How to Write Landing Pages That Convert
We spend considerable amounts of time driving traffic to our pages through advertising and link building and SEM, but unless you have a killer landing page that convinces visitors to support your charity then, well, what’s the point really.
The reason for a creating a targeted landing page is to expand upon the message of the advertisement or link and convince the visitor become a donor or to take some other specific action that supports the the goals of your organisation.
To do this we need to create landing pages that help to build trust, credibility, and understanding, and therefore compels them to act, before your prospective donor loses interest and bounces along to another web page that grabs their attention. So how do you go about this? Here are some thoughts to get you started.
1. Make your cause easy to articulate
It’s important that you make the reasons for donating clear and easy to articulate on your landing page. In one sentence, how can you summarize what it is your nonprofit does? It’s your responsibility to give supporters the vocabulary and understanding to explain what you do. You need to explain it to potential donors, and those donors need to be able to explain it to themselves and to others in conversation. The easier it is to articulate, the easier it is to understand.
2. Explain why they should care
This is your opportunity to show potential supporters why they should care. Any time you’re offering something to your prospects, be clear about exactly what it is you are asking them to support. Don’t make the mistake of talking about your organisation. Concentrate on the campaign by showing them what the problems are and how you are seeking to address them with their support
3. Show where the money goes.
If I’m giving to a cause, I want to know what the amount of money I’m donating will enable. The more specific the better. Its much easier to visualise to connect to something that is tangible than an ephemeral cause.
Not only do you need to tell people what they’re supporting, but you also need to give would-be donors tangible examples of how their donations will be used to address the problem you’re trying to solve. Let them know how their dollars will make an impact and be clear about the expected result.
Include easy-to-understand pie charts and clear descriptions of where your money comes from and where it goes. Use reader-friendly language that a donor can quickly scan and understand in under 30 seconds. No jargon or complicated (read: boring) copy that makes donors’ eyes glaze over.
4. Show your results
Highlight what results have already been made possible by other donors and continue to report on your organization’s work. If it’s not easy to find stories and photos that illustrate your progress, donors may assume you have none to share. Include photos of past successes on the donation landing page to remind visitors you know what you’re doing.
5. Create targeted landing pages
The more targeted your landing pages are, the more aligned they’ll be to your specific visitors’ needs, making it much more likely they’ll be enticed to convert on your offer. If you’re promoting a landing page to a segment of your prospects that you’ve identified as having interest in a certain topic or having a specific need, tailor the landing page to speak to those needs and address those topics.
6. Share testimonials on your landing page from supporters and experts
Social proof can be an effective way to encourage website visitors to become donors. As social creatures, humans tend to place greater value on things that other people have already approved.
You can use recommendations and testimonials from supporters or experts that share their experience of your charity as away to ease a prospects’ decision to support your campaign.
7. Great financial information
Numerous studies have shown that both individual donors and financial advisors consider “financials” as the most important piece of information when deciding whether or not to make a donation. For both groups, info on the “effectiveness” of an organisation was listed as second most important. Both types of information, if easy to find and effectively presented, can help engender a sense of trust.
8. Showcase your past successes
To convince potential donors that they can make a difference means you need to show them what you have achieved so far on your landing page.
Nothing inspires confidence like a proven track record. If you’ve achieved success in the past, shout it from every metaphorical rooftop you possibly can throughout your website.