Are you wondering what to put on your website? The information you provide on each page is a critical part of reaching your marketing and fundraising goals. Using our expertise in nonprofit web design and content strategy, we’ve put together our top web page content tips to help you with some of the most important pages on your site.

Pages a Website Should Have

Before you can get started drafting web page content, you’ll need to decide on the structure, that is, what pages will be on your site and how they’ll be organized. Building your organization’s first website offers a tricky blank slate. It can be hard to know which pages you need until you start putting together all of your content.

Similarly, if you already have a website that you’re looking to improve or redesign, you have a good opportunity to rethink what your website should include — starting with each page’s content.

To work through this process of deciding on the pages you need and how to they’re organized, we suggest you start with the following resources:

  1. Our guide to common website structures, offering sample website structures and the pages needed for each based on the type of work you do as a nonprofit
  2. Our process for developing target audience personas, an exercise that helps you hone in on the people you want to reach and determine the types of pages you need to help them
  3. Our beginner’s website content guide, which walks you through how to plan for your site’s pages as well as style and format your web page content to make it readable

Once you’ve decided what pages your website will include, it’s time to start writing and editing!

How to Approach Your Content

It’s not uncommon to browse nonprofit websites and land on pages with little information. This can signal to your visitors, as well as search engines, that there’s not much value offered on the page or on your site as a whole.

Creating quality web page content is important for the flow of users throughout your site and to motivate them to take action. It’s easy to forget that someone can land anywhere on your website, not just the homepage. What happens when they enter on a page that seems forgotten, outdated or a low priority? They’ll treat it as a low priority, too.

It doesn’t take long for a visitor to leave your site completely if they don’t think they’ll find what they’re looking for or were promised.

But good content also offers you some perks! If the information on your site is easy to find and understand, fewer people will reach out to you confused about who you are and what you do. And should someone come to you with questions, you’ll have the exact right place to direct them to get the answers they need.

The time it takes to gather good content is worth the effort for you and your visitors.

Content Ideas for Essential Pages

If you’ve followed best practices for creating your website structure, the pages listed in your primary navigation will likely get the bulk of your visitors. These essential pages serve as guideposts, pointing people to the places they want to go. They also help set the tone for a visitor’s experience, so it’s crucial that their content is strategic, comprehensive and engaging.

Illustration showing location of the primary navigation of a page

Each chapter in this guide outlines content for these essential pages, such as About Us, Programs, Get Involved and Donate. We’ve also included web page content ideas for other pages that most nonprofits include in their sites. Feel free to adapt them to fit your organization!

Click On a Page to Get Started

Free Web Page Content Checklist

If you don’t have time to get through the whole guide today, don’t worry. Bookmark this page for later and get our free checklist instead. We’ll send you special access to our top tips for each page in format that’s easy to customize and print out for your nonprofit.

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