The ability of a company’s website and digital channels to connect and engage directly with its stakeholders is of paramount importance in forging, and sustaining, profitable relationships.

Yet, recent research published by corporate communications consultancy,Radley Yeldar, suggests that corporations in the FTSE 350 are falling short of the digital communications standard required for a modern business environment.

The 2015 Digital Maturity survey identified where platforms such as social media channels, intranets and mobile apps lacked the coehrence needed to attract business. For 2016, Radley Yeldar’s FTSE 350 Standout Digital Survey focuses on the corporate website as a key indicator of digital effectiveness.

Rising 63 place from last year, global pharmaceuticals corporation AstraZeneca has topped the FTSE 100, and therefore the FTSE 350. This follows the trend of healthcare and pharmaceutical websites scoring highly when assessed on the effectiveness of its digital communications – stakeholders trust and engagement is an essential part of such potentially sensitive sectors.

On the other hand, the 2016 Digital Survey findings highlight the retail sector as showing particular weakness in digital – overall, financial services performed the worst. There is perhaps a need for finance-focused corporations to further integrate social aspects into their digital offerings; highlighting benevolent factions more clearly, and developing business journeys into readable stories, are examples of approaches which could help diversify digital communications in the sector.

Serialising content and creating a transparent business message are also identified by Radley Yeldar as two key changes companies can make to enhance their digital communications experience.

However, in some instances, positive change can be a result of simply updating or redesigning a website, making it more fit for purpose. The report found that several companies that enjoyed top ten positions during 2015 have been placed lower this year, due to stronger and more easily navigable website offerings from competitors.

For instance, in the FTSE 100, Unilever and Coca-Cola Hellenic enjoy 5 and 7 place respectively – both have undergone website refreshes in the past year. Such digital updates have been to the detriment of huge consumer brands such as Tesco and RBS – even Burberry, a fashion brand known for strong aesthetic and design, languishes in 96 place.

In a press release, Richard Coope, digital director at Radley Yeldar, says, “The gap between the leaders and laggards is getting larger. It is becoming clearer which sectors are capitalising on their digital opportunity and which are not, such as the pharmaceutical and healthcare sector.”

He continues, “This research shows that the gap between traditional corporate communications and marketing is closing, as we see more evidence of campaigning brands being prepared to tell their story and address broader industry issues in more inventive and creative ways.”

Corporations of the top FTSE 100 are those showing the most progression to effective online experience. The remaining FTSE 250 must refine their corporate digital strategies in order for progress to be achieved, and to sustain stakeholder engagement.