Posted by Tony Endelman
Whether you want people to donate, volunteer or simply join your mailing list, landing pages are vital to engaging your website’s visitors and getting them to take action. In fact, landing pages are all about action. The sole purpose of a landing page is getting someone to do something.
When crafted properly, landing pages grab an audience’s attention, share your nonprofit’s mission and increase donations. On the other hand, a poorly put together landing page can both confuse and distract visitors.
Every landing page should include a few key elements, like an engaging headline, succinct text and a clear call to action. But here are a few additional things to keep in mind when trying to craft the perfect landing page for your nonprofit:
1. Set the Mood
Colors make a greater impact than you might think. In fact, a recent study showed that simply changing the call to action button to red increased landing page conversions over 20%. Remember to consider your colors wisely for your audience.
2. Less is More
Simply put: People don’t like spending a lot of time filling out forms. The more questions you ask, the more likely your visitor will become frustrated, throw in the towel and leave before ever hitting Submit.
Keep your forms as short as possible, and don’t ask for more information than you truly need.
3. Keep It Above the Fold
The simple scroll of a mouse can make your landing page less effective. It’s true. Kissmetrics affirms that “the space a visitor sees without having to scroll is where the most important parts of the webpage should be.” In other words, keep all of the most vital parts of your landing page “above the fold.”
Your visitors should never have to search for what they need, even if it can be done with the slight, subtle movement of an index finger.
4. Don't Go Logo-less
Visitors should always know who you are. But countless organizations forget to include their logo on their landing pages.
Having a logo on your landing page serves two important purposes:
- Keeping your brand top of mind when visitors are downloading your content, and when they’ve left your site.
- Making it easy for visitors to recognize the landing page as a legitimate publication of your organization.
5. A/B SEE
If you’re committed to crafting the perfect landing page, consider doing some A/B testing to see what really works. Regularly change copy, images and calls to action to determine what achieves the highest conversion rates. Remember to test one variable at a time to get actionable results.