Creating a Nonprofit Landing Page that Converts

If your nonprofit landing page isn't getting donations or sign-ups, you're not alone. The average landing page conversion rate across all industries is only 4.3%. But let’s help your nonprofit beat those odds! 

A good nonprofit landing page should effectively explain your mission, connect with visitors, and inspire them to take action. In this guide, we'll look at some real-world nonprofit landing page examples that do exactly that. 

You'll learn simple and practical ways to make your own landing page more successful, engaging, and helpful to visitors. Let's explore how to turn more visitors into supporters.

Why Nonprofits Need Effective Landing Pages

If your nonprofit has a website, you might wonder why you need landing pages. Aren't they just regular pages? Actually, they’re not the same thing. 

A landing page for nonprofit organizations has one specific purpose: to encourage visitors to take action. That action could be donating, signing up for an event, or joining a mailing list.

Your homepage has many links and information that can distract visitors. A landing page cuts out distractions and helps people focus only on what you want them to do.

Here’s why your nonprofit should create effective landing pages:

• More donations and sign-ups: Visitors know exactly what to do.
• Clear messaging: Less distraction means your message stands out.
• Better data: Easier to track who responds to your campaign.
• Improved ad results: Better landing pages make online ads more effective.
• Higher visitor trust: Clear, focused pages build credibility with supporters.
• Easy testing: You can quickly test different headlines, images, or messages.
• Reduced bounce rate: Visitors are less likely to leave quickly because the message matches their expectations.

Research shows that sites with 10 to 15 landing pages get 55% more leads than those with fewer than 10. Even better, having between 21 and 40 landing pages can boost conversions by almost 300%. And nonprofits with 40 or more landing pages can see conversions jump by up to 500%.

Clearly, adding landing pages to your nonprofit's website can make a big difference.

1. Define the Objective of the Landing Page

Before you start creating your nonprofit landing page, decide what you want visitors to do. Are you seeking donations, volunteers, event sign-ups, or just raising awareness? Each of these goals needs a different approach.

For example, if your goal is getting more donations, your landing page should focus completely on why people should give and how easy it is to help. 

But if you're recruiting volunteers, you'll need to highlight opportunities, the benefits of volunteering, and how someone’s support makes a real difference.

Always match the goal of your landing page to your organization's bigger mission. That way, visitors will immediately see how their actions directly support your cause. 

2. Understand and Identify Your Target Audience

To make your nonprofit landing page successful, you need to understand who you're talking to. Every visitor isn't the same. Some might be longtime supporters, while others might have just heard about your organization for the first time. 

Understanding their needs, interests, and motivations helps you speak directly to them.

Start by doing some simple audience research. Find out details like age, location, values, and what motivates them to support your cause. For example, younger visitors might prefer quick and easy online donations, while older supporters might appreciate detailed stories about how their support helps.

Once you gather this information, create audience personas. These are simple profiles that represent typical visitors to your landing page. Give each persona a name and describe their interests, why they care about your mission, and how they prefer to help.

For instance, one persona could be "Sarah," a college student who wants to volunteer because she cares deeply about local issues. Another could be "Mike," a retired veteran who prefers donating to programs that support families in need.

These personas will help you design your landing page for nonprofit organizations. You'll know exactly what words, images, and messages will resonate best with your audience and encourage them to take action.

3. Craft a Compelling and Clear Headline

Your landing page headline is the very first thing visitors see. The headline on your nonprofit’s landing page needs to clearly show visitors why they should care and keep reading.

Here’s how to write a great landing page headline, step by step:

Step 1: Keep it Short and Clear

Use simple words so visitors instantly understand your message.

Step 2: Talk Directly to Your Audience

Your headline should show that you understand what visitors care about. Highlight their needs, interests, or emotions.

Step 3: Include a Clear Benefit

Tell visitors exactly how their support helps. For example, "Provide Warm Coats to Kids This Winter."

Step 4: Add Specific Details

Specific headlines are stronger. Instead of saying “Support Our Mission,” say something like “Help 50 Families Have Healthy Meals Tonight.”

Step 5: Use SEO Keywords

Include keywords your audience might use when searching online. 

For example, if you're targeting people who want to support education, your headline might be "Donate to Support Local Schools." Using keywords helps your nonprofit landing page appear higher in online searches.

Step 6: Test and Improve Your Headline

Try different headlines to find out what connects best with your audience. Look at nonprofit landing page examples to see how successful organizations use strong headlines with clear keywords.

4. Develop Engaging and Relevant Content

Once visitors land on your nonprofit landing page, your content should clearly tell them why they should care. The best way to do this is through stories. People connect emotionally when you share stories about real individuals or communities your nonprofit has helped.

For example, if your organization provides food to hungry families, tell a short story about a family who now has regular meals because of support from people like your visitor. 

These personal stories make visitors feel connected and show the real impact of their actions.

