Why Nonprofits Need Landing Pages

  • by Shala Graham
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Does your nonprofit worry about the content on its web landing pages? If not, you are certainly not alone.

Typically, the term "landing pages" refers to parts of a website designed to sell products or generate leads for businesses when visitors find them. What use could a nonprofit organization have for something like that? While you might not have anything to "sell," per se, you still do have actions you want people to take – donate money, sign up for an event, etc. And so, it makes sense to follow some basic landing page guidelines to give your nonprofit the best chance of success.

Here are a handful of ways to make your landing pages more effective, and help your nonprofit reach its biggest goals in the process:

Give each page a purpose.

Certain pages on your site, like the ones for online donations or newsletter sign-ups, should have a clear goal. Write them with the intention of persuading visitors to perform a specific action.

Point traffic in the right directions.

A landing page is no good if no one visits it, so make sure that your social media profiles, blog posts, and other materials point toward the correct landing pages.

Write catchy headlines.

It's well known that you only have a few seconds to grab someone's attention online, so make the most of them with a headline and opening paragraph that are catchy.

Don't use long blocks of text.

Similarly, you don't want to scare people away with long, unbroken blocks of text. Break things up with pictures, bulleted lists, and subheads.

Ask visitors to do something directly.

What do you really want visitors to do after reading or viewing your landing page? Ask them to do it directly, and then make it easy for them to comply. For instance, include a button that says something like "give a gift now," or "sign up here."

While landing pages might be more prevalent on online stores than nonprofit websites, paying attention to yours can help you find more donations and volunteers. Just follow these steps, and you'll be well on the way to creating a site that's more persuasive and effective in no time.