In a previous blog, I emphasized the importance of non profits designing fundraising emails that link to dedicated landing pages on your website. Here are 5 tips for designing and writing landing pages that convert visitors to assets to your charity.
- Eliminate site navigation. The only navigation you want on your landing page are links to (1) your action page and (2) possibly, if you are offering a premium, a page that tells more about the premium. This keeps visitors focused on your offer rather than allowing them to get sidetracked while browsing your site.
- Design a header that matches your email header. Don’t use the same design as your main site unless that is the design you used in the email header. While organizational branding is important, you can design website landing pages with compatible yet different headers.
- Write an action oriented headline. The headline should lead people toward the action you want them to take but still speak directly to what’s in it for them. The headline also needs to be similar to or even the same as the headline and/or subject line in the email. This avoids confusion about whether or not people clicked to the right web page.
- Use fonts that are proven as easy to read. Headlines should be in at least 12 point Times New Roman or Arial font. They should not be all caps (capitalize only the first letter in all words of the headline except articles). Body text should be at least 12 point Arial.
- Lead visitors to the action you want them to take. Explain the offer, but don’t over explain. Explain the benefit to the visitor. Include the Who, What, Why, How and Where. Use at least 500 words that are written to “you.” One of the most common mistakes I see is organizations writing to themselves rather than the people they’re trying to sell. Have at least 3 places where people can click to the donate page, and make these links benefit and action oriented (e.g., Click Here to Help Save Lives).
In another blog, I’ll explain specifics writing techniques for non profit e-appeals and landing pages.