What is the purpose of your face?
If you’ve watched Home, a wondrous, animated chocolate cake of a movie starring Jim Parsons and Rihanna, you probably smiled when you saw this gif. Probably even giggled a little.
If you haven’t watched the movie, Parsons plays a character called Oh from an alien race known as the Boov. The Boov do not know how to read human expressions and Oh asking Rihanna’s character what her expressions mean makes for much hilarity.
Which brings me to my analogy. What is the purpose of your website?
Does your website tell prospects what you want them to know about you? Your Mission and Vision and other lofty ideals, for example? Or do you tell them how you are uniquely qualified to solve their problems? How you have solved the problems of others just like them. How you will add value to their lives or their business. What it is like to work with you. The promises you make to your audiences.
Don’t get me wrong. It’s important to have a Mission and a Vision. But things like these are probably better suited in an internal document that you can refer to once a month – to remind yourself of the promises you’re making to yourself and your company.
Every time you add something to your website or write copy for a brochure or marketing message, look at it through the eyes of your customers and prospects. And ask yourself, will they care? Does it add value? Ask yourself, what is the purpose of my face?