Have you ever walked into a store and immediately backed out because the place was a random mess, blaring music that was hostile to you, and you couldn’t figure out where you should go?
A lot of nonprofit landing pages are like that.
And that’s a big problem. Because more and more donors give online — and not any other way. If your landing page isn’t welcoming, clear, and easy — you are losing more money than you can count.
The Bad Language has some help, at 15 ways to improve your home page.
Here are most of them:
- Attractive things are perceived as being easier to use.
- Consistency: do not divorce your homepage from the branding on the rest of your site.
- Less is more.
- Keep your ideas simple.
- Think twice before including an automatically launching video — there’s a high likelihood visitors will click away to stop the video.
- Have the most important information clearly visible at the top: your contact information.
- Make it obvious what you do.
- Tell them how you can help them.
- If you want visitors to scroll, let them know there is something to see.
- Load time is still critical.
- Employ responsive web-design so your site is readable no matter what device your visitor is using.
Here’s what you need to know about writing good headlines, form the Constant Contact blog, at Headline Writing: Three Core Factors That Trigger Curiosity.
Every headline you write should answer one or more of these questions readers might have:
- Is this for me?
- Is it something I know or don’t know?
- Would I get any benefit by reading this?
Answer those, and you’re well on your way to involved readers who care about your superb copy. Clever, punny, self-involved headlines don’t do that.
This applies not only to headlines, but also envelope teasers and email subject lines.