Your IR website has always been an important touchstone in your IR strategy. But its value has increased since the pandemic and the digital transformation has revolutionized corporate access. Everyone is making more connections virtually than ever before, and your site is at the heart of most of them.
From feeding your investors with on-the-minute information to collecting key engagement metrics, your IR website plays an important supporting role to your team. Here’s why:
Your Investor Relations Website is Ripe with Engagement Metrics
Every time investors visit your website; they leave a digital trail of breadcrumbs on the virtual landscape. You can see who visited your site and when, as well as more about their specific activities.
Knowing the content, they interact with, the documents they download, and the corporate access virtual events they sign up for paints a picture of their investing needs and objectives.
Reading these clues is easier when you have the right IR tools at your disposal. Platforms such as Q4’s Engagement Analytics consolidate your investors’ vast digital footprint in one app, giving you a bird’s eye view of their online activity.
The experts at Q4 make it possible to chart these engagement metrics against stock performance and communication outreach to give insights into your shareholders’ motives. Using this info, you have a chance to reach out to investors when their online activity signals they need attention. Knowing what they’re interested in also helps you prepare for these one-on-one meetings.
Leveraging engagement metrics can also put your team in a better position for targeting. You’ll be able to spot newly engaged investors and bookmark them in your IR platform, making it easier to track their activity before you make contact.
A New Survey Reveals Investors Trust Your Site the Most
Investor relations websites have been ranked as the most important source of information for the second year by investors. Of the 250 institutional investors polled by Brunswick Group’s latest Digital Survey, 65% believe the information on IR websites is more accurate than traditional media.
To investors, your IR site is an important source of information, and they trust it more than other platforms, such as email newsletters, Google search results, Wikipedia, podcasts, and LinkedIn. Of course, they may check other websites and social media platforms, but most investors will conduct the lion’s share of their research using IR websites.
Now that you know how much value institutional investors place on your IR website, it becomes imperative that you pack your site with rich content. A well design site helps your investors accomplish the following two things:
- Explore more of your site, populating more engagement metrics for you to review at a later date
- Invest in your company once your content inspires trust
Optimize your site with these goals in mind, ensuring your unique investment proposition is front and center.
Your IR site is crucial from an optics standpoint, so you should also work hard to centralize a captivating IR narrative on every page.
Bottom Line: Invest in Your Site
If it’s been a while since you gave your IR site a good scrub, it could be time to overhaul its design with an experienced consulting firm. Go to these specialists to balance award-winning design with behind-the-scenes functionality.
