People always ask me, “why is your mission statement important on a website?” Well the answer is very straight forward. It is all about the actual website visitors and what they are asking.
“Why should I stay on your website?” It’s the question silently on the mind of every person who visits your website. When they get an answer which resonates with them, they’ll stay on your website not for seconds or minutes, but for hours.
I once visited a website with a stated goal that resonated with me so much that I copied every single blog post into a file and then turned that file into an ebook so I could keep it with me everywhere I went. With that level of dedication to the website, I also unhesitatingly bought products produced by the website author.
On the other hand, when I visit a website which lacks a good reason to stay or which has a reason that repulses me, I often leave without even finishing the article which first attracted me. As far as I can recall, I’ve never bought a single product from a website without a clear mission.
Website Mission Statement Basics
Corporate mission statements tend to be quite boring. There are exceptions, but most of them are drab. Worse, many of them are obviously untrue. I’ve seen many companies whose mission statements talked about excellence and dedication, but where most people in the company took shortcuts and would leave early any chance they got. I notice that kind of stuff because I am self employed.
Website mission statements can be much more interesting—that’s because a good website is usually a niche website, so it can have a laser-focused mission statement. Take this website—its basic mission statement is in its domain name: Let’s Build Websites. Add a few more words to explain why we build websites and you get a more complete mission statement:
Let’s Build Websites To Create Wealth And Achieve Financial Freedom
Each article on this website contains a very small amount of the necessary information to build websites that create wealth. For example, the article about robots.txt won’t create wealth by itself. But if you read that article and realize that building websites to create wealth is the goal of this website, you’re much more likely to stick around and read other articles.
How To Craft Your Website Mission Statement
The best time to create a mission statement is before you choose your niche and domain name—but creating your mission statement afterwords is better than not having a mission statement at all.
Don’t fall in to the trap of thinking that your mission statement should resonate with as many people as possible. Some people who visit your website aren’t going to be interested in what you have to offer and the sooner they figure that out, the sooner they’ll stop being a drain on your server resources.
For example, many people who visit the robots.txt article may be running a hobby or non-profit website. They have no desire to build websites that create wealth, so they’re just going to read that one article and leave. That’s ok.
By telling them that this website in focused on building websites to create wealth, we’ve reduced the chance that they’ll post a comment requiring a response or buy a product which they’ll later want to return. That saves us time and money in the long run even though it may decrease our unique visitors and apparent income in the short term.
Make your mission statement speak to the people who really need your information or your products. But make sure it also speaks to you and what you want to do with your website.
The shorter your mission statement, the better. This is an advantage of being laser-focused. You shouldn’t need many words to express your mission, and you can put a short mission statement in visible parts of your website to help readers discover it.
How To Use Your Mission Statement
There are a few common places where you’ll find mission statements on websites:
• In the website header, usually near the main logo or website name. This puts the mission statement on every regular page of the website which gets the point across effectively—although it also takes that valuable screen space away from other possible uses.
• On the main page of the website above the first (most recent) blog post. This is usually my favorite place to put the mission statement. I will usually put it in italics, center it, and give a good bit of whitespace above and below so it really stands out. This won’t help people who go directly to an article, but anyone who comes back to the main page will see it.
• At the bottom of each article or product listing. This is a good place to put it because anyone who reads an entire article is likely to be interested in what else you have to say or sell. Showing them your mission statement will help hook them into reading more articles, or into commenting, or—best of all—into subscribing to your site.
Why is Your Website Mission Statement Important?
- It states clearly what your website specialises in.
- It means your content will be following that topic guideline.
- It helps attract the right visitors when the website is clear and focused, sticking to the mission statement.
Another Important Use Of Your Mission Statement
Another very important use of your mission statement is for you, your guest posters, and any writers you hire. I make it habit to re-read mission statements before each article is published to ensure it is written with the right audience in mind.
For example, if I wrote a generic robots.txt article, I would probably have spent less time talking about the search engine optimization features—but because I knew the article would be read by people trying to generate wealth, I knew what to focus on.
Reminding yourself of your mission can also prevent you from going off topic accidentally. Sometimes I get really excited about something and want to share it, but it isn’t until I contemplate my mission statement that I realize it isn’t appropriate for my audience. If I distract my audience with the things that are distracting me, I do them a disservice.
Craft Your Mission Statement Today
This isn’t one of those blog posts you can read, bookmark, and then promise yourself that you’ll do something about it someday. Craft your mission statement today—it should only take a few minutes, it won’t cost you anything, and it can significantly improve the effectiveness of your blog from this day forward. Do. It. Now.