Depending on your organization, this page could be called Programs, Services, Issues, How We Help, Our Approach or something similar. Basically, it’s a top-level page that serves as an umbrella for the sub-pages that describe what you do in greater detail.
Put the user first.
Nonprofits oftentimes go wrong here by thinking about themselves first. The user doesn’t need to know what you do based on staffing or your strategic plan. They simply want to find a topic that interests them, learn more about how you approach it and find a way to participate or help. Put their goals first by asking, “What do our target audiences want to accomplish here?”
Reiterate your mission.
Connect your cause to what you do. For people that land on this page without visiting other parts of your site first, include a restatement of your mission to help people better understand how your programs tie into your overall goals.
Explain the model or process.
If your organization follows (or created) a specific model or approach, consider introducing it here and linking to a separate page for more in-depth information. This helps add context to the programs or services you offer.
Organize programs logically.
Make it easy for a visitor to find the program that meets their needs and interests by grouping like services together. This could mean organizing by age group or demographics of those served, the service area where programs take place, the issues/topics that each address, and so on.
Offer brief and clear explanations.
Don’t expect visitors to recognize programs and services by name. Try to answer who, where, how, and why in a brief description of each item. Link to the related page to dive into greater detail.
If you’re still feeling stuck on how to approach your content, find even more helpful tips and real examples in our post, “Best Practices for Nonprofit Service and Program Pages.”
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