Posted by Jay Wilkinson

A landing page is like a customized ask. It allows you to have a single web page that’s focused on one call to action, and it helps to narrow your visitors in on a specific issue.

Why are landing pages for nonprofits a big deal? If they’re designed right, they’ll increase conversion rates more than simply directing visitors to your homepage and hoping they’ll take action on their own. It’s the difference between having a bus drop you off in the neighborhood and a driver who provides front-door service. Why leave it up to your visitors to find their way when you can take them right where you want them to be?

People often associate landing pages with mobile. For example, if you scan a QR code on a brochure or a sign, you’re taken to a landing page with a specific purpose and call to action. Think Red Cross. This is an organization that could have several landing pages, all focused on raising money for specific relief efforts—this allows users to easily support the causes they’re most passionate about.

But landing pages aren’t just used for mobile. For example, Google the words “feeding hungry children” and you’ll see a link to show up on the first page of results. When you click on the link, it doesn’t just dump you off on the front page of the organization’s website and leave you to fend for yourself. It takes you specifically to a page with a prominent Donate Today button and options for giving in honor of someone or joining their monthly giving club.

In today’s world, every nonprofit should have a minimum of five landing pages. These could include a page for every event you host, pages designed to accept donations for specific initiatives, and yet other pages for volunteer sign-up. For each connecting point that your organization has with both your community and constituents, you should have a landing page. It’ll make it that much easier for people to find what they’re looking for. Like front-door service.