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Website Planning 101: Write a Mission Statement for Success


About 53% consumers do research before purchasing. They rely heavily on the internet when making purchasing decisions. On the internet, your online store serve as the point of contact for anyone to understand why you do what you do, and how you do it. 

A mission statement conveys your company’s goal and identify. So, whether you’re launching a new site or revamping an existing one, a clear mission statement helps articulate your purpose, connect with your audience, and fortify your online presence.

This article provides you with the essential insights and guidance to create a strong mission statement. Discover how a great mission statement can lead your online venture to new heights.

What is a Mission Statement?

A mission statement defines your purpose as a business. It covers the what, the how, and the why of what you do every day. 

Well-crafted mission statements provide clarity and focus, helping website creators and visitors understand its purpose. It's a compass that guides decision-making processes, shapes content, and influences design choices.

It's more than just a statement; it is a powerful tool that aligns the website's efforts, fostering a sense of identity, purpose, and connection with its target audience.

Remember that your mission statement is expected to evolve over time. Whenever your business grows and changes, your company's mission statement should also keep up. 

Mission Statement vs. Vision Statement

Often, mission statements are confused with vision statements. 

Mission and vision statements are essential to an organization's strategic planning. Still, they serve different purposes and focus on various aspects of the organization's identity and goals.

The primary difference between the two is the timeline they cover. Vision statements are broad-scope statements that focus on where your business is headed in the future. Meanwhile, mission statements focus on the present state of your business and how your business strives to meet current goals. 

To delve deeper into their differences, here's a short list of their immediate differences:

Mission Statement:

  • Purpose: A mission statement defines your organization's core purpose and reason.

  • Focus: It describes what your organization does, who you serve, and how you provide value to your stakeholders.

  • Timeframe: A mission statement tends to have a more immediate and practical focus, often addressing the present and near future.

  • Examples: "To provide high-quality educational resources for students worldwide" or "To connect people globally through a seamless and secure online platform."

Vision Statement:

  • Purpose: A vision statement outlines your organization's desired future or long-term aspirations.

  • Focus: It expresses what your organization aims to achieve, the impact you want to make, and the ideal state you envision.

  • Inspiration: A vision statement inspires and motivates your stakeholders, providing a sense of purpose and direction.

  • Timeframe: A vision statement takes a long-term perspective, focusing on your future and desired outcomes.

  • Examples: "To be the leading innovator in sustainable technology solutions" or "To create a world where everyone has equal opportunities and resources."

7 Benefits of Having a Clear Mission Statement for Your Business

Your mission statement provides a concrete way to communicate your "why." Every business has a purpose, and the mission statement helps define it. 

Your why is what humanizes your business and allows people to make a personal connection to your brand. Purchasing decisions are often based on emotion, and when consumers can identify with your why and discover that it reflects their values, they're more likely to purchase and be loyal to your brand.

This is just one of the things a mission statement can do for your business. Some of its other key advantages include:

Strategic Direction

A mission statement provides a clear sense of direction and purpose for your business. It acts as a roadmap, guiding your decisions, actions, and priorities, ensuring that all aspects of your business align with your core objectives.

When making plans for your business, your mission statement determines whether or not a campaign or initiative is aligned with your current organizational goals. 

Focus and Clarity

When your business grows, you're going to get more work and responsibilities. With a well-defined mission statement, you can maintain focus on your business's primary goals and objectives. It helps you avoid distractions, unnecessary features, or content that doesn't align with your purpose. Thus, enabling you to deliver a cohesive and meaningful user experience.

Audience Connection

A mission statement allows you to connect with your target audience more deeply. These days, people don't want to patronize brands they can't relate to.

When you share why you do what you do, you're allowing the customer to make the link between what they need or desire and what you can offer them. People do business with brands they like, and sharing what your company stands for helps humanize it. 

Brand Identity

A mission statement is crucial in shaping and communicating your brand identity. It conveys your company values, personality, and unique selling points, helping to differentiate your brand in a competitive digital landscape.

Your statement basically says everything you do, who you are, and how you plan to do it. 

Decision-Making Framework

As your business continues to grow, you'll be faced with many difficult decisions and responsibilities. A good mission statement is a reliable decision-making framework when faced with choices. It helps you assess options against your stated mission, ensuring consistency and alignment in your preferences.

If a choice doesn't align with your mission, it's easier to reject it for better ones.

Team Alignment

A well-crafted mission statement also serves as a tool to align your team members. It provides a shared understanding of the website's purpose and goals, fostering a sense of unity, motivation, and collaboration.

