How to fix your landing page

Do your landing pages work? They are the hardest part of online fundraising to get right. Here’s something that may help you improve them, from the Unbounce blog: A Classic Formula for Gut Checking Your Landing Page Headlines.

Here’s what you do: pick an element of your landing page copy. The headline, subhead, or benefit copy — and ask these questions:


  1. Is this useful? Does this provide value to my visitor?
  2. Is this unique? Is this different from anything they’ve seen before? Does it promise a unique benefit?
  3. Is this urgent? Does it give them a reason to act now?
  4. Is this ultra-specific?

If you answered “no” to any one of these questions, you are losing donations. Revise and look at it again.

That’s how you work your way toward great conversion rates.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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