Include clear details or statistics alongside your stories. For example, "We’ve served over 1,000 meals this month thanks to supporters like you," showing visitors exactly what their help accomplishes.

Keep your language simple and easy to understand. Avoid confusing words or complicated phrases that visitors might not know. The clearer your message is, the easier it is for visitors to decide to support you.

Finally, balance the amount of content you include. Too little content might confuse visitors, but too much can overwhelm them. 

The most effective landing pages for nonprofit organizations are about 500 to 1,000 words. This length provides enough information to clearly guide your visitors toward the action you want them to take, without losing their attention.

Landing pages written in first-person language get 90% higher conversion rates compared to those that don't.

5. Incorporate Strong Visual Elements

When visitors come to your nonprofit landing page, visuals can make a huge difference in how they respond. People connect better when they see real images or videos that clearly show the work you do and who it helps.

Instead of using generic stock photos, choose images that show actual moments from your nonprofit’s activities. For example, show volunteers planting trees or families benefiting from your services. Authentic photos of real people help visitors feel closer to your cause.

Videos are especially effective. In fact, landing pages with videos can boost conversions by up to 86%. Short videos telling personal stories or showing your nonprofit’s impact encourage visitors to take action.

Also, pages with real human images convert 45% better than those using generic stock photos. Visitors trust what they see when it feels real and personal.

Don’t forget to optimize your visuals to keep your landing page fast and user-friendly. Large images and videos can slow down loading times, causing visitors to leave before the page fully appears. 

Keep file sizes small without sacrificing quality so visitors have a smooth experience and connect quickly with your mission.

Looking for stock images? Here are the Top 10 Websites To Get Free Stock Images For Nonprofits.

6. Prioritize Mobile Optimization

Most visitors to your landing page are viewing it from their phones. In fact, about 82.9% of people now access landing pages from mobile devices. That means your nonprofit landing page must look great and work smoothly on smartphones and tablets.

Make sure your landing page is fully responsive. This means the page adjusts automatically to fit any screen size, so visitors don't have to zoom in or scroll sideways to read your content.

It's also important to use forms and buttons that are easy to tap on smaller screens. Keep forms short and simple so visitors won’t struggle to type on their phones. Use large, clearly labeled buttons to help visitors easily take action—like donating or signing up.

These simple steps make your landing page user-friendly and ensure visitors have a positive experience, no matter what device they use.

7. Enhance Loading Speed

One important thing nonprofits often overlook is the loading speed of their landing pages. Visitors expect your page to load very quickly—ideally in less than 3 seconds. As your landing page takes longer to load, visitors become more likely to leave without interacting with your content.

Optimize your images, videos, and scripts to keep visitors engaged . Large files can significantly slow down your nonprofit landing page, causing frustration and higher bounce rates.

In fact, every extra second matters. As your page load speed increases from 1 second to 3 seconds, visitors' chance to leave jumps by 32%. If loading time stretches to 5 seconds, you're looking at a 90% increase in bounce rate.

When your page loads quickly, visitors stay longer and interact more, which means a higher chance of donations, sign-ups, or event registrations. Optimizing your landing page speed ensures your visitors have a smooth experience, increasing their likelihood to take action.

8. Establish Trust and Credibility

Visitors to your nonprofit landing page need to trust your organization before they choose to donate or get involved. Building trust starts by showing visitors that your nonprofit is honest and reliable.

One effective way to do this is to share testimonials or stories from people you've helped. Real beneficiary stories help visitors see exactly how their support makes a difference. You can also feature quotes from supporters or volunteers about why they trust and support your mission.

Another way to build credibility is to show logos of respected partners or organizations you’ve worked with. Visitors feel more confident when they see that other trusted groups support you.

Transparency is also important. Clearly tell visitors how their donations are used. Provide simple explanations, like "Every $20 donation feeds a family of four," or "80 cents of every dollar goes directly to our programs." This helps visitors understand exactly how their support will help.

9. Design a User-Friendly Layout

The layout of your nonprofit landing page can greatly impact how visitors feel about your organization. A clean, clear design helps visitors easily find important information without feeling confused or overwhelmed.

Did you know that 75% of visitors judge your nonprofit’s credibility based only on how your page looks? That means having a user-friendly layout is important to building trust.

Use plenty of white space to separate sections clearly. White space helps visitors focus on each part of your message without distractions. It also keeps your page from looking cluttered, making it easier to follow.

Arrange your content logically, starting with the most important information. For instance, clearly state your purpose, then tell visitors how they can help, and end with a simple call to action.

Your layout should smoothly guide visitors toward the action you want them to take, like making a donation or signing up as a volunteer. Using clear headings, short paragraphs, and simple buttons will help visitors understand exactly what steps to take next.

10. Create a Prominent and Clear Call-to-Action (CTA)

Your nonprofit landing page should clearly tell visitors exactly what you want them to do. This is called your "call-to-action," or CTA. A strong CTA makes visitors more likely to follow through and support your cause.

