Have you ever ended up on a website or blog that was so disorganized you weren’t sure what it was actually about? I know I definitely have. If it isn’t clear what your blog is about, why would anyone consider your website a reliable source? They won’t.

In fact, 55% of people who visit your blog will spend less than 15 seconds on your website and then leave. That’s 55% of your visitors that won’t stick around to subscribe to your mailing list, share your content, or even read a full blog post! If you want to retain more visitors and get them to stick around to explore your blog, you need to be clear on what your blog is about and what it will do for them.

You need a mission statement

What is a mission statement?

A mission statement is a sentence or two that succinctly tells your readers what your blog is about.

For example,

Fierce Blogging is a website that teaches passionate creative bloggers how to create and launch their first digital product.

That sentence tells you exactly what Fierce Blogging is about. Anyone who wanders across Fierce Blogging will immediately understand what to expect from the website, and will be able to judge whether or not FB is for them.

Why do you need a mission statement?

A mission statement is a valuable piece of information that you should have on your blog. A mission statement:

  • informs the reader of what your blog is about.
  • Sets expectations.
  • Clarifies which types of people will find the blog content useful.
  • Introduces yourself and your blog to your readers.
  • Allows you to define your niche and create content geared to a specific audience.

How to write your mission statement

You may or may not already have some kind of mission statement on your blog, most likely on your About page. For example, before I knew how to write a mission statement, this was the introduction that I had on my book blog (paraphrased):

“I am an avid reader, and I like to talk about books and my other hobbies on the blog. I’ve enjoyed reading since I was young and my taste has changed a lot over the years so I like to document what I read on this blog.”


Not only is this not written like a mission statement, it also doesn’t motivate anyone to stick around. It’s all about me, me, me. On the other hand, my Fierce Blogging mission statement is all about what Fierce Blogging does to help YOU.

If I were to redo it now, it would look something like this:

BSC is a website for teen readers that helps match teenagers with the perfect book.

This is a much more succinct description of the blog and what it does. Note that this mission statement is much more focused on how the blog HELPS the reader, as opposed to the mess that was Draft 1.

Format your mission statement like this:

[Your blog] is a website for [target audience] that [how you help your readers]

Let’s consider how this could look for different blog types.

Go Go Garden is a website for college students who want to grow their first garden.


Brides, Bashes, and Budgets is a website for brides-to-be that teaches you how to plan the perfect wedding on a budget.


Fashion La La is a website for budding teenage fashionistas who want to create stylish outfits suitable for wearing to school.

These are all examples of mission statements that could describe different blogs. You don’t have to use this exact wording, but it is important that your mission statement shows:

  • The name of the website
  • What it is (a website)
  • Who the target audience is
  • How the blog helps its readers

These things are all important for ensuring that it is immediately clear to new visitors who you are and what your blog does.

Bonus: Creating an extended mission statement

Sometimes a mission statement just isn’t enough. After all, you can’t just have 1 sentence about your website on your About/ Start Here page. You need a more in-depth description for, say, your About page. For example, here is my extended mission statement (found on the Start Here page):

“Fierce Blogging is dedicated to helping bloggers just like you create and launch digital products and earn passive income online.  Fierce Blogging is a community of savvy, passionate and creative bloggers who want to learn how build successful and profitable blogs through digital products. Here on Fierce Blogging, I’m going to be sharing honest, no-fluff advice that will help you go from zero to successful product.”

It’s essentially what I said in the shorter version of my mission statement, but I’ve fleshed it out a bit more. There is no one-size-fits-all template for this, but taking a good look at yourself and where you want to take your blog is a good place to start.

Ask yourself:

  1. Who is the target audience for your blog?
  2. What 3 adjectives would you use to describe your target audience?
  3. What is the 1 thing that your blog teaches readers how to do?
  4. What type of content do you have on your blog to teach that 1 thing?
  5. What is the writing style of your blog? Do you use lots of slang? More formal?

Take your answers from these questions and use them to shape your extended mission statement. Not only does this help to be very clear on what your blog is about, but it can also clarify some things for you.

Here’s my challenge to you:

Go write your mission statement now.

Yes, right now. It’s easy to read a post and not take action on it, but with something as easy as writing a mission statement, why don’t you go ahead and get it done right now? It will make you feel more focused and productive, I promise. 🙂

Having a mission statement for Fierce Blogging has allowed me to stay very focused on my niche and create content that I know will be valuable for my readers. It will do the same thing for you.

So go! Go write that mission statement. You’ve got this.

Do you have a mission statement? Share yours below!


Author: Jessica Bernt

Ready to rock your blog? Jessica is the blogger and creative mind behind Fierce Blogging. Before starting Fierce Blogging, she worked on another successful book blog for 3 years, as well as multiple online businesses. She's passionate about helping others build profitable blogs, and hot chocolate.

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