Follow the Formula that Turns Website Visitors into Supporters

We can’t make progress if no one is listening.

If you’re going to change the world, you’re going to need help. That means you need to find donors, volunteers, activists, email subscribers, board members and more.

That’s where your website comes in.

Your website’s most important job is to turn every visitor into a supporter.

That’s where you come in, dear nonprofit communications professional.

*Your* job is to create an irresistible call-to-action.

And that’s where I come in! I’m here to help you improve your website and Double Your Audience.

Here’s the formula that you can follow to optimize your website’s call-to-action (CTA):

• Eye-catching
• Relevant
• Frictionless

Keep reading for the details about each element in the formula and how to apply it to your website.

Ready to Double Your Audience?

If you’d like to recruit more supporters via your website, join me for the next Double Your Audience course. I teach you how to Attract, Inspire and Convert visitors to your website.

You’ll learn key digital skills like search engine optimization for writers, how to reach the four types of decision-makers, and how to use Google Analytics to track your results. Sign up to be the first to know when the doors open!

The Call-to-Action Formula that Turns Website Visitors into Supporters

EYE-CATCHING

WHY? Your website visitor is more likely to notice a call-to-action that looks different than everything else on the page More visitors noticing your CTA = more visitors will completing your CTA

HOW? A bright color An arrow

EXAMPLE Source: SmartCause Digital

RELEVANT

WHY? No matter how simple your request, your supporter will have to overcome her objections before she commits She needs to believe that your request will be helpful to her

HOW? Descriptive copy

EXAMPLE Source: Citizens Utility Board

FRICTIONLESS

WHY? Your website visitor doesn’t want to work very hard. (Don’t judge her. You know you do it too.) She is more likely to complete your CTA if it is fast and easy

HOW? Shortest form possible Information she knows off the top of her head

EXAMPLE Source: Team Survivor

Ready to Double Your Audience?

If you’d like to recruit more supporters via your website, join me for the next Double Your Audience course. I teach you how to Attract, Inspire and Convert visitors to your website.

You’ll learn key digital skills like search engine optimization for writers, how to reach the four types of decision-makers, and how to use Google Analytics to track your results. Sign up to be the first to know when the doors open!