If You Don’t, You’ll Be Just Another Generic Acme Corporation Whose Content Marketing is Doomed to Fail
Mission and vision statements may be important to your company internally. They may even deserve a place on your website once your visitor begins to drill down to learn more about your company. But they don’t belong on your homepage.
Why? Because they are all about you. They rarely have anything to do with your customer. To capture your visitors’ attention, you must make your homepage content all about them from the first instant.
Here’s an actual example of content marketing getting clobbered by the prominence of company-centric clichés.
Really Bad Real-world Mission/Vision Statements Scuttle Home Page of ‘Acme’
The following example makes the case better than I can. I swear that I didn’t invent these two paragraphs. Nor did I use the automatic mission statement generator from NetInsight. Read these and weep. (I owe the company pseudonym to the always victorious Roadrunner who outwits any Acme products.)
Our mission is to establish Acme Corporation as the National innovative provider of services and products within Organizational Development, Diversity Integration, Homeland Security and Project Management, while maintaining our uncompromising core values and achieving sustainable profitable growth.
Our vision is to be the global provider of products and services within our fields, and practical enough to expand strategically while maintaining our uncompromising core values and achieving sustainable profitable growth.
To be fair, there is a single sentence at the top of the page that provides a pretty generic benefit statement, “Acme Corporation is a management consulting company that has been helping organizations and individuals reach their potential and achieve greater success since XXXX.”
That’s just 23 words about generic customer benefit. And, that’s all there is, folks.
The real company behind my Acme pseudonym may do great work for its clients. But, as a visitor with no time to waste, I don’t get the sense that Acme knows or cares about me.
As a result, I and most other visitors will take off at the speed of the Roadrunner to find a company that does.