and agencies for work that pushes the boundaries of creativity, functionality and usability. We’re honoured to accept the CSSDA Special Kudos award for the NOVAGOLD website redesign!

Highlights

Homepage design that reflects their stature as a prominent company in their sector.


Creation of an overarching ‘We Care’ section to emphasize their commitment to communities.

Properties section that highlights their assets with an interactive map to illustrate each project’s specific location.


Custom designed Gold & Mining section to educate investors about the industry.
 

Nova Gold 3

In Their Own Words

NOVAGOLD’s story is unique and as one of the Company’s primary communication channels, we sought to develop a website that left a lasting first impression. Blender’s expertise in design, IR best practices, and innovative solutions gave us confidence that they could develop a website that set us apart while capturing NOVAGOLD’s brand, focus, and core values. We were not disappointed.

Providing fresh energy and drive, their team fully dedicated themselves to our project ensuring that they met all of our needs and expectations. It was a true collaboration that resulted in a website that we are proud of. After only two months, direct website traffic increased substantially with improved levels of engagement on the new site by the length of time spent and number of pages visited per user.

Erin O’Toole
Analyst, Investor Relations

Nova Gold 4

SSR Mining

The Situation

When SSR Mining came to us for a website redesign, they had recently become a multi-mine producer with the acquisition of a large Nevada gold mine. With freshly pumping veins running through multiple continents, the company needed a brand refresh and a website that reflected their growth and stature.

 View Site

The Solution

For this project, it was important for us to showcase every aspect of the company to the highest possible standard. We focused on creating a site with an optimal user experience that appealed to both casual browsers and potential investors.

Silver Standard Portfolio 1
The Interactive Media Awards recognize the highest standards of excellence in website design and development. The competition, founded by a nonprofit organization, is designed to elevate the standards of excellence on the Internet. We’re proud to accept the award for Best in Class investor relations website for our work on the Silver Standard website redesign.

Highlights

Custom design for each page of the website.


Addition of interactive elements across the site including a project map highlighting their assets.

Overall restructure of sitemap and information architecture to streamline navigation and improve user experience.


Revision of investor and corporate responsibility sections with clear categories.

Silver Standard Portfolio 3
Silver Standard Portfolio 4

Eguana Technologies

The Situation

Eguana Technologies main goal for a new website was to prove their position in the industry as early market leaders. With a product that can’t be summed up in one sentence, however, the trick was to inform investors of the full product story without losing their attention.

 View Site

The Solution

We immediately went to work figuring out the best ways to visually communicate Eguana’s product in a way that resonated with investors. With an intuitive investors ‘hub’, a company milestone graphic, and a product story on every page, the finished website is as ahead of its time as the company it represents.

Eguana Portfolio 1

Highlights

A clean and modern design emphasized Eguana Tech’s focus on being early market leaders.


We created an intuitive ‘Investor Hub’ page that highlighted all the company’s crucial information for potential

Full-page photography illustrates a complex product story.


Company milestones timeline graphic in the About section to show how Eguana Tech is ahead of the curve.

Eguana Portfolio 2
Eguana Portfolio 3
Eguana Portfolio 4
Eguana Portfolio 5

B2GOLD: Customized Website Case Study

The Situation

B2Gold is a Vancouver based gold producer with a strong portfolio of development and exploration assets. Their old website was not mobile or tablet friendly and was tough to navigate. The overwhelming breadth of information caused key items to be buried deep within the site.

 View Site

The Solution

We collaborated with them to revise the sitemap and information architecture, and created a fully custom website that portrayed the strength of their assets. We also built an interactive and detailed projects map unlike any other within their industry. The map accomplished one of their key goals for this project: to display the global presence of their projects in a highly visual way.

B2Gold Portfolio 1

Highlights

Custom design, animation and interactivity for key pages of the website including the corporate responsibility section and investor highlights.


Revised sitemap and information architecture.

Industry and competitive research as well as a Google Analytics review to determine what information would stay and what would be eliminated.


Highly interactive projects map to display their international assets.

B2Gold Portfolio 2
B2Gold Portfolio 3

A project map experience

B2Gold’s presence spans across four continents, so creating a global map was a great way to break down each project into easily digestible moments. The map visually highlights the company’s mining sites according to stage: producing, developing, and exploration, with key information about each project. We could talk about the project map all day, but we really think the map shines brightest when you’re seeing it for yourself.

View Map
B2Gold Portfolio 4
B2Gold Portfolio 5

Detailing the good deeds

B2Gold’s corporate responsibility page is broken down into multiple sections that review their commitment to various initiatives including community investment, educational programs, and environmental sustainability. The sticky sub-navigation makes it easy for users to jump to the section they’re most interested in learning about. We also included full screen images and anecdotes to further connect a user to B2 Gold’s community mission and showcase the company in action.

