How is the company website in the stock market (Listed Company) different from the general website?

The real problem in life

Imagine Your company is about to IPO or the stock market. The team works hard. But have to come across these problems repeatedly: The investor team (IR) must answer the same questions Regarding financial information via telephone and email almost every day, institutional investors complain that the structure of shareholders or annual reports are very difficult on the website, or the worst is Being seen by the analysts that your company "is not transparent" just because the website lacks the necessary basic information This is not just about the inconvenience, but it is the "risk" that undermines the reliability that your company is trying to create all. Many times the team thinks that just having a beautiful website is enough, but in reality The website designed for "customers" only Unable to meet the needs of "investors" and the supervisor at all

‍

Why did that problem occur?

The source of all problems arises from "Misunderstanding" that the company website has the only duty is "Marketing and sales" (Marketing & Sales), the structure and content are all designed to attract "customers". But we forgot that when the company becomes "public", we have a stakeholder. (Stakeholder) The new group immediately increased, that is, "investors" both small and institutions, "securities analysts", and most importantly "Supervision Agency" such as the Office of the Securities and Exchange Commission (SEC) and the Stock Exchange of Thailand (SET)

These groups do not look for discount promotions. But they are looking for "information" that is transparent, can check and be the most present Whether it is quarterly financial data, annual report (56-1 One Report), business supervision policy, shareholders' information, or news that the Stock Exchange The lack of these information on the easiest access areas like the website. Is like closing the door in front of investors And shows that the company may not be ready for higher standards in the capital market This is the reason that Why is the investor website a relationship not an alternative? But it is necessary

‍

If left, how will it affect?

The ignorance of the importance of the website in the dimension of investors has a more serious impact than expected. And this is what may happen to your company:

• Loss of confidence from investors: when investors can't find important information Or existing information They will begin to ask questions about the transparency and good governance of the company. This uncertainty leads to the easiest decision, "No investment" or "selling shares".
• The value of the company (valuation) is lower than it should be: Analysts may see that the company is at high risk of Information Risk. Which inevitably affects the market price in the market Learn more how the IR website affects the stock price.
• Increase the workload for the IR team unnecessarily: instead of the IR team to spend time analyzing and creating in -depth relationships with investors. Instead have to waste time answering the basic questions that should already be on the website
• Compliance Risk: Although the website is not the main channel for data transmission But the disclosure of information that is not equal or incomplete May cause the risk of being monitored by the regulatory agencies

In the end, the "image" of the company in the eyes of investors will not look professional. Unreliable And seems to not understand the "game" in the capital market, which is extremely dangerous to the sustainable growth of the public company.

‍

Is there any solution? And where should it start?

The most direct and sustainable solution Is to adjust the new perspective that "Website is the most important communication tool for investors" and create a section. "Investor Relations" on the company's main website Or create a particular IR website to be complete and easy to use Which should start by organizing the content structure to cover the standards that investors and expected supervision agencies Which consists of:

• Financial Information: The most important part Must have both quarterled and annual financial statements, annual reports (56-1 One Report), and the analysis and explanation of the management (MD & A) that can be easily downloaded.
• Shareholder Information: Show the latest stock price (May draw Real-Time), large shareholders' structure information, dividend payment policy And calendar, organization activities such as shareholders' meeting Or the XD mark
• News & Publications: Collecting all the news that the Stock Exchange of Thailand, Press Releases, and the file presenting (always updated)
• Corporate Governance: Demonstrate the transparency of the company. By presenting information about the Board of Directors, anti -corruption policies, and management structures
• Company information and contact us (Corporate Profile & Contact): Basic information about business, vision, mission, and most importantly, information for contacting the IR team directly, both telephone and email numbers.

The best starting point is to study the terms and guidelines from the website of The Stock Exchange of Thailand (SET) and the Office of the SEC to ensure that you have complete information according to the criteria. After that, the website structure began to meet both completeness and ease of use.

