• Concise - “expressing or covering much in few words; brief in form but comprehensive in scope; succinct; terse: a concise explanation of the company’s retirement plan.”

Being concise, in my opinion, is extremely underrated. Even after reviewing a handful of websites, for fun, I’ve noticed that many people don’t relay a clear and concise mission statement to their visitors, I for one am also lacking in that department. Luckily for me, I know I need one, I just have to design up a box to put somewhere and fill it with a few sentences, but lets delve a bit deeper here.

What is a Mission Statement?

• Mission Statement - “a summary describing the aims, values, and overall plan of an organization or individual.”

So far we know what is concise, and what a mission statement entails. Lets put it together.

A Concise Mission Statement should express much in as few words as possible, the aims, values, and overall plan of a organization or individual.

Before we develop our own, lets take a look at some examples that are already out there on the interweb. One of my favorites, of the few I searched, is Hooters’ Mission Statement. I like how Hooters wrote their mission statement as a paragraph, where the sentences are strung along with each other, it has a nice flow to it. The second is Starbucks Mission Statement, theirs didn’t grab me as much because it’s more of a unordered list of “PC” sentences… just doesn’t have the same effect on me as Hooters did… do.

Hopefully, you’re now clear on what a mission statement should consist of, if you’re still not sure what yours should read like, check out some of your favorite company’s mission statements to help get some ideas and inspiration from.

We now know what a mission statement is, but why is it important?

A mission statement will help put your site’s visitors in the right frame of mind before they begin to browse through your site. This is very important, if a user has to think too long and too hard about what your site is about, they might just end up leaving and going to another site. That’s not what we want, so make sure your mission statement is short, sweet, to the point, and one of the first things your visitor reads.

For more Information about how to make your website more user friendly, check out the “Don’t Make Me Think” book in the amazon widget to the right.

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