Updated: 7/18/22
You have seconds to grab - and keep - someone’s attention when he or she lands on your page. And while it might be tempting to bemoan our short attention spans in the digital age, the reality is that everyone processes online text differently from offline text. So if you’re going to stand out, you have to adapt. Here’s 4 things your nonprofit must do to make your website irresistible.
Keep your nonprofit’s homepage simple.
Your design and copy need to be VERY clear. Even the most interested website visitors will skim. They’ll skim and make a judgment call about whether the site is worth more of their time. So if your site is hard to skim, that judgment call will not go your way.
Here’s how to write and design a home page for “skimmers”:
Put your mission and your main call-to-action (CTA) above the fold.
The content “above the fold” is everything you see when the page opens — before you scroll.
Make your mission statement outward facing.
Your internal documents may have your mission statement as “Our mission is to reduce the impact of homelessness on America’s veterans through advocacy at the national and state levels, on the ground resources and case support, job training, and social services.”
That’s too many words for your home page. An outward facing mission would be “We work to make sure every veteran has a home.”
BELOW THE FOLD:
Show your impact.
Share 3-5 powerful data points about the work you’re doing and/or tease a story about your impact (and link to the full story).
Provide an opportunity to learn more.
One way to do this is to share a stat that makes the scope of the problem you’re trying to solve clear. Then, add a button to “learn more” with a link to the full details.
Or, you can use a heading to ask a common question about your cause, such as “Why are so many veterans homeless?” Give a brief response, then link to “learn more” on a page with detailed info.
Double-check your design is mobile-friendly and loads quickly.
Add plenty of white space. Your readers need your page to be easy on the eyes. Leave space between sections. Break up chunks of text. Keep some margin on the sides.
2. Invite website visitors into your nonprofit’s story.
Every person who shows up to your nonprofit’s website for the first time is on the outside of your story looking in. If you want to convert them to a follower, a supporter, and, eventually, a donor, you’re going to need to move them from the outside of your story to the inside, playing a key role.
Are you inviting your website visitors into the story? Are you giving them lots of opportunities to see themselves in your current donors and volunteers? Are you providing them with simple ways to get involved and to learn more about your cause? Are you showing them “behind the curtain” of your organization?
Here are a few of the ways you can invite your website visitors into your story:
Feature a donor or volunteer story prominently to convey the message that people just like you are getting involved - and are making a difference.
Have a beneficiary speak directly to website visitors in a video or blog post telling how your work made a difference for them.
Use the words you and your often. “Your donation makes it possible for us to provide shelter to thousands of young people in your community each year.” “Volunteers just like you provided reentry support to dozens of formerly incarcerated persons this year.”
CTAs like “learn more,” “follow us on Facebook,” “sign the petition,” “join the webinar,” “get the free guide,” etc. provide low-risk ways for people to engage.
3. Frequently update your nonprofit’s blog.
I get it. Weekly blog posts take time and seem like a waste of energy when you have so many other things to do. But regular blogging is an excellent way to build traction with your online presence.
A frequently updated blog increases your authority online. Search engines seek to reward the good stuff; one way you show that your site is a reliable and authoritative source on your issue is by updating it consistently with relevant material. Blogging is not a quick fix to get better SEO rankings, but the rankings will come if you stick with it!
An up-to-date blog conveys trustworthiness and competence to potential donors. They see that someone is manning the ship, so to speak. Your site is active, and your information is relevant.
Get the most out of each blog post by
using them to create your email and social media content. Each blog post can be the basis for a week’s worth of social media posts and an email or two. Always link back to the original blog post!
adding a CTA, even if it’s as simple as “Check out this other post you might like!”
following best practices for formatting. No large chunks of text! Add headings, bullet points, bold/underlined text. Make it easy to skim.
4. Grow your nonprofit’s email list by offering a freebie.
Your newsletter is NOT what I’m talking about here. Most people on their first (or second or third) visit aren’t interested enough in your cause to sign up to a newsletter.
Think of first-time visitors to your website like guests you’ve invited into your home. When guests walk in your door, you don’t immediately ask what they can do for you, right?. You offer them a beverage and a comfortable place to sit and get their bearings.
That’s what your freebie is: a beverage and a comfortable place to sit. (Not literally, of course.)
Some freebie ideas:
A collection of resources about your issue
e.g. “Essential Toolkit for White Allies: 50 Resources You Need”
An A to Z guide: an alphabetized list that provides valuable info
e.g. “An A to Z Guide to Recycling”
A video exclusive
e.g. “Get a free 15-min clip of our always sold-out course on racial justice!”
A quick start guide for political engagement (includes contact info for legislators, email and phone call templates and talking points)
e.g. “Quick Start Guide to Seeking Justice for Victims of Sex Trafficking”
Have an online shop? Offer a coupon code for new subscribers.
Have a podcast? Offer a bonus episode for subscribers only.
A quiz: These have a reputation for getting lots of leads, but you will have to pay a monthly subscription for a quiz maker.
e.g. “Can You Spot the Myths About Policing in America? Take our quiz and find out.”
You may need to try a couple of things before you find one that converts well for you. Consider asking current donors and volunteers for ideas or input!
Once you have an email address and have delivered your freebie, you can start to develop a deeper relationship with an email welcome series. You'll share more about your work, along with more examples of how people just like them are making a difference through your organization.
What do you think? Is there something you can do this week to make your nonprofit website a little bit stronger?
Key Takeaways:
The best nonprofit websites
keep their home page simple;
center their story on donors, volunteers, and clients;
update their blog regularly;
and offer something tangible of value to visitors.
Need help?
I write website copy, blog posts, and emails for nonprofits.
Schedule a free strategy session to find out how my writing can find, nurture, and retain your donors.
