How does your family look online?

What people find about you online is a proxy for your reputation. If the information is biased, partial or out of date, so will their perceptions of you. Equally, if the information is reflective, positive and up to date, their perceptions of you will follow suit. Family websites whether they're about your family itself, your businesses, or charitable foundation are a critical way to take control of your profile.

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.

Key report headlines

Download the full 28-page report.

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  • 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.

Jordan Greenaway

Managing Director

Transmission Private

“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.”


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