You often see it on the websites of your partners and competitors.
A page, paragraph or line indicating the mission (or the values) the company plans to complete and how. When done in detail, a mission page will cover everything from business ethics to B2C relationships and the HubSpot event lists 12 inspiring corporate mission statements in this article.
- Does your business also have to post a mission statement on the official website?
- Would that help customers or users understand your business better than if you didn’t have an engagement page?
I asked 3 experts if they thought a business website really needed a mission statement or if it was just a waste of time.
I had 2 positive responses and 1 negative.
Read on to find out what these experts are thinking and who you are thinking about aligning with.
In favor of mission statements
Cormac Reynolds (www.myonlineMarketer.co.uk)
Yes, I think it should. It shows what a business is about to do, which in turn will set customer expectations – always a good thing. Plus, it’s also a good way for a business to stay focused on what it has set for itself, which is by no means a bad thing and can have a positive impact.
David Leonhardt (President, THGM writers)
Every organization, every team should have a mission statement. It’s not for the public to see, unless it’s part of the public relations plan. It is up to team members (staff) to understand the bigger picture of what they are doing. The larger the workforce, the further away the peons are from the local office, the more important it is to have a mission statement that everyone can hang their hat on.
In the absence of a mission statement, team members will revert to the default mission statement: “We strive to increase the wealth of our shareholders, so that they can indulge in additional fantasies. . “
Against mission statements
Tim Fehraydinov (Online marketer at the Texterra web agency)
I don’t really think a business website should have a mission statement / manifesto. Most of the missions I saw seemed too pretentious. Also, I don’t think it can impress your visitors. Our website has a mission statement but… well, you can read it here. It’s short, and it shows what we think of such statements.
Unless you run a non-commercial or charity website, you don’t need an assignment.
3 Ways a Mission Statement Can Be Effective
In my research as a writer and business owner myself, I studied several mission statements or pages and found some that were not only enlightening about the business I was reviewing, but who also found me so fascinated by the values and approach of the company that I wanted to know more – Atlassian’s Values page is a good example of this.
In other words, the mission statement was so engaging and well written that it created a bond.
That’s what you want to do with your business mission statement: connect with your prospects.
Here are 3 ways a mission statement can work for your business:
1. It positions your business in the eyes of the prospect
What sets your business apart from others in the same category? What makes it different? How can the prospect (your customer or potential user) tell it’s you and not another brand? What values do you respect and which you wish to convey?
Answering these questions alone will give you the skeleton of your mission statement.
2. It gives your brand a face and not just a name
Your brand name can inspire confidence, but the prospect won’t give you 100% of their trust until they can learn more about your brand, recognize the benefits, see your face.
It’s like when you want to befriend someone on Facebook or other social networks: you take a good look at the photo and you learn more about the person. You don’t stop at the name, which may or may not inspire your confidence.
A mission adds a face – and a personality – to an otherwise semi-neutral brand.
3. It adds credibility to your overall product / service offering
A mission statement tells the prospect that you don’t just work for money, but even for human values that you believe in, and that you care about the end user of your products or services.
Answer these simple questions: Why are you offering these products? What’s your vision?
If your customers or users leave testimonials, add them to your engagement page. If you don’t have one, ask your current and past customers to leave one.
A note of caution: don’t use flowery language in your mission – it’s a drag on your prospect and undermines your brand’s credibility. Say what you’re doing, talk to your prospect, help them feel at home and trust you. Know your audience inside out before you publish this important page on your website.
What is your opinion ?
Do you use a mission statement on your business website? How does this affect the way your brand communicates with your customers or users?
Share your views in the comments below.