Make your CTA button easy to see. Choose bright colors that stand out against the rest of your page. Place it prominently, usually at the bottom, after visitors have read your message. In fact, putting your CTA button at the end of the landing page can boost conversions by 70%.

The words you use on your CTA button matter a lot. 

Keep it short, simple, and action-oriented. For example, use phrases like "Donate Now," "Sign Up Today," or "Join Us." Clear wording helps visitors understand exactly what they'll achieve by clicking.

Avoid giving visitors too many actions to take. Stick to just one main CTA on your landing page. Having multiple buttons can confuse people and reduce the chance they'll take action. A clear and specific CTA can improve your conversion rate by as much as 161%.

11. Optimize Your Nonprofit Landing Page for SEO

SEO stands for "search engine optimization." It helps your nonprofit landing page appear higher in search results so more people find your organization online. When your landing page ranks higher, it gets more visitors, which means more support for your cause.

Start by doing keyword research. Keywords are phrases people type into search engines like Google to find information. Look for keywords related to your nonprofit, such as "animal shelter in Chicago" or "how to donate to food banks." 

Using the right keywords helps your page reach visitors who care about your mission.

After choosing good keywords, use them throughout your landing page. Include them naturally in your content, titles, and headers. For headers, use clear tags like H1 for your main title, H2 for subheadings, and H3 for smaller sections. 

This helps search engines understand the structure of your page.

Also, optimize meta tags—these are short descriptions that appear in search results. A clear, relevant meta tag encourages visitors to click your link. And don’t forget descriptive alt-texts for images. Alt-texts clearly explain what’s in your pictures, helping visitors and search engines better understand your content.

By optimizing your nonprofit landing page for SEO, you make sure your message reaches more people who want to help your cause.

12. Implement Analytics and Tracking

Once your nonprofit landing page is live, it's important to track how visitors interact with it. Analytics tools like Google Analytics help you clearly see what's working and what might need improvement.

By setting up tracking, you can easily determine how many visitors click your call-to-action or how long they stay on your page. Google Analytics also shows where visitors come from, whether that's social media, emails, or online searches.

Regularly checking this data helps you better understand your visitors. For example, you might find out visitors are leaving quickly because your page loads too slowly, or your CTA isn't getting many clicks because it's hard to find.

Use these insights to make smart changes to your landing page for nonprofit organizations. If you notice visitors prefer videos over written stories, add more videos. Or if shorter forms get more sign-ups, simplify yours to encourage more responses.

By using analytics to watch and improve your landing page, you keep visitors engaged, increase your chances of conversions, and ultimately get better results for your nonprofit’s goals.

Common Mistakes to Avoid When Creating Nonprofit Landing Pages

To get the best results from your landing page, it's helpful to avoid common mistakes. Here’s a list of pitfalls you’ll want to steer clear of.

1. Unclear or Confusing Goals

Make sure your landing page has a single, clear goal. Visitors should immediately know what action you want them to take, like donating or volunteering.

2. Weak Headlines

Your headline needs to grab attention right away. Clearly state how visitors can help your cause without confusion or complicated wording.

3. Not Using Real Stories or Stats

Use testimonials, success stories, or statistics to show visitors how their support will make a difference. People trust real stories and numbers.

4. Slow Loading Times

Visitors won’t wait around for a slow page. Optimize images, videos, and scripts so your page loads quickly. Every extra second can cause visitors to leave.

5. Non-Responsive Design

Your page needs to look good and work well on smartphones, tablets, and computers. Test it on multiple devices to ensure a good experience for everyone.

6. Ignoring SEO Best Practices

Make sure to include important keywords and accurate metadata. Good SEO practices help visitors find your page easily in online searches.

7. Failing to Test and Optimize

Always review how visitors are responding to your page. Make changes based on what you learn from real data. Small improvements can lead to better results.

8. Inconsistent Branding

Your landing page should match your nonprofit’s overall look and feel. Use the same colors, fonts, and style visitors expect, which helps build trust.

By avoiding these common mistakes, your nonprofit landing page will clearly communicate your mission and guide visitors smoothly toward taking action.

Increase Donations Without Extra Costs Using BetterWorld

Don’t have a landing page or even a website yet? Don’t worry—BetterWorld can handle your online fundraising without you spending a penny.

Our Modern Fundraising Tools For Nonprofits and Online Fundraising solutions give you everything you're looking for, all in one place. Signing up takes less than 5 minutes, so you can start receiving donations instantly.

Run unlimited fundraising campaigns from a single platform. Auctions, events, ticketing, and more—all in one convenient spot!

Plus, our Donation Forms boost contributions by 30%—guaranteed.

BetterWorld is 100% supported by optional tips from donors, so you keep all the funds you raise.

BetterWorld is backed by an amazing support team dedicated to helping your campaigns succeed. From setting up your BetterWorld account to organizing your fundraiser, we're always here for you!

Sign up or request a demo today and experience the easy way to fundraise online!