‍

Examples from the real thing that used to be successful

The company "Tech Solutions (Public)" (fictional name), which runs a software business for corporate Not long after listed on the Stock Exchange of Thailand, they encountered a classic problem: the original website that focuses on selling only Causing foreign institutional investors to shake their heads because they cannot find financial information As for small investors, it is confusing that the news that the company informed the market. Which one is exactly Stock prices in the first period are quite volatile because of disbelief.

Executives decided to overhaul the entire website, while all new investors collaborated with Website development experts, especially they create an IR page that has all the information on both languages. (Thai/English), create an email notification system for investors, and present the Real-Time stock price information on the first page.

The result is within 6 months. After launching a new IR website, the company has been contacted by an analysts up to 40%, the number of basic questions sent to the IR team has decreased by more than 70%, and most importantly The opinions of investors on various web boards change from "difficult to find information" to "this company is transparent." This is reflected at the stability of the stock price that has improved significantly. This is the power of communication that "yes" with the "yes" through the tools "yes".

‍

If wanting to follow, what to do? (Can be used immediately)

For companies that want to upgrade the website to be ready for the capital market, this is the checklist that you can start immediately:

1. Set up a special working group: pull personnel from investors (IR), Marketing, and Information Technology (IT) to work together. To ensure that the website will answer both information, communication, and techniques
2. Set the data structure (Sitemap): According to the previous topic and studying from important features that investors expect To plan all the websites What page will there be? And how to connect each page?
3. Gather and prepare content: prepare all data files Including annual reports, financial statements, presentations, executives, etc. should have both Thai and English versions.
4. Designed based on users (investors) as the center: design must be clean, professional, easy to read on all devices. (Especially mobile), and the most important thing is to make users "Find the information you want to meet within 3 clicks."
5. Choose the right platform and developer: Creating a good IR website is more than just beauty. But must use a secure technology and can easily update data Working with Experts who understand the specific needs of the organization website and IR are therefore smart options.
6. Planning for maintenance and update: Investor website, not building and ending But must be updated regularly and in a timely manner Set the person responsible and the process clearly.

‍

Questions that people tend to wonder And the answers that are cleared

Question: Do we have to create a new website separately for investors, especially? Answer: Not always necessary. For the majority of companies, the "Ir Section/Microsite" is perfect on the main domain of the company (such as Your Company.com/ir) is enough and is a recommended method. Because it helps to strengthen the main domain It is important to make the entrance to this IR section clearly from the first page. Question: How frequent information on the web has to update? Answer: The frequency depends on the type of data. The stock price data should be Real-Time or Delay for no more than 15-20 minutes, the news that the market reported. Must be updated immediately, financial statements must be updated every quarter, and the annual report must be updated every year. "Timeliness" is the heart of reliability. Question: Just take the PDF file to download is not enough? Answer: It's a very advice. Or important news Should be presented in the form of the webpage (HTML) as well, because it is better in all dimensions: easier to find information, more friendly to SEO (causing investors to find through Google), and provide a lot of better experience on mobile phones. Question: SEO is related to investors' relationships as well? Answer: Very much! Think about when investors or analysts are interested in your company. What is the first thing he did? Is "searching for company names on Google". SEO for the IR website will help your website first. With correct and official information from the company directly Is the best first conversation and impressing

‍

Summary to be easy to understand + want to try to do

In summary, the most important difference between the general company website and the company website in the stock market. It's not a "beauty" but it's a matter of "Target group" and "Objectives". Public websites have to change the role from "Salesman" that sells the "reliable" spokesman of the company that is ready to provide transparent information, straightforward and timely to new influential groups such as investors and supervisors.

Investment is effective on the investor website (IR Website), not "cost", but "investment" in assets called "Trust" (Trust), which is the most important foundation of the company value in the long run. It is showing respect for investors. And show the capital market that your company is "ready" and "is truly professional"

Do not wait for the misunderstanding. Come to undermine the value and credibility of your company! It's time to upgrade your organization website for a greater role.

If you want a professional partner who understands both communication technology and investors' expectations Come to help you create The best investor website (IR Website) for your organization. Can consult us today!

‍