Employees need to understand the why behind what they do and how their performance relates to achieving the goals for success. It helps guide their decision-making. When choosing whether to move ahead, employees can ask themselves, "Is this decision in line with our mission?"

Measuring Success

If you want to keep moving forward, you must keep track of your performance. A good mission statement provides a benchmark for measuring the success and effectiveness of your business campaigns. By comparing your achievements against your stated mission, you can evaluate whether you are fulfilling your objectives and make the necessary improvements.

How a Mission Statement Helps Your Website Planning

Mission statements are crucial in aligning your website with your business goals, injecting your personality, and shaping its unique identity. This way, you give your audience a unique experience that they can only get from your site.

It provides a strategic framework and guiding principles for your website's design and function. By knowing who you are, what you do, and how you want to do it, you can figure out how you want your website to look like, how you want it to work, and who you want to cater to.

Here's how else mission statements specifically help in website planning:

Mission statements guide your website's strategic planning

A mission statement helps define the purpose and goals of your website. It serves as a compass, keeping your planning efforts focused on your core objectives and desired outcomes. By aligning all aspects of your website planning with the mission statement, you ensure that every decision and action contributes to the overall strategic direction.

Mission statements align your website with your target audience

A well-crafted mission statement helps you identify and understand your audience. It clarifies who your website is intended for and what value you aim to deliver to them. This understanding allows you to tailor your planning efforts, including content creation, design choices, and user experience considerations, to effectively engage and resonate with your audience.

Mission statements determine your website's content and design

A mission statement is a guide when planning your website's content and design. It helps you determine what information to include, what tone and style to adopt, and how to structure and present your content. Similarly, it influences design choices, such as color schemes, imagery, and layout, to ensure they align with your mission and effectively communicate your brand identity.

Mission statements keep your website consistent and coherent

A mission statement ensures consistency across your website. It acts as a reference point to evaluate the relevance and coherence of your planning decisions. From content creation to marketing strategies, having a mission statement allows you to maintain a cohesive and unified approach throughout your website.

Mission statements with team alignment and collaboration

A mission statement fosters team alignment and collaboration during website planning. It provides a shared understanding of the website's purpose and goals, allowing team members to work together towards a shared vision. With a mission statement as a guide, team members can contribute their expertise and ideas with a clear understanding of the website's direction.

Mission statements accurately measure your website's performance

A mission statement serves as a benchmark for evaluating the success and effectiveness of your website. It helps you measure your performance against your stated goals and objectives. By regularly assessing your progress, you can identify areas for improvement and adjust to ensure that your website remains aligned with its mission.

How to Create a Great Mission Statement in 9 Simple Steps

Creating a mission statement for your website involves thoughtful consideration and a structured approach. By following these key steps, you can make a mission statement that captures the essence of your website's purpose, resonates with your audience, and serves as a guiding light for your online venture.

Define Your Goals

Begin by clarifying the goals and objectives of your business. Consider what you want to achieve, your target audience, and how you plan to deliver value to them. Understanding your goals will lay the foundation for your mission statement.

Create your mission statement by answering some key questions, such as:

  • Why was the business started? 
  • What do you do? 
  • How do you do it?
  • Who do you do it for?
  • What are your brand's defining characteristics? 
  • What image does your brand want to portray?

Identify Your Unique Value Proposition

Now that you know what sets your business apart from others in your industry or niche, identify the unique value that you offer to your audience, whether it's through your content, products, services, or user experience.

This value proposition will be a core element of your mission statement. This unique trait will attract more audiences to your business since it can't be found anywhere else.

Summarize Your Purpose

We all want to do numerous things, but for your mission statement, you want it short and sweet, so you don't lose sight of your goals in the long run.

Condense your website's purpose into a concise and meaningful statement. Capture what your website aims to accomplish and the impact you want to make. Keep it clear, straightforward, and memorable.

Align with Core Values

As a company, you should work on what you believe in. That's why your mission statement should reflect your business' core values and principles. Consider what beliefs and ideals guide your actions and decisions. Incorporate these values into your mission statement to ensure authenticity and consistency.

Use Clear and Compelling Language

Craft your mission statement using language that is easy to understand and resonates with your target audience. Use simple yet powerful words to communicate your purpose effectively and evoke an emotional connection. Mission statements focus on what is attainable but should also include something inspirational. You want people to feel connected and motivated by your mission. 

Keep it Concise

Aim for brevity and clarity in your mission statement. Ideally, it should be a few sentences or a short paragraph. A concise statement is more memorable and easier to communicate.

