Does your website reflect the ambition of your leadership team?

Spend some time with a CEO and you’ll hear a story of growth, direction, and long-term value. It’s a story that defines an organisation and sets the tone for the entire business. Yet, when I look at many corporate websites, the boardroom’s vision just doesn’t come across.

1. Lead with a clear investment proposition

Explain the boardroom vision and why it makes for a compelling investment. If a website visitor has to hunt for the business strategy, you’ve already lost the story that the CEO has worked so hard to build.

2. Provide a clear operational overview

The boardroom vision only makes sense if the audience understands the engine behind it. Your website should offer a concise explanation of what the business does, the sectors it serves and where it operates. This is often complex; let infographics, charts and maps do some of the heavy lifting.

3. Use video to showcase the leadership team

People buy into people. Move beyond static headshot photos into video. Websites and LinkedIn are great places to use video shorts and they’re readily consumed by investors. Longer videos can take the form of interviews or Q&A sessions. Seeing and hearing a CEO talk creates a level of transparency and trust that text alone cannot achieve.

4. Align sustainability to long-term value

ESG should be a theme that runs throughout the entire website, and not just a section of its own, showing how business culture and responsible operations contribute to a clear investment case.

5. A cohesive corporate identity

The boardroom vision will be fragmented if the visual language used to describe it is poor or inconsistent. Your website is the flagship of your brand. Use clear UX and design, professional video and photography, and a consistent tone of voice to signal that the business is well governed and professional.