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Your website should have an impact page. Here’s why.

Some may think that impact pages are just for nonprofit organizations, or companies that make sneakers out of water bottles. Impact pages are not exclusive to businesses that promote a cause as their main point of existence. In any industry, you can significantly improve your brand reputation by creating content on your company’s social and environmental impact.  

Good companies are good for the world. Whether you focus on environmental sustainability or improving your local community, you probably have something to say about your impact. If you don’t have anything to say, then that is a topic you should tackle in your next team meeting. From small projects like employee volunteer days to   

It doesn’t matter what industry you are in – you can impress and build an emotional connection with website visitors by creating a detailed, thoughtful impact page.  

Photo credit: Patagonia Activism Page

What is an impact page?  

An impact page, Corporate Social Responsibility (CSR) page, or a company values page all reach the end goal – establishing accountability for creating a positive impact on your community and beyond. These pages usually contain information on the importance of the causes at hand, statistics, and data surrounding the organization’s efforts, and stories from beneficiaries and volunteers.   

Simply stated: WHY you help, HOW you help, and HOW others can help.

Very popular for nonprofit websites, there are strong similarities in strategy and benefits when creating a page for for-profit companies.  

Both nonprofit and for-profit impact pages should include what good your team has achieved in the past, what you’re working on now, and your objectives and growth strategy for the future. 

Download our checklist of 30+ ways to promote content here.

When created correctly, for-profit impact pages humanize the organization, build trust in the organization’s impact on the cause, and inspire readers to support.   

Why you should have an impact page:  

Younger Consumers care about how the impact your product and company create  

It seems like every time a younger consumer is excited about a product, it’s because of the impact the company makes. Think “this bag is so cute – AND they only use recycled products!” or “This software is great – AND with every purchase, they donate subscriptions to high school coding classes!”  

Individuals will always be excited about a great product, but it’s the ‘AND’ that can convince consumers to commit to the purchase. Generally, 86 percent of consumers believe that companies should take a stand on social issues, and consumers are paying attention to the values of the companies they support.  

If you have all the ways you contribute laid out clearly on one page, you put your company in a great position to attract conscious consumers.  

It can attract star talent to build a stellar team  

A CSR page promotes company culture as much as community impact.  

Images of employees getting involved with volunteer days or team sustainability challenges will showcase company morale and a day-to-day work environment that most great potential hires are looking for.   

It’s no secret that the key to slowing employee turnover and burnout isn’t salary – it’s job satisfaction. Job satisfaction comes from feeling like an important part of a bigger movement, and a great way to communicate that idea is through an impact page that lists company and employee values. Values like a commitment to sustainability, diversity, and equal pay will attract a broader range of applicants, so you can cultivate the best possible team.  

It’s an opportunity to differentiate your company by communicating your values, vision, and priorities through action  

Jargon can only take you so far. With an impact page dedicated to stats and real stories of change, you stand out from the crown as a company that not only cares but takes action and tracks change.  

This is where you list the efforts you took to make your product or service ethical, sustainable, and a perfect option for conscious consumers. Talk about your commitment to minimizing packaging, using ethically-sourced materials, and all of the proof that you care about your company legacy.  

Not every company is willing to commit time and energy to create a product that is good and does good. When you do, you set your company apart as the business willing to go the extra mile to offer a great product AND be active in social, community, or environmental change.  

What makes a great impact page  

Relevance  

Your objective shouldn’t be general world peace. Identify the causes that are nearest and dearest to your company and audience. Finding interests that fall into both categories are great ones to highlight on your impact page.  

Specificity  

Your cause and your impact on that cause should be specific. That way, you can highlight markers, important milestones, and concrete goals that are possible for your team to achieve. The more you can quantify your impact on a cause, the more trustworthy and true-to-your-values you seem.  

Stats, data, stories, quotes, pictures, and videos all prove that your impact is more than words on a web page.  

Heart  

It’s easy to separate jargon from passion. To have a truly successful and productive impact page, you need to communicate the WHY. Why do you care? Why are you spending time, energy, and resources on this cause?  

This is a great opportunity to humanize your business and create a transparent view of how you take on causes. When you offer heart, dedication, and passion, it will be reflected in your audience.  

Impact pages we love

Cotopaxi  

Cotopaxi goes above and beyond one impact page by having an entire section of the website dedicated to Corporate Social Responsibility.  

From how their products are made, to their annual impact report, to the foundation they created, they lay it all out for everyone to see.  

Adobe  

Adobe’s Corporate Responsibility page communicates its commitment to communities while still connecting the impact back to their product. Adobe uses product donations and creates educational opportunities to make mastering its product more accessible.   

Not only does this improve education for several communities of all backgrounds, but for Adobe it creates an entirely new base of users whose skillsets are specific to Adobe. This kind of connection from cause to product is just as beneficial for the company as it is for the communities they help.  

Ben & Jerry’s  

Ben & Jerry’s is a long-time loud voice as it relates to environmental and human. Rights, but they do it their way. By staying true to their tone when talking about issues that don’t relate to ice cream, they stay true to their brand voice while taking on more serious stances.   

From creating ice cream flavors named after social issues they care about to offering voting resources on their website, they plainly state their opinion on social issues while keeping it light, fun, and sweet.   

Your website is about showing your company in the best possible light, and an impact page will humanize your company and vision. If you need help creating your content on Corporate Social Responsibility, reach out to our team!

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