Posted by Jay Wilkinson

Here’s how to give your visitors the smooth landing they deserve.

If you want to turn your website visitors into supporters, creating landing pages that convert should be at the top of your priority list. You shouldn’t work hard to drive people to your nonprofit’s website, then dump them off on your homepage and make them search for what they’re looking for. Landing pages allow you to get people right where you want them—ready to sign up, register, donate or engage with your nonprofit in a meaningful way.

In other words, don’t drop the ball at the most crucial point in the game. Engage your visitors with landing pages that make them want to take action. Here’s how:

  1. Make sure your headline refers back to what got him there. When someone clicks on an ad or an email or some other link to get to your nonprofit’s landing page, make sure the language in both places matches. (Close is good, exact is best.) This way, your visitors won’t pack up and go home before they even look around. Consistency is the key to creating a good user experience. Make sure you’ve built a seamless flow from point A to point B.
  2. Provide a clear call to action. Make the call to action button obvious and tell your visitor exactly what they need to do. Don’t assume they’ll just figure it out. Instead of Submit, use words like Donate Now, Give Today or Register For Event. Be specific about what action you want your visitor to take.
  3. Write with the end user in mind. Drop the insider lingo and speak to your audience like a human. Additionally, write as if you’re having a one-on-one conversation. Appeal to the user’s emotions. Your language should express passion for your nonprofit’s mission. Share how your organization makes a difference, both for the people you serve and those who support you.
  4. Important info should begin a paragraph or be bullet-pointed. Most people don’t read website copy word for word—they skim and scan through information. Make it easy for them to get the main points without having to slow down. Keep text to a minimum by breaking it up into bite-sized chunks that are easy to digest.
  5. Don’t ask for what you don’t need. When it comes time to gather information, only ask for what you need in order for your visitor to complete the desired action. Every question you ask and every field you require chips away at your conversion rate. If all you need is a name and an email address, don’t ask for more. Keep it simple!