Corporate websites have always been a critical part of the communications mix, but in a Covid-19 world they have a renewed purpose, with the leading companies making the most of this new reality.

Stakeholder communications company Black Sun’s analysis of corporate websites, now in its 6^th year, reveals that companies are enhancing and adapting their websites to better get their messages across in an increasingly digital world. There was an increase in companies communicating purpose from 59% last year to 71% this year. Purpose was also lead on the homepage or dedicated page for 41% of companies.

“We can see how companies have invested in articulating their purpose, evidencing their long term sustainability and the value they create for key stakeholder groups such as investors, employees and wider society,” says Richard Dixon, chief digital officer at Black Sun.

The research showed there was more advancement in the clear alignment between strategic priorities and performance, with 22% of companies now demonstrating how their strategic progress is directly measured through specific financial and non-financial key performance indicators.

Following the growing investor pressure, companies are clearly stepping up their ESG communications. The number of companies that discuss ESG on their website has jumped from 13% to 34% this year. The number of corporate websites providing ESG-related reports and documents has also increased to almost a quarter this year.

In addition, there is a renewed focus on creating and developing an engaging and authentic employee brand, with most companies share and discuss their culture (66%) and their values (56%) and are investing in bringing this to life through video and people stories.