When a visitor looks at your page, they look at it as a whole and subconsciously decide whether or not it is worth reading. This decision is made almost instantaneously and is affected by the layout, the images, the length of each section and the font size that is used. We all do it – try paying attention to your thought process the next time you skim a webpage. What draws you in? Does the font or style have any effect on your attitude towards the brand?
The next ingredient is a vision statement. Vision statements are brief sentences or paragraphs that show your employees, partners, and customers where you envision the company going in the future.
They don’t focus on what you do or who you are now, they define where you are going and who you want to be five, ten or fifteen years from now.