There are four kinds of people that visit your website. The first takes a quick peek and immediately bolts, the second stays for a few seconds before losing interest and leaving, the third decides to interact in some way but makes no commitment, and the fourth actually hangs out and decides to buy, join, donate or convert to a lead.
Unless you run the most successful landing page known to man, that fourth group is an incredibly tiny slice of your total site visitors. The other three make up the bulk of your audience.
In last month's DirectMarketingIQ webinar, "Landing Page Best Practices for Multichannel Marketers and Direct Mailers" (still available on-demand), one of the most important voices in the land of landing pages, Brian Lewis, showed how to greatly improve conversions from those three groups. Lewis is vice president of Engine Ready, which handles landing page development and testing as well as search engine optimization. After the webinar wrapped, he answered a few choice questions from marketers like you. These were his answers:
Q: Any advice for non-Profit Landing Pages?
Lewis: In general, maximizing conversion potential on a landing page for non-profits is not inherently different than for-profit companies. If you need to tell a more detailed or longer story to get the prospect to convert, it's very important to display that info in an easily digestible, succinct manner where the visitor is presented with powerful summary bullets and the clear ability to drill down for further details.
Providing information in a tabular format gives prospects the ability to see just the info that's important to them, and keeps them from having to scroll all over your page.
Make sure you still focus on the conversion element and continually guide the visitor to that element through the use of visual cues such as arrows.