I was shaken by new stats on a crucial shift in online user behavior–only 5 to 15% of your website users are coming in through your home page. Tip of the hat to Gerry McGovern’s take on the decline of the home page for clarifying what works now for nonprofit marketing online .
As a result, your site users:
- Won’t be “introduced” to your organization (as happens when they enter via the front door, or home page).
- Aren’t likely to know the breadth and depth of content and tools on your sites.
- Won’t be asked to give or subscribe to your e-news (usually buttons featured on home page).
What to do about the decline of your nonprofit’s home page:
- Feature Donate and Subscribe (to e-news) on every page throughout the site, above the fold (e.g. visible without a user scrolling down).
- Label navigation elements (buttons, menu bar) to be broadly accessible and include on every page.
- Write/revise content to provide context, so users understand and can act, no matter what page they’ve come from (which may be Amazon, a competitor’s site, weather.com or another page on your org’s site).
- Include a site search engine window on every page. It’s the easiest way to reduce user frustration level.
This is just one of several critical shifts in site usage patterns I’ve been meaning to share with you. I’m in the process of reconfiguring my consulting site, Nancy Schwartz & Company, and have reviewed current trends in site usage to make it as effective as possible. I’ll be sharing other tips on site design out with you in posts to come.
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