Is your corporate website frustrating your investors?

Though investors may not make up the largest audience for your corporate website, they are a crucial stakeholder for the company.

The Bowen Craggs visitor research survey shows that investors primarily visit corporate websites to access financial information, "About" sections, and news. Because their objectives are relatively straightforward, they are more likely to report a high level of goal achievement compared to other visitor groups. However, if they struggle to find the information they need, their goal achievement will decrease, which in turn can negatively impact other key metrics such as brand perception.

Our survey, particularly the free-text comments collected, shows common themes amongst investor complaints. Investors typically seek easy access to financial information, private account logins, and contact details, and become frustrated when these are difficult to find. Understandably, there are complaints which are often out of your hands as digital teams, but the survey shows several relatively easy fixes that will serve investors more effectively.

In this article, we have identified the top investor complaints you should be aware of, and some quick wins to address them.

All of the quotes are from comments left by real visitors to corporate websites but have been anonymised. 

Unclear signposting to individual account logins

“Could not sign in to my account or find the link to do so”

“I could not log into my account”

Investors want to be able to easily access relevant logins, whether to shareholder services or to webcast replays. When these links are buried or impossible to find from the corporate website, it makes investors increasingly frustrated. Ensure your investor-focused account logins are up-to-date and easily accessible from the IR section. 

Unable to find important financial information

“Not all of the information was up to date. I am keen to understand the latest 2024 view - not 2022 etc”

“Please make the latest FINANCIAL news and conference calls prominent in the HOME page!”

“Please provide the complete financials of the results in a single document, part results provided in different documents don’t help”

We know from our visitor research survey that 32% of investors are coming to the corporate website to find financial information, the leading visit reason for this audience group. However, many corporate websites provide dated financial reports or bury important information (this could be dividend information, investor-focused press releases or earnings call summaries), making it impossible for investors to find what they are looking for. Instead, utilise your IR landing pages and provide clear signposts, and when presenting your financial reporting, consider a range of formatting (as opposed to relying on PDFs).

A lack of transparency over controversy and share price drops

“The Share Price has gone down below £4 why”

“[Company]'s stock price dropped significantly today and I did not find the reason for its dropped price”

“Lack of credible explanation of why UK pensions can’t get cost of living increases”

Investors are often frustrated by the lack of clear company statements explaining a recent controversy that caused a drop in the share price. Though it can be challenging to know what to do when controversy strikes, or when share prices dip, appeasing investors should be at the forefront of your mind. By providing a detailed company statement in a clearly signposted, central location, you equip investors with the facts they need to understand the situation.

They can’t get in contact with your investor relations team

“I need relevant contact details”

“Not able to contact or talk to someone who cares!”

“I couldn't find a contact number. What to change: Provide a contact number”

Investors need easy-to-access contact information as it is their direct channel to ask questions, seek clarification, or address concerns. Additionally, it shows transparency and willingness to communicate, which helps build investor confidence. When these contact details are linked at the very bottom of an Investor landing page, or deep into the section on an archived press release, investors are left without the information they need. Ensure you provide links to investor relations contacts from the main navigation, as well as the Investor landing page.