Commandment 2: Thou shalt not generalize. Noble abstractions (“achieve the highest standards,” “provide timely and efficient service”) may read well in mission statements--but to hold the attention of fickle web-surfers, you need specifics. How many products or services do you offer? How long have you been doing it? What awards have you won? What do clients say?
Second in a series; for the series so far, click here.