Of course your website needs to hit the basics: who you are and what you do. But, in a world of social media, the job of your website is changing. Promote products and services is not enough. You must explain your “why,” your purpose and commitments (recently re-emphasized by Larry Fink and the Business Roundtable).
What are the imperatives?
Why we exist.
What are the problems you work to solve, the needs you meet? How is this tied to your unique, authentic definition of who you are? This is your Purpose.
Why we do the work we do, they way we do it.
Leadership sets the course. Who are they, and what do they think? What’s the philosophy and approach to the work the company does? Can you address tough issues head on? How does your purpose align with your strategy?
Why (and how) we do the right thing.
Your integrity and ethics are fundamental. What are your priorities and commitments? Your approach to sustainability and philanthropy show the proof you walk the talk, even when there is not always a business case. Perhaps you issue a report?
Why work here.
How do your people help you achieve your company’s goals? What’s your culture? Make it personal, show how employees embrace your purpose.
Why invest in us.
It’s not just shareholders — your customers, employees and business partners invest their energy and trust in your organization. Make the case that investing money, resources and time in your company will pay future dividends — monetary, reputational, and social. This is your chance to make the business case, the sustainability case and the purpose case.
Your website is an opportunity to explain aspects of the company that have no other logical home. Addressing the “Whys”, and working through the process to be able to articulate them with clarity is an enormous opportunity in itself. And once successful, benefits including improved reputation, deeper employee engagement, enhanced customer loyalty, improved public trust, better risk management, and a clear enticement for purpose-driven Millennial and Gen-Z job seekers. You’ll end up with a great website! It’s a win-win.
Learn more about getting from good to great on the web: 7 Qualities of a Great Website.