The Five Biggest Mistakes Nonprofits Make with Their Landing Pages

When organizations build their websites, a lot of time and attention is paid to their homepage. I understand why—but I would argue that we should pay just as much, if not more, attention to our site’s landing pages.

Landing pages are the gateway to your website. A user who enters your website through a specific landing page is typically closer to the content that she’s seeking than if she entered through the homepage. It’s like the difference between a driver dropping you off somewhere in the neighborhood or providing front-door service. Your landing pages get your visitors right where you want them.

That said, it’s important that your landing pages be designed correctly in order to increase conversions. Here are the top five mistakes that nonprofits tend to make with their landing pages—and how to fix them.

5. Too many options.

If you give people too many things to focus on, they won’t focus on anything. Their eyes won’t know where to go on the page, and they’ll get overwhelmed and leave. Understand how users navigate a page and make your design lead their eyes through the relevant information and to your one single CTA. We need to be singular in our focus.

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Jay Wilkinson

November 22, 2013

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