Summarise what your organisation does — in 5 words.
Now put that in a prominent position on your website.
Don’t bury it several levels down in some sub-menu.
Don’t write 50 words, or 150, or 500 (though you can do that in addition to the 5 words).
Visitors come to your website for many reasons. It may be to read all your wonderful information, but it also may be to quickly summarise what you’re about, grab the link and pass that information along to others — in a blog, training materials, news item, email or even on a phonecall or in a text message.
The harder you make your visitors work, the less likely they are to tell others about you.
Publish a 5 word summary.