Visitors to your website don’t care about your “philosophy.”

They could care less about you “vision” or your “passion.” They care only about what you can do for them.

I’ve yet to read an “Our Philosophy” section of a website that makes any sense. It’s always long on words, and short on significance.

So many design professionals seek to share their fundamental beliefs and ideas on their sites. So often they fail.

Take the design firm website that informs you that: “Our design philosophy is built on the principal, ideas and buildings that honor the broader goals of society.”

What’s that mean?

Or what does another designer mean when she says, on her site, that: “My philosophy is based on my belief that each person has the capacity to create a living or working environment that reflects their spirit and enhances their health and well being.”

Then there’s the design firm that summarizes their “vision” this way: “We believe good design is timeless in both function and nature.”

Another informs it’s website visitors that: “Exceeding your expectations is the heart of our business philosphy.”

Still another lets you know that: “Our philosophy dictates that exceptional design is second only to client satisfaction.”

Sounds nice. But, again, what’s it mean?

The problem with all of this philosophy is that it wastes valuable time. As I’ve noted before , the average visit to a website is four seconds and two clicks.

Given that short time frame, will I get how special you are when I visit your website?

Not if you waste my time, as one firm does, by “philosophizing” as follows: “With a careful balance of art and science, thoughtful consideration to the form and function of every space, and uncompromising attention to the importance of detail, each project is approached with the critical sequence of: ‘Listen, Analyze and then Design.”

I’m not making this up.

If you want to impress me with your website, don’t give me philosophy. Give me facts.