Does your website show what you stand for?

People don’t just buy what you do, they buy what you stand for

Over the past few years there’s been a big shift in how people choose who they work with, donate to, or support. It’s not just about cost, convenience or whether you’ve got some fancy awards. People want to know what you believe in. That you’re here to make a positive dent in the world. That your values are more than tick list to make you look good.

And the first place they look? Your website.

If your website is silent about your purpose, your ethics, your social responsibility or your commitment to doing things the right way, people won’t magically assume the best. They’ll assume you’ve got nothing meaningful to say.

This isn’t about preaching. It’s about alignment, authenticity, trust, and showing that you actually walk your talk.

3 Reasons why values matter online

1. People choose on principles now more than ever

From consumers choosing sustainable brands, to businesses prioritising socially responsible suppliers, to funders only backing organisations with clear impact: your values are part of your offer.

A charity must show compassion, transparency and community value.

A purpose-led SME must show why they’re different from the big generic players.

If your website doesn’t reflect that, you’re blending into the beige background with everyone else.

2. Values give visitors confidence

Anyone can say they care about people, planet or purpose. But showing it builds trust.

Real examples. Real actions. Real impact.

Not vague “We care about sustainability” statements that mean nothing.

Make sure your values are actually what you care about too – because you’ll soon be discovered if you just jump on a bandwagon to make it look like you care.

3. Your website is the only place you control

Social media algorithms come and go.

Funding cycles come and go.

Trends come and go.

But your website is your home turf - the perfect place to shout about how you really care and the difference you are making.

Where your values should show up on your website

This is where most organisations go wrong. They say they’re values-led, but their site:

• hides the good stuff in PDFs no one reads

• scatters purpose across ten menus

• uses corporate waffle instead of human language

• says everything except the things that matter

Let’s fix that.

Your Homepage

Straight away, your homepage should tell people:

• who you are

• who you help

• what you believe in

• why it matters

Not in a 2,000-word essay but in a few clear paragraphs, reinforced by strong visuals and a clear sense of purpose.

Your About Page

This is where your values should shine. Not in a “we were founded in 1987…” history lesson, but in a story about who you are now and what drives you.

Case studies / project stories

Shout about the impact you’ve had and how that fits with your wider purpose.

• Show how your values shape your work.

• Who you’ve partnered with.

• What impact you created.

• What changed because of your involvement.

Your Impact or Values Page

This page should answer:

• What do you stand for?

• How do you demonstrate it?

• What outcomes have you delivered?

• What’s your bigger mission?

This is prime real estate for purpose-led bragging rights (the ethical kind).

Accessibility, inclusivity and real-world responsibility

Walking the talk means demonstrating it in the actual structure of your website:

• Accessible design

• Inclusive language

• Clear user journeys

• Real transparency

• Ethical SEO (no spammy tactics)

Purpose isn’t just what you say. It’s how you operate.

Example: Smart 360 Group - Purpose Done Properly

Here’s an example of how a values-led SME, and one of our clients, does this beautifully.

Smart 360 Group isn’t just another electrical installation company - they’re built on a foundation of community impact, social responsibility and doing things properly (you know, instead of cutting corners and hoping no-one notices).

How they bring their values into their website:

1.      Clear messaging about who they help and why

2.      A dedicated commitment to community impact

3.      Real stories, not generic corporate waffle

4.      Professional design that feels ethical, not salesy

They highlight how they invest back into communities - not as a brag, but as a demonstration of their whole ethos. This builds trust instantly, especially with clients who want suppliers aligned with their own social responsibility goals.

Smart 360 Group is proof that when your website aligns with your purpose, the right clients find you faster, and connect more deeply.

Simple ways to showcase your values

You don’t need a 50-page CSR report to show people what you stand for. Here are simple wins any SME or charity can implement:

• Add a “Why We Exist” section to your homepage

• Put your core values in plain English (no corporate nonsense)

• Add impact stats (people helped, projects delivered, hours donated, etc.)

• Share a real story showing your values in action

• Make your accessibility commitments visible

• Add a section for community work or partnerships

• Use photography featuring real people, not fake-smiley stock models

What NOT to do:

• Don’t be vague (“We care about people…”)

• Don’t bury your values on a subpage five clicks deep

• Don’t rely solely on certificates: tell the full story

• Don’t talk like a politician (“We strive to endeavour to maintain…”)

• Don’t pretend to be perfect - authenticity beats perfection every time

How Web Goddess helps values-led organisations show what they stand for

When we work with purpose-led SMEs and charities, we start with your values - not your logo or your colour palette. We help you:

• define your mission clearly

• craft user journeys that reflect your purpose

• turn your real-world impact into website-ready stories

• write in a human voice that builds trust

• show your commitment to accessibility and ethical design

  feel confident putting your purpose front and centre

Because your website shouldn’t just look pretty, it should make people go:

“Ah. These are my people.”

Ready for a website that reflects what you stand for?

If you want your website to proudly show your values, your purpose and your impact without sounding preachy or pretending you’ve single-handedly saved the planet, let’s chat.

Book a strategy session and let’s build a website that does your mission justice.