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Website strategy: Create a vision statement for a bright business future

account_circle Team

Key takeaways

  • A vision statement is focused on the future and shares what your business is all about.
  • It reflects your company’s values and acts as a guide for decision making.
  • Use your vision statement on your website, on social media channels and in your overall marketing. 

You started your business with a vision that you wanted to share with the world and communicating your vision is a cornerstone of building your brand. 

While having a mission statement is an integral part of ensuring you have guidance for your business in the present, a vision statement should also be crafted to address where your business is headed in the future. 

When building a website, a vision statement can act as a guide. From the content you include to the images you select, everything should be reflective of the vision and goals of your business. 

A vision statement communicates your future aspirations in one succinct statement that can easily be shared with your website visitors and in marketing campaigns. 

What is a vision statement?

Vision statements share the heart of what your business is all about and are future-focused. Your vision statement reflects your company values and is intended to act as a guide for the company to make decisions based on this philosophy. 

Vision statements are aspirational and give everyone across the organization something to strive towards. Having a common goal is key to uniting your employees, and that starts with clearly articulating your company’s vision. 

Similar to a mission statement, a vision statement can be fluid. It can be changed over time as the company’s goals and objectives evolve. 

The difference between vision and mission Statements

A vision statement looks at what the company aspires to be, while a mission statement is more focused on how they’re going to get there. 

Mission statements speak to the now. They tend to be more externally focused, reflecting your goals and how you’re going to execute on delivering them to your customers. 

Vision statements look at where the business is headed. Your vision statement acts as a north star for larger strategic plans.

Why you need a vision statement

Knowing your aspirations for the future is critical to ensuring your goals and strategic planning are in alignment and the work being done on a daily basis is moving you in the right direction.

Vision statements are inspiring.

Having a vision statement provides employees with a deeper meaning for the work they do every day. The more invested your employees are in your vision, the better the experience they can deliver to your customers.

Vision statements unify your workforce.

You want your employees to be on the same page with everyone doing their part to achieve the vision. A common goal unites your company and fosters an environment of collaboration and teamwork. 

Vision statements shape your strategy.

Your vision statement will be the driving force behind your business strategy. It acts as the link between your values and goals. When business strategies are being crafted, they should be viewed through the lens of how they support executing your vision.

Vision statements support change management.

When employees understand the why behind a change and how it links to the broader company vision, it’s easier for them to buy into the concept. Better employee buy-in means more productivity and a workforce that’s invested in the company’s success.

What to include in a vision statement

Crafting a strong vision statement begins with looking at the future. Gather a diverse group of employees and leaders for a brainstorming session so you can get as much input as possible.

Consider these questions:

  • Where do you want the company to be in five or 10 years? 
  • What differentiates your company from the competition?
  • What areas does your business excel in?
  • What is inspiring about the business?
  • What core values do you want to communicate?
  • What problems does your business solve for consumers?

Tips for creating your vision statement

Be specific. A vision statement should clearly demonstrate the company’s future direction. Language should be specific so readers aren’t left to interpret your meaning. People both inside and outside the organization should understand your vision. 

Make it relatable. You want employees and other readers to see your vision statement and identify shared core values that they aspire to. 

Keep it short. You want your vision statement to be memorable, so keep it to one or two sentences. 

Anatomy of a vision statement

Let’s look at an example of a vision statement. Retail furniture giant IKEA is an excellent example of how a vision statement can both be simple and powerful.

IKEA’s vision statement is “To create a better everyday life for the many people.”

While on the surface it may seem like this is too simple, that isn’t the case. This vision statement makes it instantly clear that IKEA is focused on creating products that make life simpler for consumers, and that are affordable for and accessible to the largest audience possible. 

How to use your vision statement 

Once you’ve successfully crafted your vision statement, your next goal should be to share it as widely as you can.

Your vision statement should be shared through multiple channels as a way to reinforce what your brand stands for. 

First, use your vision statement throughout your website. Not only can you publish your vision statement on the About page, but you can also include language that reflects your vision statement throughout your website copy. 

There are also multiple options for leveraging your vision statement in various marketing strategies. Reference your vision statement in your email marketing, such as newsletters or even promotions, but make sure it ties into the topic at hand. Also, you can use case studies to share social proof of how your vision impacts your customers. 

Finally, your vision statement can be used as a guiding force for your overall blogging and social media strategy. Any pages or profiles associated with your business should have your vision statement incorporated. If you blog, topics can be tied into your vision statement to show how your company is putting it into action. 

A vision for the future

Now that you understand the key components of creating a vision statement and why it's critical for your business and website, you can create a statement that is both unique and aspirational. By using your statement as a guiding force for your business strategy, your employees will align with a unified vision, and your customers will see what your brand aspires to be in the years to come. 

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


Image Credits 

Image 2: via IKEA 
Image 1, 3: Shutterstock