When creating or wire-framing your landing pages, the ultimate goal is to captivate and engage so it’s likely for visitors to convert. Treat every landing page as if a first-time visitor is experiencing your website and brand. Be succinct and straightforward, and remove any possible distractions in order to make the ask above the fold. Let’s explore how.
1. Ask For One Thing
Don’t muddy the waters with multiple calls to action (CTA). Keep it simple and consistent – ask for one thing from the top to the bottom of your landing page. This doesn’t mean limiting to only one button, however. If you’re trying to convert visitors to join your monthly giving program, for example, adding a couple CTA buttons throughout the landing page is wise, as it gives the user several opportunities to opt in as they learn more.
While the following examples may read differently, they are both directing Liberty in North Korea donors to give monthly. When one-time donors choose to give monthly, they become part of the Liberty Donor giving community and “Stand With Refugees” or “Join” the community. They go one step further and break down impact in terms of easily digestible dollar amounts – so a CTA as clear as “Give $45/month” grants a fresh perspective on the same CTA found throughout the landing page. Ask for one thing, but don’t be afraid to ask often.
Curious to learn more best practices when it comes to monthly giving? Download our free Monthly Giving Guide!
2. Provide Proof
When you head online to shop for a new blender after your sad hand-me-down version from the 1990’s bit the dust, you want to invest in one that will last. This is your first real blender purchase – so you will likely make it count by exploring product reviews and ratings, and read what fellow blender enthusiasts have to say about the variety of products on the market. This is known as social proof. The same holds true when donors explore nonprofits, so show your new visitors why they should care by highlighting how others care.
Social proof can come in the form of testimonials, case studies, embedded social media posts, or social sharing buttons that show number of shares. Find what works in your landing page and include some proof – big or small.
The above testimonial from a Project Koru Alumnus demonstrates the impact of the nonprofit programming on their post-cancer journey. Even an anonymous quote can show that the work you’re doing matters – which, at the end of the day, is why we’re here.
3. Let Impact Be the Hero
In 2019, the internet has high standards for sleek landing page design. If you take away one thing from this blog, let it be this: choose a captivating hero image. Preferably one that demonstrates who you are and what you do. This is the first thing that visitors see on any of your landing pages, so don’t miss the opportunity to captivate potential supporters by choosing an image that falls flat.
As far as captivating rocks go, it’s pretty hard to beat Half Dome in Yosemite National Park. This hero image from the Sierra Club Foundation homepage rocks it out of the park, and clearly displays what they’re all about.
Here’s another great hero image example from All Hands and Hearts, which works to demonstrate community and inspire support at the same time.
These two examples come from the homepage, where the navigation bar includes a couple CTAs of equal importance. The homepage is the main exception for the singular CTA rule, as volunteering and donating can be equally valued depending on your organization.
4. Captivate With Your Headline
While your hero image should shine – it’s equally important to include a clear, straightforward headline that lets visitors know what you’re up to. A headline is meant to inform. Avoid a generic headline like “We’re taking action” that states you’re working towards something, but grants no insight as to what kind of action you’re taking, or for what cause. Your headline will change depending on your landing page – so make it specific!
This example from Selamta Family Project quickly informs visitors what they do through descriptive keywords that highlight their scope of work – creating family for orphaned or abandoned children. The sentence that follows is equally engaging and works in tandem with their headline to demonstrate the importance of their impact.
5. Put it to the Test
Consider writing out a list of potential problems or objections a visitor might have and make sure your landing page answers each one. Can someone unfamiliar with your organization understand who you are or what your page is about? Is it clear what you’re asking for?
Run regular testing to monitor traffic and find what works. There are several elements to test, from layout options to color scheme and CTA buttons. Find what works for your nonprofit and tailor these suggestions to fit your needs.