Landing pages exist with the singular intent of driving visitors to take a specific action, which is completed by filling out a form. Landing pages are all about forms—literally. Their sole purpose is to obtain information from visitors through the form included on the page.
When done correctly, landing pages can help your nonprofit connect with people you might otherwise have missed.
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Your nonprofit can use landing pages to promote a variety of actions. Just not all at once. A landing page should prompt people to do one specific thing. And, your prompt needs to be compelling.
A poorly put together landing page won’t drive conversions. Overwhelming amounts of text, pages with 10,000 different things going on or multiple calls to action confuse and distract visitors from your intended purpose. You need to be as compelling and clear as possible in driving visitors to take action. Here are 4 lessons in landing page basics to help you do just that.
Don’t be a bore
You’ve made it past the first hurdle—a visitor is on your landing page. Now it’s up to you to keep a hold of their attention. Be interesting. Use a powerful photo. Play a short, compelling video. Highlight relevant examples of your impact.
World Vision does a fantastic job of showing supporters who and how they’re helping with beautiful photography and relevant tidbits of information.
Foster a connection between your visitor and the action you want them to take. The more connected a visitor feels to your nonprofit, the more likely they are to act.
Content should be clear and concise
But, don’t go overboard in developing that connection. You want visitors to take action, not get lost in a sea of words. This isn’t the place to go into extensive detail on your mission, your impact and the role supporters play in everything you do. The more text on your landing page, the more momentum you lose.
This UNICEF landing page shows how effective using just a few words can be in getting your point across.
Focus on your goal. What action do you want visitors to take in this moment? Write about that. Be compelling, but be brief.
Forms need to be short and sweet
Chances are, you’re looking to get some personal information from visitors on your landing page. But here’s the deal, people don’t like giving away any more information than is absolutely necessary. People also don’t like spending a lot of time filling out online forms. The more questions you ask, the more likely your visitor is to bounce.
Feeding America includes only the basics in their donation form: How much are you giving? What’s your billing information? That’s it. Nothing else is needed to complete the action they’re asking visitors to take.
Only ask for information that is absolutely necessary to complete the action. If they’re signing up for a newsletter, do you really need more than a name and an email address? If you’re looking for donations, is it really necessary to ask for more than their name, donation amount and billing info? Probably not. Keep it simple and increase your conversion rates.
Add a little social proof
You’re asking visitors to act in a specific way, so it’s not a crazy idea to highlight the number or thoughts of people who have taken this same action. Social proof is a powerful tool.
Charity:water does an amazing job with social proof on this landing page. Not only do they tell you how many people have taken the pledge, they show their faces, which just adds to the impact this makes on a visitor.
If a visitor sees an impressive number of people signed up for your nonprofit’s newsletter, or reads a powerful quote from one of your volunteers they’ll be more inclined to take action.
Landing pages can be a powerful tool in driving action that benefits your nonprofit. Hopefully these tips help boost your landing page conversion rates.
Does your nonprofit use landing pages? Do you have any tips to add to our list? We’d love to hear from you in the comments.
Image courtesy of Markus Spiske