You worked long and hard on your mission statement, so of course you don’t want it to go to waste. It’s only logical you’d put it on your website, right?
Like anything there are good and bad mission statements and I don’t want you to think that I’m singling you out, so I’m going to share a mission statement from a Fortune 500 company.
Were you able to make it through all that? They don’t even bother to say that they build vehicles. Replace GM with the name of any other large business and you can see the problem.
There is better content for your homepage. Most visitors will never get beyond that point of your site so make it count.
Instead of your mission statement, I recommend including a concise and direct selling message that outlines a distinct competitive advantage. If possible, use professional photography or tasteful stock imagery that helps tell the story. Be sure to include some sort of call to action.
Visitors to your site are there to learn what’s in it for them; give them what they want.
I’m going to leave you with the best mission statement I’ve come across.
It’s impactful, informative and downright inspiring. And it’s not on their homepage.