Don't use industry jargon and avoid buzzwords that have no meaning. Language should be succinct and specific so that anyone reading the mission statement can easily understand what you're saying. 

Seek Feedback and Refine

There are two key groups your mission statement should target — your customers and your employees. Once those are defined, you can look at what influence your brand wants to have on the local community, your industry, and the rest of the word. 

After crafting your mission statement, ask your trusted colleagues, friends, or stakeholders what they think and gather feedback. Consider their perspectives and suggestions for improvement. Refine and iterate on your mission statement until it accurately represents your website's purpose. Does it reflect how they see your business? 

Communicate and Implement

Once your mission statement is finalized, ensure it is effectively communicated throughout your website. Display it prominently on your homepage or "About" page and integrate it into your brand messaging and content. Train your team to embrace and embody the mission statement in their work.

Periodically Review and Revise

Nothing in the world is permanent except change. Therefore, your mission statement shouldn't be set in stone. As your website evolves and adapts, review your mission statement occasionally to ensure it remains relevant and aligned with your goals and values. Revise it to reflect any changes or shifts in your website's direction.

Where to Execute Your Mission Statement?

With your mission statement written, it's time to share it with your audience and beyond. Knowing that most consumers start shopping online, your mission statement must be an ongoing presence in your interactions.

Start effectively communicating your mission with these helpful steps:

Communicate the mission statement across your website

To start, your mission statement should be easily found on your website. Strategically incorporating it into your About page (along with your vision statement and company values) allows visitors to see what your company is all about.

Use clear and legible typography to highlight the statement. Additionally, consider integrating the mission statement into your website's tagline or slogan to reinforce its presence and impact.

Incorporate the mission statement into your design and content

Align your design elements with the essence of your mission statement. Use colors, images, and visual elements that resonate with your mission and convey the desired tone and emotions. In terms of content, create web copy and messaging that reinforces your mission. Ensure your website's content reflects the values, goals, and voice expressed in the mission statement.

Look for opportunities to tie your mission statement into your branding and marketing campaigns. For example, email or other types of marketing initiatives can be used to link your products and services to your business’ mission.

Social media is also an ideal spot to share your mission. Your company’s LinkedIn, Facebook and Instagram accounts can integrate your mission statement as part of your page’s introduction. This way, more people will know what you do.

Train your team to embody the mission statement

Your team members should understand and embrace the mission statement to effectively represent your website. Conduct training sessions or workshops to communicate the mission statement's importance and meaning. Encourage team members to align their work with the mission and demonstrate it through their interactions, customer service, and contributions to the website.

Revisit and revise the mission statement as needed

Keep your business relevant by adapting to the changes in the industry. You need to regularly review and assess whether the mission statement accurately reflects your website's current goals and values. If necessary, revise or update the statement to ensure it remains relevant and resonates with your organization and audience's changing landscape and needs.

Anatomy of a Mission Statement

Understanding the anatomy of a mission statement is essential for crafting a powerful and compelling message that encapsulates your website's core purpose and values. Each element is crucial in conveying your website's identity, goals, and target audience.

By dissecting its anatomy, you'll gain valuable insights into creating a statement that resonates with your audience and guides your website toward success. Here are some company mission statement examples:

1. Starbucks

Let's take a look at Starbucks' mission statement. Starbucks is a specialty coffee retailer. It's famously known for its roasts, markets, and retails specialty coffee.

Its mission statement: "To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time." reflects its purpose, core values, scope, and goal at a single glance, all while keeping it concise.

2. Southwest Airlines

Southwest Airlines is another company that shows a great mission statement example. It is a United States-based airline and the world's largest low-cost carrier.

Its mission statement: "To connect People to what's important in their lives through friendly, reliable, and low-cost air travel." It immediately tells us what they do and how they plan to do it. It also lists its unique features to attract its audience

2. Patagonia

Lastly, the outdoor retail brand Patagonia also offers a prime example of a powerful mission statement. 

When you break this mission statement down, it's simple and succinct, and you know exactly what their goal is. For their customers and employees, this leaves no ambiguity about how they do business and what to expect. 

Create a Successful Website with an Effective Mission Statement

With a strong understanding of what a mission statement is and why your business needs one for your website, you can craft a statement reflecting your company's values.

Keep it simple and inspirational. Then use it to basis to create how to make a robust website. Once you're done, your website can share it with your existing and potential customers, so they get a clear picture of what your business stands for. 

Are you ready to build a website? Check out's website builder, designed with the needs of your small business in mind.