Not many nonprofits have the budget for a full-on website redesign, at least not until a lot of grant writing has been done. However, this doesn’t mean there isn’t room for any site tweaks, if prioritized above other expenses. This post highlights the necessity of quality landing pages and why they might be more worth their weight in gold than other digital marketing moves.
Here’s how we know.
A client, Hunger Solutions, was seeking to drive attention to their campaign, Minnesota Food Helpline. They had spent time and effort developing a form and landing page and coupled that with promotion via social media and AdWords. Even with all of this effort, they weren’t seeing the results they thought they could.
When they came to ArcStone we decided the best use of their budget was not in promotional techniques or content marketing, but instead a completely redesigned landing page.
The priorities of this design included:
- Simplify the language and remove much of the text. We wanted all the users’ attention to go to the call to action.
- Change the call to action to a very specific direction. It was, “do I qualify for SNAP?” and we switched it to a more active phrase, including a verb, “find out if you qualify for SNAP.”
- Remove distractions. We took all the unnecessary navigation items and really only kept the link to submit the form.
- Provide insight through imagery. Although icons aren’t always a bad idea, we noticed they weren’t doing much to inform the user what their action would do.
A few of the results:
- An increase in conversions of 178% the month after the redesign.
- 3x as many calls to their helpline.
Where can your nonprofit start when it comes to its site design & landing pages?
1. Talk with your development team and nail down your most important priorities.
For Hunger Solutions, it was helping those in need find their helpline.
Maybe it’s driving donations for a campaign or getting more volunteers at your event. Whatever it may be, try your best to ensure your landing page focuses on a specific audience. If this is keyed into, you’ll better be able to redesign the layout and rewrite the copy with them in mind, making it more likely you’ll capture their interest.
2. Find examples from other similar nonprofits and determine what you do and don’t like.
For example, I admired the landing page below, as it is beautiful and gets right to the point:
This works well as they state exactly what they want you to do at the get-go. The main information is kept at the top with an elegant design. If the donors want to learn more about where their money is going (which they often do) they can easily look below on how this helps reach the nonprofit’s goal.
3. Audit your current design. Whether you conduct this audit yourself or have an agency’s help, ask questions such as:
- If you were a new visitor to the page, is it clear what your organization is trying to do?
- How specific is your call to action? Is it easily found by a new user?
- How is the page performing currently? Where would you like this conversion rate to be?
- What’s the bounce rate? Learn about what might be the cause of a high bounce rate here »
We hope this encourages you to take a close look at what we believe is one of the best investments. By having a well thought out landing page, your nonprofit can better achieve its goal: getting people the information they need to make the world a better place.