You may have heard the term “landing page” as it applies to converting leads or sales funnels. While in the nonprofit world you may not necessarily be trying to convert a sale, landing pages are useful for driving your visitors and specific focus.
Landing pages are great for building your email list or offering a downloadable. If you’re presenting a webinar, share a link to your landing page so people can download your presentation and subscribe to your email list. Or perhaps you have an important year-end video or report you want to share with your donors—a landing page makes sure their attention is undivided and focused.
Use landing pages to lead visitors to:
Share email addresses
Download a guide or presentation
Share an important report
A landing page is a web page but drastically simplified—there are no extra links, sidebars, or widgets. The purpose is to keep the page as simple as possible so as not to distract the visitor from doing anything else than the one thing you want them to do. Keep all of the information and text on the page simple, concise and clean.
While there are multiple components of a landing page, I’m going to share the three main things you want to include:
Headline—Sales marketing companies call it a unique selling proposition but nonprofits may refer to it as a purpose statement. This is a sentence or two about the benefits of what you’re offering or the purpose of the landing page.
Form—Landing pages most often contain a form or some way to capture your visitor’s information in exchange for whatever it is you’re offering.
Call to Action—Also known as CTA. This is the button, link or main action you want visitors to take when they land on this page. You’ve explained your offer, now make it easy for them to follow through.
Quick tip: It’s important to keep the important parts of your landing page like the form and CTA above the fold. This is the upper half of the webpage that is visible without scrolling down.
The best landing pages are simple and have one CTA. You don’t want to distract your visitors by offering multiple links or distractions from the main focus.
KCSourceLink often uses landing pages to direct visitors to meet virtually with staff or download guides and ebooks.
The next time you want to drive visitors toward one specific action, consider a no-frills landing page to get the job done. Unsure of where to start? M&C has you covered.