The most powerful webpage for your org
How to optimize an engaging, actionable START HERE page
👋 WELCOME TO EDITION NO. 3! HERE’S WHAT’S BEEN ON MY MIND…
In this issue, I want to focus on the power of having a well-built Start Here page on your website. You’ll learn about the elements it should include and why it’s so worth taking the time to build.
Let’s dive right in! 👇
💡 THE POWER OF AN ENGAGING START HERE WEBPAGE
For all of my current projects, I’m focused on developing Start Here pages housed on our clients’ websites. These pages are a great jumping off point that sets the table and the expectations for visitors of:
what the brand does
how they think about its impact
what that impact means for folks visiting the website
Your Start Here page shouldn’t necessarily replace other general overview pages on your website, but should instead be a value-packed add-on where you drive people to get an engaging TL;DR of what you do, for whom you do it, why you do it, how you do it, and why it matters.
You then move people from the Start Here page to the other pages on your website, so guests can dive deeper into your organization’s story and take action.
What are the elements of a super effective Start Here page?
Consider these for your page:
A punchy organization description
The people behind the scenes
A brief description of your “cornerstone” issue
How folks can take action
While you’re building out your Start Here page, keep in mind how the flow guides new visitors to AND through your website. Not all visitors will come through your main entrance (your homepage). They might click thru a link on a blog post, social media post, event page, or something else. In fact, if your marketing strategy is diversified, it’s possible — and likely — that they arrive through one of these side doors.
So make sure you guide them where you want them to go, regardless.
Leading all visitors to your Start Here page provides a clear, focused pathway for these users to understand your mission and how they can help - no matter how they arrived on your website.
But first, it’s gotta be good.
When a Start Here page is well-constructed, it provides plentiful benefits for your organization.
Let’s check these out.
Here are five (5) benefits of a strong Start Here page:
Storytelling Builds Emotional Connection
Y’all knew storytelling would be my No. 1! This page can be the place you tell your organization's story in the most compelling way. By narrating your journey, accomplishments, and future plans, you will emotionally connect with visitors and encourage them to join your cause. This is especially true if you include a few testimonials from supporters on the page - show folks that people just like them have experienced success/sense of purpose in working with you!
Ease of Navigation
A Start Here page should link to other key pages on your site and make navigation easier for your guests. It also improves the search engine optimization (SEO) power of your site, as indexes like Google and Bing reward sites that have thoroughly interlinked all of the pages on their website. This interlinking and clear navigation improves your visitor’s experience, which in turn may increase engagement and support for your cause.
Building Trust
Clearly laying out your goals, actions, and impacts can build trust with visitors. A transparent Start Here page should convince potential supporters that your organization is worthwhile and effective, and eliminate any doubts surrounding your trustworthiness and positive reputation in the niche that you serve.
FAQs
How many times has someone contacted you with Qs like “can I volunteer just once a month?” or “where exactly are you located?” Save your staff – and your web visitors – valuable time and energy and decrease the number of emails, chat messages, or phone calls you receive regarding what you do or how you can help. Address common questions or misconceptions about your organization or its cause in a Frequently Asked Questions (FAQ) section on your Start Here page.
Onboarding New Members
If your organization relies on volunteers or has a membership structure, a Start Here page can serve as an effective onboarding tool. Use it to inform new members about what to expect, what they’ll do, and how they can contribute. When this is crystal clear on your website, less training and hand-holding is needed to get your volunteers up and running as soon as possible.
Once implemented, your Start Here page will work for you – like an extra Q&A person or mission evangelist – and free up time and energy for deeper tasks. Train your folks to point interested supporters to it. Use it in your social CTAs. Make a QR code sticker for it and slap it on the back of your pamphlets or business cards. Whatever way you share it, do it enough and often. ✌️
⚡HAVE YOU AUDITED YOUR COMMS STRATEGY LATELY?
When leading a nonprofit, it’s easy to lose sight of the forest for the trees. Especially when you’re in the middle of trying to keep the lights on and ensure the programming you’re developing best serves the people you have a mission to help.
This scenario often leads to the “good enough” content problem, because there are so many different things vying for your attention.
Four elements comprise the core of any well-executed nonprofit communications strategy audit. They are:
Mission Alignment
Visual Identity
Messaging & Storytelling / Content
Community Management
They flow linearly and are also intertwined to help you see where there are communications gaps, where you need to tighten messaging, and where there’s additional room to add power to your storytelling.
CLICK HERE TO SEE OUR SUGGESTIONS AND HOW WE AUDIT OUR COMMS STRATEGY EACH QUARTER