Your mission and value statements are one of the most important things you want to make sure that you have on your website. I always tell my clients it is best to make two versions of these statements: 1) a short, quick, once sentence version and 2) a longer, more descriptive version.

Placing these statements in prominent locations on your website is also key, so I suggest sharing your one sentence mission statement towards the top of your homepage and then share your expanded version on your about page or further down on your home page.

What is the purpose behind drafting a mission and value statements? It helps you speak to your target audience and clearly communicate what it is that you’re offering. 

Why is important to put these in prominent locations on your website? Viewers are quick to skim a website (like > 0.5 seconds) and jump off to something else if something doesn’t grab their attention. So if you have a way to capture those people very quickly by sharing with them what the purpose of your business is, you are more likely to see the viewer stick around longer.

Crafting your mission and value statements can feel difficult sometimes, especially if you have a few different avenues or audiences you speak to in your business. I struggled to write mine due to this very reason, so I wanted to share a few thoughts on how you can craft this in hopes that it makes it a bit easier for you.

1. Brainstorm

Think through the following questions and write down your thoughts:

• What is the purpose of your business?

• What do you hope to achieve?

• Or what is your audience trying to achieve by working with you?

• What are the core values of your business?

Read back through the answers you just wrote out and highlight the most important words that stand out to you.

2. Create a mind map

What is a mind map? “A mind map is a diagram used to visually organize information into a hierarchy, showing relationships among pieces of the whole. It is often created around a single concept, drawn as an image in the center of a blank page, to which associated representations of ideas such as images, words and parts of words are added.” — Wikipedia 

In this mind map you can include your offers and what it helps people achieve or how, what the transformation is for the client, and then your values, interests, and what you would to like your business to be known for.

Grab that highlighter again and highlight the things that really stand out to you on this mind map.

Consider what people are searching for when they’re trying to find your service or your product and make sure you include that within your mission & value statement at least one or more times in different words. You want to make sure that the content you’re creating is relevant to what you’re sharing with your audience and your offer and the best way to do that is to rephrase your mission and value statements in different ways throughout your website using alternate keywords that will draw your audience to your site.  

Want to know more website success tips? Download my FREE Website Checklist!