Every company has a mission statement to clarify the who and the why of their business. In the same light, every company has a vision statement that clarifies the where of the business. While the mission and vision statements are intended for the team members, they also need to be communicated to your clients in the B2B niche and the B2C niche. This communication is achieved through careful consideration of your marketing materials. Your marketing is the method by which you communicate with your audience and it is imperative that your marketing is in lock step with your mission statement and your vision statement.
Your website is your most visible and most vital marketing tool. All of your marketing efforts will ultimately lead your clients or your customers to your website. Web design that reflects your company’s mission and vision statements can be a way for your site to stand out. Your site will be more authoritative and trustworthy if you clearly communicate your vision and your mission on every page of your site. If your site is not carefully designed with a clear purpose, then potential customers will move on. Your website needs to be treated as an asset. It needs to be treated with the same care as your company’s equipment. Your website has got to be impactful as well as meaningful to the user. If there is one place that you shouldn’t economize, it is your website. It is the most visible representation of your business and it’s purpose must be obvious on the homepage. Your homepage is your “digital presence”–the cover of your book.
When considering your web design (or redesign), a best practice is to ask yourself “what is the purpose of this website?” When a user lands on a website they have a goal whether they are seeking information or seeking to buy something. Visitors to your site are expecting it to clearly communicate its purpose and decide if your company meets their needs. Attention spans are short. Your site has to be on target with a user’s search query. It is imperative that you continually maintain or even completely redesign your site in tandem with your market. As your company grows and changes to meet the needs of the marketplace, your website will need to reflect the purpose of your business. Some elements to keep in mind when designing or redesigning your website are:
- Ease of navigation
- Load time
- Product videos
- Product photos
- Customer testimonials
- Shopping cart ease of use
- Clear and concise copy
This list is by no means exhaustive. Always consider your audience when you design or redesign your website. Depending on your line of business, there can be numerous reasons why a user has come to your site. It is so important to consider the purpose of your site before you begin to think of the actual design. Ask yourself why users are coming to your site to begin with. Is your business offering services? Consider emphasizing a clickable list of your services on your homepage. Each service line can then have a more detailed description on a different page of the site. Service providers almost always need to make “contact us” front and center.
Even if you are primarily an e-commerce business, users may want to contact you. Providing several contact options, such as email, phone, and live chat, depending on the nature of your business, offers users choices.
Of course, e-commerce businesses have to focus more product images as well as descriptions. There is no substitute for great photography and even better copyediting for your product descriptions. If you are offering a competitive product, such as the latest street-style in athletic shoes, then you want your images to stand out from the rest. Your company will seem more credible.
No matter the purpose of your website, the goal is always to create conversions. Conversions may be a software download, a contact for more information, completed e-commerce sales, or even obtaining an email address for further marketing. The purpose of your site can also have a combination of completed actions that constitute a conversion. We are dedicated to helping your brand to grow and maintain an outstanding digital presence. We will partner with you to design a website that truly reflects your website’s purpose as well as your company’s mission and vision–and to design it in a manner that is responsive to the needs of your audience.
To learn more about linking your mission and vision statements to your website design, give us a call or send us a note today at Small Dog Creative 661-702-1310!