What is required of a good IR website?
Blog
4 min
Blog
4 min
Trust is what determines how a publicly traded company is perceived by investors, analysts, and shareholders. Much of that trust is built or lost on the web. An IR website (Investor Relations) is the place where investors, analysts, and shareholders turn when they want to understand how the company is doing and where it is headed. For a publicly traded company, the website is not just a communication channel; it is part of how the company fulfills its information obligation to the market. If an IR website is difficult to navigate or lacks the right information, it costs more trust than one might think. In this blog post, we will therefore go through what an IR website actually needs to contain and what distinguishes a good IR website from one that is just there out of obligation.
What Investors Expect to Find
An IR website needs to include certain key elements to give investors and the market access to the right information. For listed companies, this is not optional. The EU Market Abuse Regulation (MAR) requires an issuer to inform the public as soon as possible of inside information that directly concerns the company, in a way that enables the public to access the information quickly and assess it fully and correctly.
This is not just a theoretical requirement. During the first half of 2025, Ellwee AB was fined SEK 366,000 by Nasdaq’s Disciplinary Committee for failing to disclose inside information as soon as possible, while Doro AB was fined SEK 520,000 for delaying disclosure without meeting the conditions required to do so.
Beyond the fines, there is something even harder to repair: the market’s confidence in the company’s ability to handle its disclosure obligations correctly. That is why the website needs to be built to handle time-critical information and ensure that it is published at the right time, not simply because it looks good, but because the law requires it.
- Financial reports: Quarterly reports, annual reports and other documents that show the company’s financial performance are a central part of an IR website. Financial reporting follows set schedules, and many companies also publish upcoming reporting dates in advance so that the market knows what to expect. Reports should also be collected in one place, arranged chronologically and easy to download.
- Share data: Share price, historical performance and preferably charts or statistics that make it easy to see how the share has developed over time. Many investors want to be able to compare performance against an index or similar companies directly on the website.
- Press releases: Press releases are an important part of a company’s communication with the market. When a press release contains inside information, MAR sets the framework: the information must be disclosed as soon as possible in a way that gives the public quick access to it and enables a complete and correct assessment. This means publication needs to happen quickly and at the right time. The information must also remain available on the website for at least five years, rather than simply being searchable on the day it is published.
- Investor presentations: Presentations used at capital markets days or investor meetings provide more depth than a press release and are often materials that investors and analysts return to when they want to understand the company’s development. Many companies publish these materials on their websites during or immediately after the meeting, making them available to everyone, not just those who attended.
What Separates a Good IR Website from a Mediocre One
The problem is rarely the content itself, but rather how it is presented. A good IR website makes it easy to find the right information without having to navigate menus designed around the company’s internal structure rather than the visitor’s questions. Data is presented clearly, with the right context, without requiring visitors to piece together figures from multiple documents themselves. Reports and documents can also be downloaded directly, in the right format, without unnecessary clicks along the way.
It sounds simple, but a surprising number of IR websites fall short in exactly these areas. This is often because the website was built once and then continuously filled with new reports without the structure evolving along with the content. This kind of structure is not only a trust issue for visitors, it also makes it more difficult for the company itself to demonstrate exactly when different pieces of information were published.
We have built IR websites that address precisely these challenges. Cynca Nordic, a listed industrial group operating within sustainable and socially critical infrastructure with around 1,500 employees, needed to automate the management of quarterly reports, annual reports and press releases that had previously been handled manually. By building the website in Umbraco and integrating it with Modular Finance, we were able to ensure that financial information is published correctly and on time, with a clear log showing when each document was made available. At the same time, data blocks such as charts, tables and ownership structures are presented clearly for visitors. Read the full case here.
Want to Build an IR Website That Actually Does Its Job?
At Toxic, we help listed companies build and develop IR websites that make financial information clear and easily accessible for investors, analysts and anyone else who needs to understand the company quickly.
Read more
List item to the main list: what does it mean for the website?
When a company moves from a growth market like First North or Spotlight to Nasdaq Stockholm's main list, the requirements for transparency, reporting, and corporate governance increase. This is also noticeable on the web. Here we describe what changes and how you can prepare the website for a listing change.
2min
Time to switch platforms? Signs that the destination's website has done its job
Many destinations have a website that was built several years ago. It works, but every change takes time and costs money. Here we go through common signs that it is time to switch platforms and what a change can bring.
2min
Therefore, the booking system and the website should communicate with each other.
A destination often uses several systems simultaneously. Accommodations are booked in one system, ticket purchases or activities in another, and the information about the guests is in a third. When the systems are not connected to each other, the information on the web becomes incorrect or must be moved manually. Here we explain what an integration means and what it does for both the guest and the staff.
3min
From winter to summer: a website that adapts to the right season
For many destinations, the operations change several times a year. The ski slope becomes a bike park and the bathing season transitions into conference season. The website needs to keep up with each transition without a developer having to be involved every time. Here we go through what usually changes between the seasons and how a flexible website makes the switch easier for the editors.
2min
Therefore, you are losing visitors on the way to booking and how you can get more to book directly.
Many who visit a destination's website have already decided to go there. They have read about the activities and compared accommodations but still leave the page without booking. Often, this is because the path to booking has too many steps or feels uncertain. In this post, we will go through common reasons why visitors drop off and how a clearer booking flow can get more people to book directly with you.
