Landing pages are one of the most important elements of donor prospecting, yet most nonprofits don’t use them enough—or at all.
It’s common in nonprofit marketing to focus on the homepage instead. After all, it’s the first room in your virtual nonprofit when visitors “walk through the door.”
Studies show that the average crowd funding website converts about 1.5% of visitors to make a donation.
With such a poor outcome, why do nonprofits rely on the homepage to do the heavy lifting?
Crucial to the success of any donor lead nurture campaign in nonprofit marketing is the landing page. Also referred to as a lead capture page.
Landing pages provide a targeted platform for converting higher percentages of donor prospects into leads.
According to Search Engine Land, across all industries, the average landing page conversion rate is between 5 and 15%.
Yet priorities for developing landing pages in nonprofit marketing are often overshadowed by plans for the homepage.
While they are still an important element of your website, the homepage is typically less focused on a particular task because it is designed to serve the masses.
Homepages are great for direct traffic, but when you can control how visitors arrive on your site, a landing page is the best place to send them to.
Wondering what it takes to get a stellar landing page conversion rate?
Follow these five tips for creating landing pages;
Always test your landing pages to see what is working and what isn’t.
Effective landing pages will turn your website into a donor prospect generating machine.
Using landing pages in nonprofit marketing is part of a holistic strategy designed to help you attract and retain donors.
To learn more about that strategy, download our eGuide entitled How to use Inbound Marketing to Attract New Donors.
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