Are you making some of the most common mistakes we see on nonprofit websites? Check out our list of 10 common nonprofit website mistakes to see how your site measures up.
Mistake #1. Confusing Navigation
We’ve talked about this before on the ServanTek blog, but it bears repeating. Common-sense, intuitive navigation is critical to your website presence. If you’re wondering if your navigation is easily understood, pull in a couple honest friends or acquaintances who have little familiarity with your organization and your mission. The key here is to find people who will offer honest, constructive feedback. They don’t have to be tech savvy. In fact, it may be better if they’re not. Give them a list of 3-5 critical things you want people to find or do on your site, and see how quickly/easily they can accomplish them. If they struggle, you may have found some areas where you can improve.
Mistake #2. Unclear Mission
Is your mission statement front and center on your website? Is it easily accessible from your main navigation? I’ve looked at countless nonprofit websites, and I never cease to be surprised by the ones that do not clearly identify their mission. Before you can hope to receive online donations, you need to be sure your mission is clearly defined on your website. People simply will not give without understanding what their money will accomplish.
Mistake #3. Unbalanced Focus
In order to clearly communicate your mission, it’s critical to share information about the problem you’re aiming to solve. However, many nonprofit websites focus their content entirely on the need, rather than emphasizing the good that’s being done by the organization. When creating your content, keep in mind that it’s important to communicate both the need and the solution you’re providing.
Mistake #4. Stock Photography
If your website images are primarily stock photography, you may be causing visitors to question your authenticity. Users want to see what you’re doing to help the populations you serve. If they come to your site and see only staged images, they might begin to question whether or not you have an active role in working with these populations. If the problem is obtaining quality images at your events and service projects, consider hiring a photographer or even a student photographer for an upcoming event. You may be able to find someone who is sympathetic to your cause and would offer a discounted rate.
Mistake #5. Hidden Contact Info
Is your contact information easily accessible? This is something users should not have to search to find. If people want to call you to inquire about volunteering or making a donation, you need them to be able to find this information quickly and easily.
Mistake #6. Slow Page Load Times
Page speed is another non-negotiable when it comes to your website. It needs to be fast for all users, no matter the device. If your pages are slow, consider checking Google’s PageSpeed Insights tool to see what you can do to improve the load time of your site.
Mistake #7. Failing to Analyze Site Data
Analyzing your user data is important. By monitoring what your users are doing on the site, you can see where they enter and where they exit, as well as how much time they spend on your site. If you want to discover areas that could be improved, website analytics will show you where to focus your efforts. Keep an eye on this data, and continue to monitor it as you make changes. This will show you the effects of your changes, as well as give insights into how to continuously improve your user experience.
Mistake #8. Unclear Calls to Action
When a visitor arrives on your homepage, is it clear what you want him to do? Do you have an upcoming event you’d like him to attend? If so, are you directing him to the registration page? If your calls to action are unclear, you could be missing out on conversions. Be sure you have clear calls to action that direct users to the actions you want them to take, no matter where they are on your site.
Mistake #9. Information Overload
Is your homepage cluttered with information? Is everything the same size? If so, you may be inundating your audience with more information than they can process when they first arrive at your site. In the case of your homepage, less is more. Communicate the critical messages, and direct your users to more detailed content elsewhere on the site.
Mistake #10. Outdated Content
While many nonprofits are using content management systems that allow them to make regular content updates, there are still many organizations that struggle to keep their content current. If your struggle is with the current tool that’s in place to maintain your site, it may be time to consider a new CMS that will work well for you. If the struggle is finding the time to make updates, the effort will be well-worth the time it requires.
So how does your website stack up? Are you avoiding some of these nonprofit website mistakes?