Posted by Jay Wilkinson

Landing pages for nonprofits are a crucial part of an NPO’s website—they’re where you send visitors to take some sort of action, whether it’s registering for an event, making a donation or even subscribing to your emails. A lot of times we think of our homepage as being the front door to our website, but really, if we can get visitors to the exact landing page that they’re looking for, we’ll typically see conversion rates rise.

I get several questions during my speaking engagements and webinars about landing pages for nonprofits because they’re such an important part of any organization’s site. Here are a few of the most common:

Q: If you create a landing page for every single event that you host, should you list each landing page in the sitemap in the footer of each web page or in your main navigation menu?

A: This is a great question because it’s something that could potentially confuse a lot of people. If you’re creating a landing page that is going to have duration—in other words, if it’s the type of landing page that will be on your website in three months and it’s not specifically built for an event, then yes. That landing page should be built into your sitemap and into your site structure so people can find it and get to it quickly. Remember that your goal with your website is to get people to a page where they can take action. So yes—it should be built into the navigation if it’s a perpetual, permanent landing page.

If you have a landing page for a one-time event, like a fundraiser you’re hosting this month, then you should feature that particular page on your homepage in some type of rotating graphic or something similar, but it shouldn’t necessarily be added into the navigation.

If you only have two events a year and these are your two big events, then I would suggest that those two events do belong in the navigational structure in a sitemap, even though the landing page might be updated periodically with new information. For the most part, however, you don’t need to add every single landing page into your navigation structure as far as sitemaps go.

Q: Are there specific criteria to keep in mind when you’re naming your landing pages?

A: Yes. One of the most important things on any page on any website is to have a meta tag at the top of the page. When you look at the title tag at the top of any web page, whatever you’ve named that page is what search engines are going to find first and foremost.

Let’s say we have a landing page that’s specifically for the Firespring Annual Gala (whatever that is). The name of that page should be with dashes in between Firespring and the gala and the word annual. You should have Firespring dash annual dash gala. That way, the search engine will find those whole words. You want to use a descriptive tag to name the page that is search engine friendly.

Think about it this way: It’s no different than when you’re writing a blog post and you’re trying to come up with a great title because you know people are going to read the blog post based on that title. It’s the same concept. Landing pages for nonprofits should have really powerful and descriptive titles.

If you want to learn more about the ins and outs of landing pages for nonprofits, sign up for a free webinar that fits your schedule.