Unlike general web pages, landing pages are focused, goal-orientated and designed with a specific action in mind. For non-profits, that action might encourage visitors to sign up for a newsletter, donate, or pledge to a cause. But how do you create a landing page that resonates with your audience and drives them to take action?
Start with a Clear and Compelling Headline
When a visitor first lands on your website, the first thing they see is the headline. It should be concise and engaging, immediately communicating the value of your mission and how the desired action will support your cause. Align your headline with your audience’s values and ensure it is clear. For example, a headline like "Join Us in Providing Clean Water to Communities in Need" directly states the purpose and encourages involvement.
Use Strong Visuals to Tell a Story
Non-profits often have powerful stories that can be told through visuals. High-quality images and videos can be used to present a narrative that invokes a sense of empathy and connects visitors to your cause. Images of people help to create an emotional connection, making the brand or cause more relatable and engaging. For example, showing the direct impact of donations, like a community with access to clean water, can be far more compelling than just text. Ensure your visuals are relevant, and authentic, complementing the overall message of your landing page.
Craft a Persuasive Call-to-Action (CTA)
A good landing page has a clear CTA, making it obvious what action you want the user to take. It should stand out and be easy to find, usually sitting above the fold (so no scrolling is required to see it). Use action-orientated and punchy language to inspire people to act immediately. Phrases like "Make a Difference Today" or "Help Us Save Lives" can be more effective than a simple “Submit” or “Click Here.” Additionally, ensure the button is visually distinct, perhaps using a contrasting colour that aligns with your brand.
Keep the Design Clean and Focused
Non-profit landing pages should be free from clutter to help keep the visitor’s attention on the primary goal. A clean, minimalist design helps ensure the message is clear and that users aren’t distracted by unnecessary elements. Limit navigation menus, sidebars, or external links that could lead visitors away from your primary goal. Every element on the page should serve the purpose of driving a specific action.
Highlight the Benefits of Taking Action
Explain to the users why taking that specific action matters to your cause. What impact will their donation, sign-up or participation have? Use bullets, short paragraphs and easily digestible information to clearly highlight the benefits and outcomes of their support. For example, "Every £10 you donate provides a child with clean drinking water for a month" is specific and shows the tangible impact of their action.
Leverage Social Proof
People are more likely to take action when they see others doing so. Include testimonials, donor stories, or statistics showing the number of supporters who have already contributed. This not only builds trust but also encourages new visitors to join the cause. For instance, displaying a message like "Join 10,000 others who are making a difference" can be highly motivating.
Optimise for Mobile
With more people accessing websites on their mobile devices, it is essential that your landing page is fully responsive and looks great on any screen size. A mobile-optimised page improves user experience and increases the likelihood of conversions. Test your landing page on various devices to ensure it loads quickly and that all elements, including forms and CTAs, are easy to interact with on a small screen.
Use A/B Testing to Refine Your Page
Finally, even the best-designed landing pages can be improved. Use A/B testing to experiment with different headlines, CTAs, images, and page layouts to see what resonates most with your audience. By continuously testing and optimising your landing page, you can increase conversions and better achieve your non-profit’s goals.
Landing pages are a crucial part of any digital campaign and are incredibly valuable for non-profits looking to generate leads and inspire action for their cause. By focusing on clear messaging, compelling visuals, a strong CTA, and a simple, user-friendly design you can create landing pages which convert users into passionate supporters of your cause.
Ready to boost your non-profit’s impact with a well-designed landing page? Get in touch with our expert design team to see how we can help you make the world a better place.
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