By Dominic Jones | Published: April 23, 2007 | 
Printer version
| Comment |
How does pretty stand up when things get ugly?
By Dominic Jones
SOME corporate websites are gorgeous to look at. They make a strong impression the moment they load in your browser. They establish credibility instantly.
It’s like when you meet someone who looks attractive. You’re immediately favorably disposed to them.
Researchers have delved into the importance of looks on the web and they’ve found that a professional design is the single most important influencer on users’ perceptions — but only when users don’t have anything else to go on.
Think back to that attractive person you meet. Looks only count to a point. When they start talking and you witness their behavior, or when someone else you trust tells you they’re not credible, your impressions of them can quickly change.
On IR websites, information, utility and usability do the talking and action. Looks will take you so far and no more. Is the site authoritative, comprehensive, transparent, up-to-date and usable? Is there evidence of accountability and responsiveness?
Still, a pretty website probably has more room to scrimp on content. As long as the site doesn’t make any stupid mistakes, it’s probably going to stand up to investor scrutiny. Win awards even.
Problem is, stuff happens. Something almost always is going to go wrong in business. When it does, people start questioning their judgments. They are less willing to rely on surface factors like looks.
Indeed, good looks and not enough substance might be a liability when things turn bad. They can be interpreted as evidence of a con, like a confidence trickster in an expensive suit.
Ugly sites with strong content might not win over people superficially, but they earn credibility over time. When things go bad, their users are probably more willing to give the company the benefit of the doubt.
Obvious, isn’t it?
Please Support Our Work
Email your friends about us. Subscribe to our paid publication Online IR Trends Quarterly. Get us to recommend improvements to your IR website (we're really good at it).
April 23rd, 2007 at 4:42 pm
Dominic, I understand content ultimately trumps looks but companies need to remember that their IR sites are a second chance to market their products and services. You never know who’s looking at your IR content. Sure, Warren Buffett can afford to be bland, that’s his modus operandi. People would get very concerned if his sight was anything but bland.
I think you can combine pretty and intelligent at the same time and not come off looking insincere.
April 23rd, 2007 at 7:21 pm
Will,
You’re right, you can combine the two. That’s the Holy Grail that very few companies have been able to achieve. Mostly, though, sites tend to be either strong on surface factors or on content. I guess it’s hard to do both things at the same time…
April 24th, 2007 at 6:42 pm
Dominic,
I’m guessing from your comment that you have more business than you know what to do with. Keep up the good work.
April 24th, 2007 at 7:57 pm
Will,
True, but business for us isn’t what drives me personally. I love the capital markets and the concept of individuals as providers of capital and management as responsible users of it. It’s productive. It builds great things.
But I’m with Saint Jack in worrying about the soul of capitalism when most investment is done on an agency basis via funds that really don’t have any real skin in the game and don’t act like true owners.
For me, great IR websites are simply a way to make direct investment more accessible to individuals. Build it and they will come… Hopeless idealist, I am.
April 24th, 2007 at 9:11 pm
[...] Investor Relations Blog » How does pretty stand up when things get ugly? [...]