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Engaging with stakeholders of different ages.
The next time you decide your website needs an overhaul, it’s worth thinking about how to fulfil the information needs of a new breed of investors.
Rather than consuming online communication in the traditional long form, millennial and Gen Z investors are likely to prefer short form content as a segue to the mandatory. In all likelihood they’ll gobble it up in much the same way they consume content generally through social media.
Fintech platforms like Zeed, are specifically and successfully targeting these type of investors with TikTok style videos. It’s worth familiarising yourself with how they present content, and use this to inform the context of your own online comms, particularly around your website.
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Artificial intelligence
AI driven applications are being used to source information as much as they are being used to create it. Therefore, it’s important not to lose sight of one very important point, your website should always be the definitive source of publicly available information on your company – and it’s not just about ticking the Rule 26 box if you’re listed on AIM!
Online aggregators are increasingly using AI to bolster their content. By ensuring your website is kept meticulously up to date, you will help to combat these aggregators compiling inaccurate or out of date information about your company.
In the immortal words of Kevin Costner in Field of Dreams, it’s easy to think, “if you build it, they will come”! How though, can you use AI to its best advantage in the context of your corporate website?
Are your directors; biographies a little long or non-uniform? Perhaps your “About Us” information is a bit outdated and not quite striking the right tone? Let us not forget about key words and their importance for Search Engine Optimisation. With the right prompts, AI can help rewrite that content in a user-friendly, and more or less formal tone. Tools like Chat GPT can be a great starting point when refreshing the copy on your website. Experiment with it, and then continue to hone the AI generated suggestions until you have content that is fully aligned with your brand voice.
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what3words
We all know that the most important trio of words on a corporate website should be Environmental, Social and Governance (ESG) where a dedicated section is very much best practice.
However, you may be less familiar with adding what3words to your website. what3words is a proprietary gencode system that’s the easiest way to describe any precise location on earth. It’s a great bit of British tech innovation too.
Street addresses aren’t accurate enough to specify precise locations such as building entrances, so what3words divided the world into 3 metre squares and gave each square a unique combination of three words. It’s the easiest way to find and share exact locations, and just the job for enhancing any website Contact Us page.
Flint Digital
If your company website revamp never quite makes it to the top of your to-do list for time or budget reasons, Flint Digital has an innovative solution:
- An approach that avoids unnecessary capital expenditure
- Best practice frameworks designed to speed up the traditional delivery process
- Real-time RNS plug-ins – very helpful around those 7am announcements!
Websites powered by Flint Digital are easy to content manage, reliable, secure, optimised for regulatory compliance including AIM Rule 26 and won’t add to your company’s carbon footprint.
At a time when there is so much information freely available to investors online, and with the exponential input of AI, the one information source you have complete control over is your corporate website. So make sure it is at the top of its game.
For more tips on how to engage with your stakeholders in 2024 or to talk about a new corporate website please visit www.flint-digital.com and contact:
Peter Kemp or Louisa Lally on +44 (0) 203 092 8575 or hello@flint-digital.com
