A nonprofit organization’s first impression for many potential donors, supporters, and volunteers is through its website. But how is your website found in the first place? If someone is searching for local nonprofits, will your organization come up on the first page of SERPs (Search Engine Results Pages)? This is where employing nonprofit SEO techniques comes in.
Whether a website visitor is compelled to learn more about your organization or leaves within moments of arriving depends on whether your website has content that draws them in further. There are some proactive tips on how to create website content that not only focuses on being result-oriented but also welcomes your website visitors to learn more about your organization and show interest in getting involved.
Here we’ll review several ways to create engaging, SEO-friendly content for your website.
Bring Website Visitors Through the Journey of Your Mission
An important part of making your first impression with new website visitors is to show them who you are and how your organization fulfills its mission. A blueprint for how your nonprofit website content should walk your website visitors through your organization’s journey is by answering these questions:
- What problem is your organization solving?
- What inspired your organization’s mission?
- How are you solving it?
- How can someone get involved or support your organization?
DoJiggy Client: Sunshine Kids
Research the Right Keywords
Strategically using search engine optimization (SEO) is an essential step in developing great non-profit website content. With so many people utilizing the internet to learn more about non-profit organizations, the keywords that appear in your content are significant to how new visitors find your website. There are several free keyword research tools available to research the best keywords for your organization (check out UberSuggest). By choosing the right keywords for your organization, which are not too competitive but still highly used in online searches, your website can be better positioned in search engine results when visitors are searching for a non-profit organization.
Utilize Keywords Strategically
Once the keywords are established, integrate them into the right places. This includes incorporating certain keywords into section headers (H1 and H2 tags), meta description (which is a brief description of your website that appears in your search engine results), and dispersed throughout your nonprofit website content. Of course, the website content should sound organic and keywords cannot be haphazardly placed for keyword density. However, there should be a conscientious effort to incorporate the keywords frequently enough to make your website relevant in certain internet searches.
Utilizing an on-page tool such as the Yoast SEO Plugin will help you get this right. That’s why all of DoJiggy’s non-profit websites built on the WordPress platform include the Yoast plug-in integrated right into your publisher. This integration makes it simple to check that these on-page factors are being optimized.
Create a Visually-Friendly Layout
Website content should be emotion-driven but concise. A great way to achieve both is to use powerful images and infographics. Images really are your best friend for presenting your mission. When there are just a few seconds to catch someone’s attention, the best approach is to present them with captivating images that capture the heart of your organization. An ideal image to welcome your website visitors are professionally edited images of your organization making an impact. Show your mission by highlighting the animals, children, elderly, homeless or whomever your target audience is for your organization’s mission.
DoJiggy Client: Easel Animal Rescue League
Another great image type that can communicate your message concisely is infographics. Numbers in a sentence aren’t as impactful as an infographic that can illustrate important statistics about your achievements. This may include the number of people in need of your organization’s assistance, how much money has been raised to help a certain number of people, goals achieved that can be quantified, or other helpful information. These statistics communicate transparency and clarity about your organization and how effective the organization is at achieving its intended goals.
Build Easy to Read Sections
Reading long paragraphs to understand what the organization is doing can be cumbersome. Many website visitors are looking to understand what the organization is doing within the first few moments of visiting a website. That’s why websites should be separated into easy-to-read and concise sections, accompanied by images that complement the message. If the website content of the home page is in text, communicate the information within a few sentences or less, leaving the rest of the job to images and infographics. Each section should lead the visitor to the next section without overwhelming them with too much information but still inviting them to learn more.
Present Clear Calls-to-Action
A call-to-action is an intended action for a website visitor. The call-to-action can be to click a button to donate, volunteer or purchase an event ticket, or it can be to subscribe to the organization newsletter. Great non-profit website content makes it clear what the website wants the visitor to do to help contribute to and support the organization. Here are some helpful tips on calls-to-action:
- Make the Call-to-Action Button Easy to See: The button (whether it’s to donate, volunteer or purchase something) should be a noticeable size, text style (such as bold or capitalized) and color that makes it clear to click. The color should be cohesive with the color scheme of the website, but still prominent to the website visitor. This button should also be easily found on the home page.
- Consistently Place the Call-to-Action Button on the Site: Even if the visitor is on a site that does not relate to the primary call-to-action of the website (such as to donate towards supporting the cause), the call-to-action button should be consistently placed in the floating menu bar at the top or bottom of the page. Even for secondary call-to-action buttons, such as following on social media or subscribing to the newsletter, these buttons should also consistently appear on every page’s header or footer.
- Ending the Non-Profit Website Content with the Call-to-Action: All website content should give something that is easily actionable for website visitors. The last section of the home page should explain the ways to get involved with your organization, which includes the call-to-action buttons to easily lead the visitors to how to get involved.
With call-to-action buttons throughout the website, website visitor activity can be tracked and analyzed to see if your nonprofit website content needs improvement to be more effective.
Utilize Internal and External Linking
Great nonprofit website content invites website visitors to learn more by offering relevant links to other content pages. Hyperlinks may be internal (on your website) or external (linking to another website).
The purpose of internal links is to lead website visitors to different pages within your website that they may be interested in learning about. Internal links also help Google determine what your most important content is – pages that have many incoming links are your important pages. Remember that the longer a website visitor stays on your website, the more likely they will convert to become a supporter, donor or volunteer.
External links lead to web pages outside of your website, which can be helpful when building partnerships with other organizations and sponsors, as well as offering value for organizations and companies to want to work with yours to gain more exposure.
Following these SEO tips will help build great website content that will make website visitors want to learn more, convert more visitors to get involved, and offer opportunities to analyze helpful statistics to keep improving your website content.