Financially Responsible Marketing

Designing Your Website to Support Investor Relations

Posted by on May 14, 2015


investor relationsYour website should work hand-in-hand with your IR presentation. You want it to:

• Offer visitors easy access to critical information
• Tell your story in a compelling fashion
• Offer enough information to entice, but not so much as to overwhelm.

Simple straightforward navigation

Good navigation makes it easier for users to find what they want in one or two clicks. It’s obvious, fast, and intuitive.

Think of what users will want to see and how quickly they can find it (rather than thinking “We have this information, where can we put it?”). As well, consider the fact that users are not created equal. From your homepage or from landing pages, create call-outs that are targeted to different types of users (e.g. retail brokers versus institutional funds), that lead them directly to the information they are most likely to be seeking.

Make the right information available

It’s not necessarily about what you want to broadcast. It’s about the hard information that your visitors want to find.

Think of the questions you’re most likely to get asked at an IR presentation. Make sure you’ve answered them and made that information easy to find on your website.

Leverage SEDAR!

Avoid duplicating information that is already available on SEDAR. Let SEDAR do the work of keeping it current. Provide links to that information, rather than duplicating it on your site.

Your website needs air

Once you launch your website, it’s easy to put a checkmark in the to-do column and sit back. Don’t do it.

Your website is a living creature. Unless you keep it refreshed and up-to-date, it gives off a tired lifeless impression to your visitors that reflect directly, and poorly, on your company. Regularly get rid of outdated links, events or media articles. Add new information. Don’t have a visitor come to a page on your site and find that the latest posted transaction was two years back.

Make sure you have the must-haves

Before creating a new site or refreshing an old one, take a look at competitor sites. Note what kind of information they offer. This will help to ensure that you have the must-haves. For example, if you’re a construction firm, your fleet list is a must-have.

Tell your story in a compelling fashion

It’s easy to dump whatever information is available into your website, organized in the way that makes sense to you. It’s considerably more difficult to design a website around the needs and interests of your users. It’s critical though, because you’ll engage, strengthen your connection, and build interest in your stock.

Offer enough information to entice, but not enough to overwhelm.

Ruthlessly cull your website content. It’s not enough that a fact is relevant – include it only if it’s necessary. You’ll end up with a tight believable story that highlights the critical factors that make your stock an attractive buy.

What do you believe is critical for your website?