Why your charity website might not convert, and how you can fix it today
A website is often the first step in building the relationship between charities and potential supporters.
Whether someone is Google searching, deliberately looking for your site or has stumbled across it through another form of marketing, your website needs to hold attention, build trust and engage an audience. And all within the first few seconds.
Unfortunately, not all websites were created equal. While you might have plenty of traffic, if visitors aren’t taking any action once they arrive, efforts can be futile.
While an efficient website is a valuable piece of your marketing puzzle, in these times of social distancing, it’s now more important than ever that a charity website maximises the opportunity from every single visit. Not only from a branding perspective but also to increase fundraising efforts.
Detailed analytics will tell you how successful a website is. Reports can clearly show who’s signed up, donated or left your site as quickly as they arrived.
If your website isn’t converting, here are some potential reasons why, and how you can fix them starting today.
Your goals aren’t clear
Often a website doesn’t perform simply because it’s not clear what it’s supposed to achieve. If reports highlight that traffic visits the site but no donations or signups are made, the objectives need to be clearer.
How to fix it: Brainstorm and define the primary and secondary goals from the site. Is the primary purpose to take donations, sell tickets, or build an email list? This clarity will form the basis for the content and make sure the two are aligned.
The copy is non-existing or non-engaging
An essential element of a charity’s success is its ability to tell a story. The homepage copy should be a minimum of 300 words and tell the story of the charity, the people its helped and let potential supporters know how they can get involved.
How to fix it: Engage with a copywriter or a marketing expert to get an outside perspective on how to create content that will build instant engagement while telling your story.
The layout isn’t simple
You may only have a few seconds to gain attention, but that doesn’t mean all the information needs to be presented immediately. If the website is too cluttered and doesn’t clearly define what the visitor should do, it can have a detrimental effect and send visitors looking elsewhere.
Fix it today: Present copy in smaller blocks, space out the call to action buttons and highlight titles, so they stand out.
Too few call to action buttons
Adding a ‘contact’ button at the end of a homepage isn’t enough to prompt the website viewer into taking action. Your content might be interesting and engaging, but if you want someone to take action, you must make it clear what the audience should do and how they can do it.
Fix it today: Clearly define the call to action (just one per page, any more than that gets confusing), whether it’s to ‘donate’, ‘sign up’ or ‘request further information’, add a minimum of three calls to action buttons that quickly and easily take the visitor to the appropriate page.
It’s not optimised for mobile
While you might build a website on a desktop, it’s important to remember that many of your visitors will be viewing the site on a mobile or tablet. If it’s not optimised, the user experience will be compromised leading to frustration and confusion.
Fix it today: In 2020, your website must be optimised for mobile. Discuss with your web developer to take the first steps.
It doesn’t integrate with internal systems
To achieve the most success, the website must be integrated with an email database, payment gateway and CRM. Not only does this help you gather data required to build relationships, but it also helps you analyse the success of campaigns.
Fix it today: SupporterHub provides an SaaS solution that integrates websites with all internal programs. This integration helps you assess traffic to capture data that will strengthen relationships of existing and future supporters.
The images aren’t engaging
If your images are irrelevant, of poor quality or fail to hit the emotion sweet spot, they’ll quickly deter website visitors. Carefully chosen images can appeal to the emotive side of your audience and help tell more of your story.
Fix it today: Go through your image library and choose those that are of good quality and engage with the viewer. Images of people (particularly with eye contact) can really create engagement that leads to action.
No contact details
Some people visit your website simply to find a phone number. Contact boxes are useful but sometimes people want an immediate answer. Contact details also build trust and credibility which potential donors are often looking for.
Fix it today: Always make sure you’ve included a phone number on your page for those warm leads who are looking to take action.
Detailed analytics can tell you who visited your site, how they found it, how long they spent and the actions taken. It’s important to regularly assess analytics to make sure your website consistently helps you meet your goals.
To find out how SupporterHub’s structured reporting module can help your charity achieve your goals, contact us today to find out more.