Bridge Conference: 37 Must-Have Strategies to Better Engage Your Website Visitors
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Transcript of Bridge Conference: 37 Must-Have Strategies to Better Engage Your Website Visitors
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37 Must-Have Strategies to Better Engage Your Website
VisitorsSue Anne Reed, The Engage Group (@pmgengage)
Rob Manix, Defenders of Wildlife (@defenders) Allyson Kapin, Rad Campaign (@radcampaign)
#bridgeconf
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Design
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Keep your design simple and clean
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Keep your navigation easy to use
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Put your important messages first
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Make sure your website visitors know where you want them to go
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Use a prominent donate button
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Best practice◦ Make sure it matches your nonprofit’s other
materials ◦ Plan ahead before you start to code what colors
you want to use for your design, link color, text, etc.
Use a palette generator to find matching colors ◦ http://kuler.adobe.com/◦ http://colorschemedesigner.com/
Choose an appropriate color scheme
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Many tools available to help automate link checking ◦ http://validator.w3.org/checklink◦ http://home.snafu.de/tilman/xenulink.html
Test your links
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Use great images to help tell your story
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Find ways to incorporate video and other multimedia
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Create an easy to find sign-up form
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Give visitors a reason to provide additional information
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Have most important information “above the fold”
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Don’t make pages too long
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Include a clear call to action on every page
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Reduce the use of Flash
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Information
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Make your mission statement easy to find
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Tell compelling stories
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What impact are your activists, volunteers and donors having on your organization?
Find ways to tell stories
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Best practice ◦ Develop an editorial calendar to publish new
content on a regular basis Resources
◦ http://www.nonprofitmarketingguide.com/resources/email-newsletters/sample-editorial-calendars-for-nonprofits/
◦ http://lightboxcollaborative.com/2012_editorial_calendar
◦ http://www.slideshare.net/MyCharityConnects/editorial-calendar-13048865
◦ http://blog.hubspot.com/blog/tabid/6307/bid/33415/A-Step-by-Step-Guide-to-Efficient-Social-Media-Publishing-Template.aspx
Keep content fresh
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Build contact information into navigation or design
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Resources◦ http://
www.netwitsthinktank.com/search-engine-optimization-seo/master-seo-in-10-minutes.htm
◦ http://seo.grassroots.org/◦ http://social.razoo.com/2012/07/seo-101-for-nonpr
ofits/
Keep SEO in mind, but don’t overdo
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Use dynamic content when possible
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Best practice: ◦ Have a thank you page after people sign up for
your email list and donation
Don’t forget about your thank you pages
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Mobile
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Create mobile specific donation landing pages
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Resources◦ http://www.beaconfire.com/blog/2011/10/ten-best-
practices-for-mobile-design-usability/
◦ http://newyorkblog.foundationcenter.org/2012/03/if-youre-thinking-about-creating-a-mobile-web-site-for-your-nonprofit.html
Have a mobile landing site, but allow people to access the full website
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Resources◦ WordPress themes:
http://www.tripwiremagazine.com/2012/06/responsive-wordpress-themes.html
◦ Web gallery of responsive sites: http://mediaqueri.es/
Use a flexible/responsive layout to make your site mobile friendly
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Social
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Give website visitors ways to connect with you via social media
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Make content easy to share
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Incorporate social proof when possible
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Landing pages
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Create custom landing pages for special campaigns
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Remove navigation to make landing pages easier to navigate
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Have a clear goal for each landing page and remove any clutter
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Testing and tools
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What should be tested? ◦ Loading page times ◦ Link checking
Resources◦ http://code.google.com/p/linkchecker/◦ http://www.seochat.com/seo-tools/site-link-analyz
er/
◦ https://developers.google.com/speed/pagespeed/
Use Google website tools to test your website
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Know where your visitors are going on the site and optimize navigation
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View search results to explore how people are finding your site
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Give a friend $10 to make a donation on your website.
Ask them to try and break the page. Get their feedback on the user experience.
Test drive your donation page
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A/B test donation landing page to find the best conversion
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Contact Info: ◦ Sue Anne Reed
The Engage Group @Sue_Anne
◦ Rob Manix Defenders of Wildlife
◦ Allyson Kapin Rad Campaign @womenwhotech
Thank you and your contact info here
#bridgeconf
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Don’t forget to visit the Solutions Showcase!
Many of the ideas discussed today are on display at the Solutions
Showcase!
#bridgeconf