There are a couple high importance pages that marketers often forget to optimise, like the about page, the contact page and your mission statement.

These pages can have a huge impact on what potential customers think of you and your brand, and yet too many of us are guilty of simply setting them and forgetting them.

I’ve been involved in enough website builds to know how it usually goes.

In the early days, there’s an initial flurry as key stakeholders all try to make their mark by sharing their opinions on what should go on those all-important pages.

Then, as soon as the site is launched, the focus tends to shift towards providing fresh content through blog posts, landing pages and other content marketing campaigns.

This is all well and good, but then those pages tend to get forgotten, often going out of date or sharing incorrect information.

For some pages, perhaps that doesn’t matter, but if you want people to actively seek you out to do business with you then there are certain pages you need to get just right.

And as you might have guessed from this article’s title, today we’ll be taking a look at the Our Vision page.

Writing Your Our Vision page

It doesn’t matter whether you’re the company’s founder, whether you’re a marketing manager or whether you’re the copywriter who’s been entrusted to take on the job.

If you’re working on the Our Vision page, you need to have a solid understanding of both the mission and the vision for the company.

Remember that the vision you share on your website will be used by everyone from employees and potential new recruits to clients, suppliers and even investors.

No two Our Vision pages are the same and there’s no right way or wrong way to go about it.

That said, there are a few tips and tricks that can help you to get you started, and we’ve pulled the best of them together for you here.

Focus on your team

One of the biggest advantages of having a clear Our Vision page is that it helps to make sure that everyone on your team is all working towards a common goal.

Going without a vision statement is like driving without a map or a satnav.

That’s why it’s a good idea to start out by thinking what your vision means for your team of employees before widening your scope and thinking about how it relates to leads, clients and other interested parties.

Think long term

Your company’s vision will be used like a compass to make sure that it’s heading in the right direction.

It will inform decisions, dictate the overall structure of the organisation and act as one of the most important pieces of intellectual property that your company ever creates.

The perfect company vision helps to guide people in the right direction without outlining specific steps for them to take.

That’s what makes it work well in the long term, as well as in the short term.

Use it for onboarding

It doesn’t matter whether you’re big or small, using your Our Vision page for onboarding will achieve two things.

First, it’ll help to make sure that every employee understands what the company’s vision is and can work towards it.

And second, it’ll force you to get the page just right because if you get it wrong, it’ll show in the way that your employees interpret it.

Define your culture

Culture is a big deal in the modern workplace, with many people making their decisions on whether to stay at the company or to move on based on the culture and whether it resonates with them.

Spend some time considering what’s unique about the culture at your company and then explain how that relates back to its values and vision.


A lot of people make the mistake of thinking that once they’ve written their Our Vision page, it’s set in stone and can never change.

It’s true that it shouldn’t change too much and that your vision shouldn’t be arbitrarily replaced as and when needed.

That doesn’t mean that it can’t be tweaked and updated though, and one of the interesting things about language is that there are plenty of different ways to say the same thing.

Don’t be afraid to experiment, but make sure you monitor the results!

Get everyone on board

There’s no point writing a vision if nobody knows about it or if your employees don’t agree with it.

For a vision to work, you need to make sure that everyone’s on board with it and that they all understand how their role at the company helps to make that vision come true.

John Lennon famously said, “A dream you dream alone is only a dream. A dream you dream together is reality.”

Consider product visions

If you’re struggling to narrow down the vision for your overall company, it can help to think about individual products instead.

In the majority of cases, the vision you have for a product and the vision you have for the company will be slightly different but related.

Google’s vision is of a world in which all of our data is accessible and searchable, while the vision behind Google StreetView is to create a visual, digital map of the world around us.

Make it about the benefits to the world

The harsh truth is that nobody cares about your company as much as you do.

When writing a vision page, the temptation is often to make it all about the company, but we often find that the best vision pages talk about the company by highlighting the way it benefits the world.

A great example of this is the company Dog for Dog, which proudly shouts about how for every bag of dog food sold, they donate one to a shelter to feed hungry dogs.

Write in present and future tenses

Writing in the present tense helps to engage readers and to show that your company is still innovating and making moves.

If you write in the past tense, it leaves people with the impression that they’re reading about something that’s already happened, but you want your vision to be something that’s still happening and which is guiding you into the future.

Be short and succinct

It may sound as though you need to include huge amounts of information on your vision page if you want it to accurately reflect you, but the truth is that the shorter the better.

As a general rule, it’s a good idea to write an initial draft of your vision and then to go back over it and to remove anything that doesn’t feel vital.

You’ll be left with a shorter, more succinct and much more memorable vision page that people actually use during their day-to-day work.

Be ambitious and achievable

Your vision needs to be ambitious if it’s to push you forward into the future, but it also needs to be achievable so that you’re not just chasing a ghost.

Remember that if you’re as successful as you aim to be, you can always update your vision or create a new one.

The key here is to find the perfect balance between how ambitious you are and what you can realistically accomplish.

Define success

Building on from the last point, your vision page should explain what success looks like for you.

For example, Google’s mission is to make all of the world’s data searchable, a goal which is both abstract and measurable at the same time.

They might never achieve it, but it’s pretty clear that they’ve already taken major steps towards it.

Be unambiguous

If you leave room for interpretation on your vision page, you’ll start to see different interpretations of your vision.

The best visions are unambiguous and to the point, communicating a concept as simply as possible so that everyone understands exactly what the end goal is.

If employees start to interpret your vision in different ways, you’ll quickly start to see rifts and arguments pulling your company in different directions.

Write about why you get up in the morning

What is it that makes you get up in the morning and go to work?

This is something that the founders should ask themselves, but employees should also be consulted so that you have a real idea of what actually motivates people to do the work that they do.

And once you know what motivates your people, you should share it with the world.

Make people smile

Maya Angelou famously said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

That’s why if you can make people smile when they’re reading your vision, you’re already winning them over.

You need to get everyone from clients to suppliers and employees to flash a little smile when they’re reading about your vision so that they remember you.


Writing a vision page doesn’t have to be difficult.

If anything, the hardest part is editing it down after the initial first draft, as well as educating staff on what the vision means for them and for the company.

The best way to get started is to get started.

Consider hosting an informal brainstorm for staff where they can eat pizza, ask questions and make suggestions.

Getting everybody on board with your vision is vital, especially if you want your company to head in the right direction and to actively push itself in the future.

The tips on this list should help you get started, but remember that there’s really no right way or wrong way to go about writing a vision page.

After all, it’s your vision and not anyone else’s.

What that vision looks like depends on you.

Good luck.