Two Questions that Drive Great Websites
Your website matters. Too often I hear leaders of organizations apologize for their website. Just because you are missional, doesn’t mean your web presence should take a backseat. Your website should be driving your mission.
Not sure where to begin? Start with your homepage. Create a bullet list of elements to include. All you need is a whiteboard, some sticky notes and the desire to answer these two questions:
First, who’s your website for?
You need an intentional audience for your website (and the rest of your marketing, too, by the way). You can’t be all things to all people. So who are your very best clients? Who are the people that further your mission? Chase them. At Fervor, we call them Ideal Advocates™.
Target your homepage towards these Ideal Advocates. Engage them to dive deeper into your site by teasing relevant blog content. Provide opportunities for conversion — after all, online fundraising is growing at a rate of 19% each year.1
Second, what’s your purpose?
Why are you here? Purpose is crucial. And your purpose, when well-articulated, can change everything for your organization. Still not convinced? Purpose-driven brands outperformed the S&P 500 by more than 40% annually over a ten-year period.2 And 80% of U.S. consumers are more likely to purchase from a company that can quantifiably show that it makes a difference in people’s lives.3
Make a meaningful first impression with your homepage by articulating your purpose clearly and consistently. And you don’t need to go copy-crazy. Share through visuals, videos or whatever means necessary. Let your know your Ideal Advocates why they should care.
At Fervor, we believe great missions deserve great marketing. If websites are on your radar, consider starting the conversation with our Web Scorecard Assessment. We’ll grade your current website and give you clear areas for opportunity. Plus, it includes a full SEO audit. Interested? Reach out.
2. Stengel, Jim. Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies. New York: Crown, 2012. Print.
3. McMurty, Jeanette. The Purpose-Driven Brand. Print.