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FTSE 100 company websites fail to communicate effectively, research reveals

FTSE 100 companies are failing to tell their corporate story through their website, new research shows.

Corporate reporting communications specialist, Black Sun’s findings show that while
many companies have made significant advances over the past year, one in three, don’t state what their business does on the homepage.

It found that just five per cent clearly articulated their strategy, business model and KPIs, while less than 50% were deemed to be “responsive and therefore deliver a quality mobile experience”.

Richard Dixon, chief digital officer at Black Sun, said: “This research shows many companies are failing to make the most of their websites, despite it being a first port of call for information.

“The website is one of the few channels through which a company can tell its corporate story, and should be seen as an opportunity to engage and influence their diverse stakeholder communities, to deepen their understanding of the business and to build trust and confidence in their brand.’

Around two thirds of companies do not explain their raison d’etre for investment in their IR section, while under half include a section on why prospective employees might wish to work for the company in its careers section.

 

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  • Oliver Thornton

    Not convinced they are always supposed to. Depends on the business they are in. A website is a communication channel not a public service. If there is no compunction or benefit derived then why would you do it. As for a ‘quality mobile experience’ – what the hell! Still not a public service.