Remember it's not you, it's the visitors, who must be clear about what you are offering them.
Vision and mission statements for online businesses are a concise summary defining the scope and broad aims of digital channels in the future, explaining how they will contribute to the organization and support customers and interactions with partners.
Jelassi and Enders (2008) explain that developing a mission statement should provide definition of:
Business scope (where?)
Markets including products, customer segments and geographies where the company wants to compete online.