A landing page is the first page on your website that a user sees after clicking a link, whether it’s from an ad, an email, or a social media post. Designed to capture the visitor’s attention, this page aims to maximize conversions by guiding the visitor toward a specific goal such as donating, signing up, or joining.
What to include to optimize your nonprofit’s landing page?
Your landing page should be tailored to your target audience and optimized according to your nonprofit’s specific goals. For example, you might have one page dedicated to fundraising and another to encourage participation in your next event.
Here are some essential elements to include in an effective landing page:
- A catchy headline
- An explanatory subheading
- Engaging visuals
- Clear calls to action (CTAs)
- Testimonials
- Simple navigation
Ensure your Google Ad Grants ads or social media posts direct visitors to these pages to maximize conversion chances. Landing pages play a crucial role in transforming a simple visitor into an active ambassador for the cause.
Tip: Your homepage should never be one of your landing pages, as it does not sufficiently guide users toward the desired action.