What and who do you want to reach with your website?
Before you set sail, you need to know where you want to go. Ask yourself: What and who do I want to reach with my organization? What is my Unique Giving Proposition? In other words, what makes my organization unique and how does the website help communicate that uniqueness? Which target group do I want to address? How do I gain the trust and thus the donation of the visitors? To answer these questions as concretely as possible, developing personas will help you. Construct fictitious archetypes based on your target audience and ask yourself which interests bring those personas to your website.
How do users behave on your site?
Of course, your personas are just helpful constructs and the assumptions about their behavior are purely hypothetical. To find out more precisely what your potential donors need to get on board, you should take a look at their past behavioral patterns. Google Analytics is your best friend when it comes to this. It allows you to see which subpages are particularly popular. Let this help you develop good landing pages. Good means: no matter from where people come aboard, you respond to the needs that brought your visitors to this landing page. At the same time, you make clear what your goals are as an organization and how you plan to achieve these goals. Make sure to also pay attention to your internal website search analytics. It will show you what your users are looking for, but may not be able to find quickly enough.
Do you know what your users need?
Adapt your website to the results of the user analysis. Provide as much information as necessary and as little as possible. Get rid of unnecessary information and tailor your website to the needs of your potential donors. Use a sitemap to define the information architecture of the website in a donor-centric way. This means donors know immediately what your organization does, what your mission is, and why people should support you.
Are you giving your users what they need?
Now you know what your visitors need to get on board. In the next step, with the help of a user story, determine if your website is guiding your visitors along the best possible route. Ask yourself whether your visitors navigate through your website in the most optimal way, reaching their final destination of interest and ultimately supporting your Unique Giving Proposition – by donating. And with that we have reached a very critical point: donation generation. . In the chapter below we will take a deep dive into how to adapt your website to suit the needs of your donors and how your website can be found by even more donors in the endless sea that is the World Wide Web.