The header of your website serves many important functions. It usually helps visitors to navigate your site. It often contains a call to action or key contact info. It almost always holds your logo.
But why stop there? Your website header has the potential to do more than help your visitors find information. It can inform and inspire. And since it’s the header, it will be visible on every page (or nearly every page) of your website.
Below are four nonprofits that are using their website headers to inform visitors what they’re all about and inspire them to support the cause.
Girls Not Brides
An informative, clear tagline
The Girls Not Brides website header contains a concise tagline just under the logo:
No matter where you are on the website, you can easily understand the basics of who they are and what they do. This is particularly important for their website visitors that arrive on a page other than their homepage.
The tagline doesn’t tell all the details of their mission, but it’s a great starting point to build intrigue for those passionate about tackling the issue of child marriage.
Outlining the target audience and inspiring them
The MomsRising website uses a slightly longer tagline in their header:
What I love about the MomsRising tagline is they start by defining their target demographic as “moms and people who love them.” You quickly know who the website is aimed at and if you fit that group.
It then moves into an inspirational close when it says it’s where these people “go to change our world.” While I may not know the exact mission of the organization, I know they’re addressing issues affecting women, specifically mothers. And they’re inspiring members of the community to join their movement.
The Trevor Project
A clear explanation of purpose
The Trevor Project website uses their header to make it clear who they are and what they do:
While a bit harder to scan given its length, they clearly articulate their importance in “providing crisis intervention and suicide prevention services.” While I may not know the exact details as to what these services entail, I certainly understand they’re doing important work.
They also tell me exactly who they serve when they say their services are aimed at “lesbian, gay, bisexual, transgender, and questioning youth.” If I’m passionate about improving support for LGBTQ youth, I know I’ve come to an organization doing just that no matter which page on the website I visit.
St. Jude Children’s Research Hospital
Piquing interest and passion
The St. Jude Children’s Research Hospital website uses two short sentences in their tagline:
Four simple words, when coupled with the name of the organization, explain what they do and why the do it.
But beyond “finding cures,” they inspire visitors by highlighting the whole point of their efforts – “saving children.” No matter how someone decides to get involved, they know their efforts are in support of saving the lives of kids.
Make Your Mission Clear on Every Page
While you don’t necessarily need to include a tagline in your website’s header, it should be evident on every page of your website what your nonprofit does and who you serve. There’s a good chance a large portion of your traffic is landing on some page other than your homepage (if you have Google Analytics, you can see this in the Landing Pages report).
No matter where a visitor enters your site, it’s important they know what you’re all about. If this information is hard to find, there’s a good chance your visitor will get frustrated and leave.
By including a tagline or simplified mission statement in your header, you can ensure such information is:
- Visible on every page
- Simple to locate
- Easy to scan (as long as you keep it short)
If possible, I’d recommend you work with a designer. Stuffing a tagline into your header can muddle your navigation and interfere with your website’s usability.
Have any examples of nonprofits using a tagline effectively in their header? Or questions about incorporating one into your own website? I’d love to hear from you.