B2Gold Portfolio 6
B2Gold Portfolio 7

It’s all custom, baby!

We were really excited to build a fully custom website for B2Gold. An average website has two or three unique page designs, but with B2Gold we worked to customize almost every page. The unique designs for each page worked to give the entire website a modern and high-quality feel. We also incorporated lots of interactivity and animation to help users engage with the site’s key components.

Holiday survival guide

The Situation

Each holiday season we love to flex our digital skills and create something fun for both our amazing clients and our community. Our big love is website design, so for the 2015 season, we wanted to present our peers with an interactive experience they could share.

 View Site

The Solution

After lots of brainstorming, and some eggnog drinking to get in the holiday mood, we decided to ease everyone’s holiday stressors and created an interactive holiday survival guide. Complete with 8 scenarios, we take you through the trails and tribulations of every holiday season. We enhanced the interactivity with social sharing, including some fun Instagram pullouts, hidden bonus tips, and a holiday playlist that you’ll actually want to listen to.

Survive the Holidays #1

Highlights

The website received awards from various sites including awwwards.com, CSSDesignAwards, CSSWinner, and The Best Designs.


The short holiday campaign drew in over 7000 unique visitors

Average increase in daily site traffic over campaign was over 350%

Survive the Holidays #2
Survive the Holidays #3
Survive the Holidays #4
Survive the Holidays #5

IR Magazine 2015 Awards

The Situation

Blender was a sponsor and an award presenter for the 2015 US IR Magazine Awards. Instead of simply giving away the award and posing for a photo on stage, we decided to do something that no one would be expecting.

 View Site

The Solution

We created a boxing-themed mini-campaign that pitted each nominee against each other. The campaign featured an animated and interactive website with nominee stat-cards for social media sharing. We also produced a teaser video to generate buzz around the awards night, and it was shown to all the attendees the night of the event.

IR Champ 1
IR Champ 2
The Digi Awards are Canada’s annual showcase of digital content, celebrating the very best in the digital media landscape. They honour those making waves in their industry from video to advertising, to digital technologies. Our IRchamp campaign was a finalist for the 2015 DigiAwards in the category of multi-channel communications.

Highlights

Blendermedia.com site traffic increased 41% week over week.


Facebook and Twitter reach increased almost 400%.

Over 2,200 views of the teaser video on Facebook with less than $150 in advertising spend.


The campaign was such a hit that we were finalists in the 2015 Nextmedia DigiAwards.

IR Champ 3
IR Champ 4

Tanker Investments Ltd.

The Situation

Tanker Investments Ltd., formed in 2014, is a subsidiary of Teekay Corporation. The parent company wanted to ensure this new sub-brand had a fresh and revitalized look while still feeling cohesive with the Teekay brand.
View Site

The Solution

Tanker’s new branding colours subtly connect them to Teekay while still maintaining their own personality. The company supplied us with lots of imagery of their impressive fleet that we transformed into an embedded Flickr gallery.

Tanker Investments Website Promo on Macbook Air

Highlights

Use of full screen imagery to highlight their product.


Subtle animations to draw investors into the Tanker story.

Easily downloadable fleet and specifications list.


Focus on investors with a targeted content strategy.

Tanker Investments Website Promo on iPad Air
Tanker Investments Website Promo Standard Desktop
Tanker Investments Website Promo on iMac
Tanker Investments Website Promo on iPhone 6 black and white

Fundamental Applications Corp

The Situation

Fundamental Applications Corp. is a technology startup who approached us about designing their website before the launch of their first product ‘Serum’, a mobile chat application for Millennials. They’ve since expanded and acquired two more products. The company’s main priority was time: they needed a website with a quick turnaround, as they were going through a funding round and needed a space to send potential investors to learn about their opportunity.

 View Site

The Solution

We thrive on tough deadlines. Although we made sure to stick within the timeframe, we were also determined to create the highest caliber site for Fundamental. We drafted an initial design concept to present to them early in the process. They liked our concept so much that they trusted us to design the rest of the site without further approval. Modifying our normal approval process allowed us to complete the site on time for their funding round.

Fundamental Applications Corp 1

Highlights

Entire site, from planning phase to launch, finished within 4 weeks.


Revised sitemap and information architecture.

Custom design created that appealed to both target markets, from potential investors to the product.


Branding and design of supporting marketing materials, including business cards and fact sheet.

Fundamental Applications Corp 2
Fundamental Applications Corp 3
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