Do you know the five key elements to optimize landing pages? Or taking it back a step, do you know what landing pages are used for? Landing pages are often thought of as just simple pages on your nonprofit website. However, optimized landing pages should be a critical part of your nonprofit’s marketing efforts. In fact, landing pages are game changers to convert website visitors to the actions you want them to take if they are done correctly. Want to increase donations, improve event registrations, get visitors to download more of the resources you provide, or compel people to sign up for your monthly newsletter? Then read further to learn how to optimize landing pages to reach the conversion goals you’ve set.
What Is A Landing Page?
To put it simply, a landing page is part of a marketing campaign that exists as a standalone page that tells your visitors what you want them to do and why they should do it. As a nonprofit, you use a link to specific landing pages in your fundraising channels – such as paid Google ads, emails, social media posts, and radio ads – to encourage donors and supporters to take a specific action like “donate today” or “register for this event.” These calls to action are what set landing pages apart from other web pages that provide other information such as an About Us or Blog web page. When it all comes down to it, the two main goals for your landing page should (1) engage your website visitor and (2) compel them to act.
So, how do you know which type of landing page to use for different marketing campaigns? There are different types of landing pages based on what you are trying to inform your website visitor about.
Types of Landing Pages
Different landing pages are created based on what information you’re trying to get across to your website visitor. With nonprofits, the typical landing page types have to do with events, advocacy, fundraising, and name acquisition. Each of those types of campaigns have goals they must reach. It’s important to ensure optimize landing pages to include the information and elements they need to compel visitors to act and help you reach those goals. But before we give you those elements, let’s briefly discuss the visitor experience.
The Visitor Experience On A Landing Page
So often, people just want to jump right in to drafting content for their new landing page. If that’s you, don’t worry, you’re not alone. First, you should think about the experience you want your visitors to have.
- Be Concise. It’s easy to get excited about a topic and want to include all the information you can about it. But on a landing page, it’s important to skip the long narrative and be more straightforward with the information you’re sharing. Get to the point - explain the need, then tell the action you want visitors to take.
- Express Urgency. Oftentimes, your campaigns have deadlines that are tied to pressing needs and goals of your nonprofit and the community you serve. It’s important to communicate that sense of urgency so your visitors stay engaged and act right away.
- Keep it Simple. You’ve probably heard it said, “When in doubt, simple is better.” We agree. Don’t make your landing page difficult to navigate or overly designed just so it looks cool. Remember, we want your visitors to easily understand your needs, and then to take action.
Once you’ve got the visitor experience in mind, you can start drafting your content and include these five key elements to optimize your landing pages.
5 Key Elements to Optimize Landing Pages
- Headline. The headline and optional sub-headline of your landing page are what show up on digital ads and search engine results. Remember to use keywords in your headline and make them compel visitors to your landing page. Tip: Your headline states what your landing page is about; your sub-headline expands on that and attracts interest to click and read more.
- Supporting Image/Video. The supporting image (also known as the hero image) or video are used to add value to the headline. It typically gets used as the thumbnail image in ads and search results. Remember, a picture is worth a thousand words, so make sure it encourages visitors to click through on your ads. And on your landing page, make sure that image is relevant to the headline. Tip: Image/video should be relevant, clear, and short to grab the visitor’s attention.
- Offer + Benefits Copy. You want your copy to provide clear, concise information about the need, whether it’s an upcoming event you want visitors to attend, an opportunity for visitors to advocate for your nonprofit, a program you need donations for, or the reasons why a visitor should give you their contact information (maybe a downloadable resource). But don’t stop there. Visitors want to know what’s in it for them if they take action, so make sure you include benefits they will receive. Tip: Separate your copy with subheadings and bullet points to make it easier to follow and read.
- Proof of Credibility. You want potential donors and supporters to trust you, right? Many visitors will read your copy and they are really tempted to take action, but they need reassurance that they are making the right decision. That’s where selling your credibility comes into play. The best way to do that is with testimonials from your current donors, supporters, and volunteers. Tip: Link to reviews and testimonials that indicate you are a credible nonprofit and visitors can trust you.
- Form. This is where you get your “conversions'' on your landing page. It’s why your landing page exists. It’s the action you want visitors to make whether it’s a donation, an event RSVP, or a download of resources. Tip: No one wants to fill out a lot of information - that’s scary and intrusive. Make the form short and easy to complete.
Your landing pages are the key for conversions - donations, RSVPs, downloads, signups - for each of your marketing campaigns. Landing pages can be game changers when it comes to meeting your goals. If you need some assistance and direction on how to ensure your landing pages will be successful, reach out to us! Our account managers and trainers are happy to provide tips and best practices.