Don’t frustrate your prospects with a confusing info page.

frustrationWe have devoted several blog posts to the process behind story writing for nonprofits. That’s because the story is the emotional hook that engages readers and gets them curious about getting involved in your cause.

But that’s just the beginning of the journey.

Your goal with stories is to lead your reader to take action – to volunteer, donate, attend an event, purchase a product.

Let’s stick with the goal of bringing new volunteers into your program. You want your visitor, now inspired by an intriguing story, to click over to your ‘Volunteer Now’ page. So you embed within your story a hyperlink to your volunteer opportunities page. Or, you might choose to end the story with a button containing a clear call to action.

The content on the ‘Volunteer Now’ page needs to be clear and compelling so the visitor continues on. After all – to borrow language from the sales world – your story is your ‘teaser’ and your opportunities page is where you ‘close the deal.’

If your information page is not clear and easy to read, you risk frustrating the reader and losing a prospect that you worked so hard to engage. Here are some simple tips for populating a web page with copy that works.

  • Keep it simple. Limit your copy on the page and keep scrolling to a minimum. Hyperlink to additional pages if you have a lot to say.
  • Prioritize your information. Readers start to trail away after the first 200 words. Make sure your opening paragraphs convey the most important points.
  • Make the contact information clear and easy to find.
  • Use bold face, hyperlinks, buttons, etc. to draw attention to the action areas.

These tips may seem obvious, except if you start visiting nonprofit websites, you will see that these rules are seldom followed. Make your web page the exception and watch your inquiries spike.