For non-profit organisations, the internet is becoming an even bigger sector for potential lead generation. Rather than dialling your phone number, viewers are much more likely to visit your website on their mobile phone, watch your videos or contact you directly via social media.
Considering the changing ways that people interact with your organisation, it is important to spend your time and money appropriately to achieve great online results and generate leads. Below are some tips that will help you to increase lead generation for your non-profit website.
Keep your website updated with new content and information.
One of the best ways to bring traffic to your site is to regularly publish new content. This can be in the form of blogs, videos or any other embeddable object. Since Google loves new content, your website will be shown to more people on Google’s search results, resulting in more web traffic. Also, you can share this content on social media, giving your existing followers something to read.
Regular web traffic is great, but it does not necessarily convert to leads. For this reason, you need to focus on creating content that converts visitors into leads. Below are some tips that will increase the chance of a visitor turning into a lead:
- Include a call to action – Every blog you publish should have a call to action at the bottom which inspires readers to sign up, donate to or follow your organisation.
- Create great supporting content – By supporting your website’s written content with videos, graphs, quotes and testimonials, you are greatly improving its credibility. This allows users to trust your information, increasing the likelihood of them signing up.
- Include links to other information – By referencing and linking to previous blogs, campaigns or fundraisers, you are giving users more to read about. It also showcases the achievements and results associated with your non-profit organisation.
Build a relationship with your followers.
Organisations with a “Click here to donate” approach to gaining leads usually do not get the results they are hoping for. This happens because people like to know the organisation that they are giving their money to. The internet has trained us to be wary of illegitimate organisations and false information. For this reason, it is important that you set your organisation apart from this.
The more someone learns about your cause, the more likely they are to regularly follow and support your organisation. For this reason, you should encourage non-monetary support on your website. There are several ways to do this, which include:
- Creating a petition – People love to sign petitions. This is because they are able to help your cause without the pressure of signing up or donating right away. Including a link to the petition at the forefront of your website will encourage this. Petitions integrate well with social media, allowing you to easily share a petition and get as many signatures as possible.
- Signing up customers for email marketing – Email marketing is a great way to keep your followers updated. It can also be used to target people who have already shown an interest and bring them to the next step in your lead funnel. Consider adding an email opt-in form on your website’s sidebar, or at the bottom of each blog post.
- Share positive stories – For every successful campaign, fundraiser or event, you should create a blog, newsletter or video that informs your followers of the progress you are making. You should try to reach as many people as possible with this information including your website visitors, social media followers and mailing lists. Potential leads love to see progress and are more likely to provide support to organisations with a track record of great results.
Get to know who your leads are.
By determining what type of people your leads are, you will be able to create content which keeps them interested while also appealing to similarly minded individuals.
By using tools like Google Analytics, you will be able to monitor what kind of people are visiting your website. It can show you their demographics, age and what they are searching to find you. You can even use it to track clicks on “Donate” or “Sign Up” buttons, allowing you to see an accurate representation of who is using your website.
Lets say your most common leads are women from Australia aged 40-60. This information alone will allow you to create a great advertising campaign which targets the people who are most likely to show interest. Targeting your campaigns at these people will generally result in more potential leads for a much lower price.
Design your site’s layout with lead generation in mind.
When it comes to increasing conversions, the design, usability and layout of your website are important factors to consider. Below are a few simple tips that will greatly boost the conversion rate of your website.
- Add a call to action to the header – By having a button that is visible at all times, you are increasing the likelihood of a user clicking the button and making a conversion. Try to style your “Sign up” or “Contact Us” button so that it stands out next to other navigation items. For mobile devices, the navigation is often hidden by default until the user clicks the menu icon at the top of your page. To work around this, consider incorporating a floating button at the bottom of your page. This keeps it visible and within reach at all times.
- Use pop-up banners – Prompt viewers to sign up for your newsletter by adding a time-delayed pop-up banner to your site. Just be sure that it is easy to dismiss. Incorrect use may affect user experience and cause people to leave your site.
- Keep your navigation clean and simple – Remove any clutter from your navigation bar by organising things appropriately. This will allow viewers to easily find their way around your website.
- Create an effective sidebar – This sidebar can be viewed at all times as a desktop user scrolls through your website, so make sure the content on it is relevant and important. Depending on your goal, you could include a newsletter signup int he sidebar, showcase recent work or provide your contact details for easy access.
We design websites that are optimised for lead generation.
Are you in need of an effective, lead-focused website for your non-profit organisation? If so, we can help you out! Web 105 has worked with many non-profit organisations to improve their online presence. We are also willing to listen to your goals and create something with your objective, audience and values in mind.
For professional web design and hosting services, contact us today!