Monday, December 27, 2010

mission statements: burn them all

I really [really, really, really, really] don't like mission statements. They are all self-serving claptrap. They serve no benefit to the customer whatsoever. So, in turn, customers ignore them. Or go elsewhere to a site/organization that cares more about the customer than they do their own grandiose.

And here is a classic example  I came across when researching my previous entry in this blog. It comes from the home page of the website of the Serco Group plc.
At this point, picture me putting two fingers in my mouth to illustrate that reading this is making me sick.

Two things:

1 Write down on a piece of paper what the Serco Group do. That is, what they manufacture/develop/sell - anything. Tell me anything about the Serco Group from that mission statement. I could say, tell me without going to its website - but even when you get there, it is still difficult to tell what they do. 

2 Which breaks one of the cardinal rules of home page design: Let visitors know why they should stay on your site. In less than a second. Boooiiinnnggg. Too late, they've already bounced back to the search engine. Wave goodbye to that potential customer. 
Footnote to this second point. As visitors can arrive on any of a website's pages from a search engine of link, every page should let visitors know why they should stay on that page, and so, your site.

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