3min
Central control, local freedom: who decides what on the group's websites?
When many companies share a platform, new questions arise. Who gets to change what and which content should be managed centrally? Here we describe how corporations can organize editorial work so that it becomes both efficient and secure.
2min
Template or custom? Two paths for the corporation's websites
All companies in a group do not have the same needs. A smaller subsidiary may need a simple website that can be set up quickly, while a larger company may require a completely custom solution. In this blog post, we describe how groups can combine a common template with tailored solutions.
2min
After the listing: how to manage the IR website in everyday life
The listing day is just the beginning. Then come quarterly reports, annual meetings, press releases, and changes in management, year after year. An IR website that was ready on time but is difficult to manage quickly becomes a burden. In this blog post, we go through what the IR year usually looks like and what makes management easy.
2min
New company in the group: how the web will be set up without starting over
Every acquisition raises the same question: what do we do with the website? Without a common foundation, the answer is often a new web project from scratch. Here we describe how a common platform makes it faster and cheaper to connect new companies.
2min
IR-webb in two languages: therefore, the investor information needs to be available in English.
Foreign investors own a large portion of the shares on the Swedish stock exchange. For them, the English IR website is the company's face to the outside world. Yet, the English version is often thinner or less updated than the Swedish. Here we go through why language matters and how you can keep both versions up to date.
2min
Can the group's companies share a web platform and still maintain their brands?
When a group wants to consolidate its websites, a common concern is that the companies will lose their identity. However, a shared platform does not mean that all websites have to look the same. Here we explain how multiple brands can share technology and features while still having their own expression.
2min
This is how you keep the corporate governance section of the IR website up to date: Content and update procedures
The corporate governance section of the IR website is often the one that is updated the least frequently and therefore becomes outdated the easiest. At the same time, this is where investors and analysts look for information about who is in charge of the company and how. Here we go through what content is usually available and how it can be kept updated.
3min
Ten companies, ten websites: when is it time to consolidate the group's websites?
In many corporations, each company has its own website, built at different times by different agencies in different systems. It works for a while, but over time the websites become expensive to manage and difficult to overview. Here we go through the signs that it is time to consolidate the websites and what the corporation gains from it. As an example, we explain how Toxic and Industrireklam consolidated the Weland Group's companies into Weland Light, a common template in Umbraco where changes are rolled out to multiple websites simultaneously.
3min
On the way to the stock market: this needs to be on the web by the listing day
Before a listing, the checklist is long. The website often ends up far down, even though it must be ready and accurate on the same day the stock starts trading. Here we go through what the website needs to be ready for at the listing and how you can plan the work so that it doesn't become a bottleneck.
2min
Multiple facilities, one web platform: how to simplify everyday life for the editors
At many destinations, the hotel, restaurant, ski resort and campsite each have their own website, developed independently over time. The result is duplicated work for content editors and a fragmented experience for guests. In this article, we explore what happens when multiple websites are brought together on a single platform and how Isaberg Mountain Resort approached the challenge.
3min
5 reasons why large organizations and associations choose Umbraco as a CMS
Many large organizations and associations are using CMS solutions that have become too expensive, too complex, or simply no longer fit the business. Editors struggle with things that should be simple, and the technology begins to set limits on what the organization can do. After working with organizations such as LRF, the Tenants' Association, and several sports federations, we see some recurring reasons why the choice often lands on Umbraco CMS.
3min
Why more and more companies are digitizing their B2B sales and how it works
Many B2B companies still receive orders via email, phone, or through their salespeople. It often works well at first, but as the number of customers and order volumes grow, it becomes difficult to keep the information updated and the process becomes too time-consuming. This is one of the most common reasons why more B2B companies are now taking the step towards their own e-commerce platform. In this post, we will go through how orders are often handled today, what problems it creates, and how a digital platform changes the picture.
3min
Umbraco + AI: What exists today and what is on the way?
To say that AI development is progressing at a frightening pace may not be sticking your neck out directly. New models are coming almost every day, and the development does not seem to be slowing down anytime soon. But how can one implement and benefit from it in Umbraco? We will clarify that in this post!
7min
Therefore, you should stop stressing about your AI ranking.
The question arises everywhere: “How do we rank in ChatGPT?” It's a good question because AI search is starting to become an important channel for digital marketing and no one wants to risk falling behind. But before you hire someone who promises to “optimize your AI ranking,” you need to know something. There is no real ranking.
2min
That's why you are losing customers in your B2B trade - and what you can do about it.
In B2C e-commerce, the purchasing experience often revolves around inspiring and enticing. In B2B, it's the opposite. Customers already know what they want, they have probably ordered it before and want to do it again – as quickly and smoothly as possible. Yet, it is surprisingly common for B2B stores to be built with the same logic as consumer retail. This creates unnecessary friction, frustrates customers, and leads to manual work that no one really has time for. So, what does a truly smooth purchasing experience look like in B2B?
3min
When do organizations need to rebuild or redesign their website?
Many organizations use their website for many years without major changes. This is rarely a problem in itself – a website does not need to be rebuilt just because it is old. The problem arises when the technology, content, or visitors' needs have changed more than the website has managed to keep up. It is not always easy to see where the line is between "this we can fix" and "this requires us to rebuild from scratch." Here are four signs worth taking seriously.
3min