Coping with annual reports on the web
Web partners
As a single communication medium, the web has a collective function. Whereas a company might produce a large number of separate promotional documents (e.g. annual report, brochure, newsmagazine, product bulletin), on the web these can all be integrated.
Most major companies have sections in their sites dedicated to: their corporate profile ('about us'); press centre; environment or social responsibility; careers; products and services; and investor relations.
A typical annual report, in the investor relations section, can link to and from material in other sections, while still distinguishing between audited and non-audited information.
For example, many printed annual reports include information about the company such as 'what the company does' and 'group at a glance'. On the web this usually sits better in the 'about us' section.
The 'about us' section should ideally complement the annual report.
In a survey for his new report on investor relations website design, Jakob Neilsen notes that: 'Professionals wanted management's vision of where the company was going, along with a brief company background and overview of recent news. Basically, they wanted the company's past, present and future summarized in a way that told the story behind the numbers.'
Some companies prefer to put information about the board of directors under 'about us'. It often works well if the chairman or CEO introduce themselves and welcome visitors here. Links can be added to their biographies and other communications, such as speeches, as well as to the relevant parts of the annual report.
Information in the annual report about the environment and community, social responsibility, health and safety, joint ventures, registered office, main locations, and so on, could also be linked to other sections.
Similarly, general information for shareholders — such as taxation of dividends, AGM and the financial calendar — could stand independently in the investor relations section.
Such content issues depend on the site having a clear but simple navigational structure.
Another essential is that the style of writing is consistent throughout a website. Companies need to identify and agree on their corporate 'verbal branding' and web editors should monitor this carefully.
Next: Trendsetters
Published : 01/06/2003
