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Stick the Landing {Page}


A former boss used to frequently remind me, “I don’t pay you to make sales calls. I pay you to make sales.” I think the same holds true for pay-per-click campaigns.

As a nonprofit marketer, if you aren't converting your landing page visitors into donors, members, ticket buyers, or at least capturing the lead, you’re only, "making a sales call." If you want to optimize your conversion rate, a smart place to start is by creating more effective landing pages. Here are six ways to turn those PPC appeals into active patrons.

1. Add Elements of Trust

Many first-time visitors may not be familiar with your organization or its mission. Establishing trust is critical. You can achieve this through professional design as well as including a brief mission statement, adding testimonials, certifications, security badges, and recognizable logos of partners and sponsors.

2. Get to the Point

As you know, the nonprofit landscape is ultra-competitive. Whatever appeal, program or event you are promoting, there are dozens of other organizations competing for those same patrons. Your appeal needs to be persuasive and demonstrate need — quickly. People are busy and easily distracted today. Give them just enough information to convince them to move forward.

3. An Impactful Headline

What’s the first thing a visitor sees when he or she arrives on your landing page? The headline. Be sure it’s succinct, on point, and relates to your audience and what is meaningful to them. You have to know what you are writing about and who you are writing to. If the language seems even slightly off, it will be off-putting to the reader.

4. Keep the Page Clean

Along the lines of getting to the point, don't confuse a potential patron by loading the page up with lots of options. Avoid extraneous links, complicated giving levels, navigation, and anything that could distract visitors from doing what you want them to do. Good, clean design cannot be understated.

5. Point Them to the Call-to-Action

What action do you want visitors to take? Design your visuals and copy to point them directly to the call-to-action. Don't make them work too hard to determine what you are asking of them. This is easy to test: Have someone view your page. Time them and see if they were easily able to understand your appeal and take the prescribed action on the page. Once again, professional designers know how to create CTAs that draw the eye, so good design is critical here.

6. Headline and Copy Should Match

Your headline should set the stage for what visitors are about to read. For example, if the headline is an appeal to support a program for feeding children, the body copy should not start off by talking about programs for seniors, or education initiatives. The headline and body copy need to perfectly align or visitors will quickly bounce.

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