Covid-19 has had an impact on how startups raise funding, many of them moving to online meetings or to launching a campaign on a crowdfunding website. Due to this, investors are more inclined to look at a startup's website when they get to know them.

The startups' scenario is as follows: Startups need funding from investors, investors want to help them grow their company, but they seek a good reason to offer a slice of the cake.

A website is more important than you think it is. It helps you to exteriorize your company's culture, introduce your team, and the most important aspect, it helps you differentiate your product and position it in their mind away from other competitors they might think of.

You have to think about your website the same way you do about your pitch deck because this is exactly the kind of information investors want to see.

"In a study conducted by Cision in 2017 (Shareholder Confidence 365 Study), approximately 50% of institutional investors said they would not invest in a company that did not have an IR website, and close to 60% of individual investors felt the same." - Jessica Bornn, Principal


According to David Bradshaw, investors don't want to see in your company just the typical strengths a startup must have, such as passion, traction, or competitive advantage, but they're also looking for 'intangibles' and info about your team.


"Investors find comfort in a business that has a team in place, where team members have expertise and have been given enough authority to oversee their area of operation." - David Bradshaw, Finance Expert


Without any question, these are the most important things investors seek to see on your website:

1. Your Value Differentiator

Your website should have a very clear copy and images with your product for investors to understand very clearly why they should invest in your idea.

"Investors find comfort in a business that has a team in place, where team members have expertise and have been given enough authority to oversee their area of operation." - David Bradshaw, Finance Expert


2. Info about You & Your Team

Even though there should be enough context related to your product on the homepage, usually, the most interesting page for your partners or investors is the 'About' page. So, here's what you should include on these 2 significant pages:

3. Brand Culture

Brand Culture includes all the ideas, values, and social behavior of a particular company, that help them to attract brand advocates, the right talent, or allies.

"Brand Culture can be defined as the inherent DNA of the brand and its values that governs every brand experience, brand expression, interaction with the customers, employees, and other stakeholders of the company along with every touch point." - Hitesh Bhasin, in marketing91


"We don't have core values, because values mean nothing without action." - Webflow

4. IR website section

Investors Relations (IR) is one of the main components of a corporate website or a separate page where investors could research your current investments.

5. Social Proof

Show in what way your product has solved other people's problems through videos, testimonials, or case studies. A well-structured website will point them directly to the pot of honey that will increase the chances for you to be contacted.

Lastly,

Your website could increase your chances of a significant partnership, so focus on showing relevant evidence that your investors are truly interested in.

November 17, 2020

Andreea Encutescu

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Brand & Web Designer