---
title: VCEDC Homepage Messaging
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-09-26-vcedc-image-solutions-90124375.md
tags:
- vcedc
- website-redesign
- homepage
- messaging
- copywriting
layer: 2
client_source: null
industry_context: null
transferable: true
---

# VCEDC Homepage Messaging

## Overview

During the October 2025 image selection working session, the VCEDC team confirmed the homepage headline direction and made a small but meaningful navigation correction. These decisions lock in the tone and framing for the site's primary entry point.

## Confirmed Headline

**"Our business expertise, your success"**

This line was reviewed during the session and confirmed as the approved homepage hero messaging. It reflects a deliberate shift away from the earlier "great outdoors" framing, repositioning VCEDC around its role as a business support organization rather than a regional lifestyle brand.

> *"We've gone away from the great outdoor messaging."*
> — Melissa Cusumano

The headline should be treated as stable copy. Minor wording adjustments can be made post-launch during a line-by-line copy review, but the strategic direction is set.

## Navigation Change: Remove "About Us" from Header

During review of the homepage mockup, "About Us" was identified in the header — a holdover that had never been formally flagged for removal.

**Decision:** Remove "About Us" from the homepage header navigation.

> *"We should delete that. It's always been there, but we never said anything about it."*
> — Kathy Schmitz

This was agreed to by both Kathy and Melissa. The designer should ensure this label does not appear in the final header build.

## Hero Image Direction

The homepage hero image should feature a **business owner or business interaction**, not scenery. This aligns with the "expertise / success" messaging frame.

Candidates discussed:
- **Eagle River Animal Hospital** (Business of the Year) — Kathy's preferred option; cropping needed to remove background hallway. Justified by the ongoing Business of the Year program even though Business of the Month has ended.
- A photo of Courtney (past Business of the Month) was considered but deprioritized given the program's discontinuation.

A photo of **Vanessa on her laptop by the lake** was also noted as a candidate for a different section of the homepage (not the hero).

See [[clients/vcedc/projects/website-redesign]] for full image selection status.

## Related Decisions

- Roger Wolf's staff photo needs to be retaken before launch — Kathy will coordinate directly with him.
- Kathy noted the importance of using **recognizable local images**: Vilas County is a small community where residents will notice whether photos are authentic to the area.

## Source Meeting

[[clients/vcedc/meetings/2026-04-05-image-selection-working-session]]