European Central Bank : Clarity of purpose
The European Central Bank’s ‘About’ landing page cleverly reinforces the organization’s reputation by providing a concise explanation of what it does and the benefits to society.
The ‘About’ landing page of the European Central Bank’s website describes the organization’s core activities at a high level, then drills down into different aspects of its responsibilities.
Above the scroll line, there is a succinct summary of the bank’s main role in the world: ‘We keep prices stable and your money safe’. Two paragraphs to the left describe the bank’s activities further: ‘We do this so that you will be able to buy as much with your money tomorrow as you can today.’
Five subsections further down the page summarize key aspects of the bank’s remit, including ‘We keep inflation under control’; ‘We contribute to the safety of the banking system’; and ‘We develop and issue euro banknotes’.