Family websites – whether they're about the family, their businesses, or foundations – are a critical way to take control of a family's profile. Without one, families are at risk of losing control of how they are perceived.
As more families start thinking about their digital profile, we conducted research into what an effective family website looks like, what content it must contain, and how it should be structured.
“The Internet is the first port of call for research. Families must host information online about themselves in a language they recognise. If they don't, stakeholders – whether that's the public, business partners, or others – will look for that information elsewhere. It's not a matter of whether there is information about families online – there will be. It's whether they control it, or not.”
Key report headlines
- Family websites are a key tool for managing and shaping perceptions of a family.
- Stakeholders prefer acquiring information about individuals from family websites rather than other sources, such as newspaper coverage, interviews or social media – 67% of the public would visit a family website.
- Family websites should contain the principal's biography, basic business information, and a news page to satisfy outside interest. They should also articulate the family's mission to give the family more depth and character.
- Personal biographies should be written in formal, third-person to encourage trust and discourage further public interest.
- Families should prefer visual designs that emphasise the mission or values of the family rather than personal photography.
- For many more actionable results that can guide the development of family websites, download the full 28-page page report.