Websites that live the mission statement
I don’t love mission statements, but that doesn’t mean they can’t be made into something great!
I dislike the practice of putting mission statements on websites for many reasons. However, to many clients that mission statement is something that is very important. It’s something that they put a lot of thought into, regardless of how it turned out.
Knowing that you are going to have to fit a mission statement into a website somehow, a positive solution may be to emphasize the screenwriter’s credo of “show, don’t tell.” Think about how the website can become a living, breathing embodiment of the company’s mission.
Show, don’t tell
A great example of this is Subway. Subway’s mission statement:
The SUBWAY® system is committed to providing a wide range of great tasting, healthier food choices while reducing our environmental footprint and creating a positive influence in the communities we serve around the world.
The website takes what could essentially be empty corporate buzzwords and makes it real by acting as a health and nutrition portal.
The site has a health and fitness experts’ blog. It also offers tips for healthier eating at home. What stands out to me most about this section is that they do not try to promote Subway as a healthy eating option, so they are confident enough to provide useful, sharable information without shoving marketing down your throat.
Subway is a company that has this synergy going on in all aspects of its operation. The company sponsors heart walks and shows like The Biggest Loser. The pitchmen are athletes and Jared, who lost hundreds of pounds by eating healthy (Subway) food. There is no disconnect between the mission and the media.
Turn your mission statement into sharable content
Another example is the REI website. REI was created by people who love the outdoors, and nothing on the website deviates from this mission. The site offers expert advice on topics such as choosing the right backpack and how to fix a flat—easily sharable content that creates values for visitors while staying true to the company’s core beliefs.
These are two positive examples of web content strategy that also keep the idea of the mission statement alive. Have you seen any that you think merit attention? Let me know in the comments below.