The Nonprofit Website Challenge February 23, 2016
Introductions
Words We Are Going to Use For Profit
Nonprofit
Conversions
Engagement
Customer
Constituent
Sale
Donation (or volunteer, or register)
A Lead
A Constituent or Donor
Sales Funnel
Engagement Funnel
Website Lead
Website Visitor
Pitch
Message
SEO
Search Engine Optimization
Poll - What are your biggest website challenges?
First, how a great website helps your nonprofit
Tell Your Story Simply & Clearly
Challenge: Tell Your Story in Ten Seconds
Tell Your Visitors Why They Should Care People won’t automatically have the same passion for your organization that you do. So instead of just talking about what you do, discuss the benefits of your projects, and if possible, discuss how your projects will directly benefit your website visitors.
Explain how you’ll achieve your goals
The Engagement Funnel
Poll - How well does your website lead visitors toward a desired action?
Second, what are the key elements of a great nonprofit website
Impressions Matter
If you fail to make a great first impression, you may not get another chance. “A site visitor will form an opinion .05 seconds after a page has loaded.” 1
You have a split second to make a first impression
“Visitors need to know about you and your company in 10 seconds or less, or they will leave your site.” 2
Your message must be crisp and clear
“94% of site visitors state that bad design is the main reason they mistrust a website.” 3
Your website represents you and your organization
1. 2.
1 (Kinesis Inc.) http://www.kinesisinc.com 2 (NN Group) http://www.nngroup.com/reports/how-people-read-web-eyetracking-evidence/ 3 (IronPaper) http://www.ironpaper.com/webintel/articles/10-web-design-statistics/#.VCye2ktEyRD
Search Matters If your audience can’t find you through search, you’re missing out. “93% of online experiences begin with a Search Engine.” 1
Your constituents are searching
“The top listing in Google’s organic search results receives 33% of the traffic.” 2
Being at the top matters
“Search is the number one source of external traffic for [websites], handily beating social media by more than 300%.” 3 1. 2.
1 (Via Search Engine Journal) https://www.searchenginejournal.com/ 2 (Search Engine Watch) https://searchenginewatch.com/ 3 (Via Search Engine Journal) https://www.searchenginejournal.com/
Search drives traffic
Mobile Matters Mobile visitors are ready to take action. Are you ready for them? “40% of people will choose another result if it is not mobile friendly.” 1
Mobile users demand mobile websites
In December of 2014, Google announced that they would be giving preferential treatment to websites that they consider to be “mobile-friendly.”
A mobile website will improve your search rank
With Google Analytics, your organization can know what percentage of audience is visiting your site via mobile.
Mobile users are a significant % for most orgs.
1 (iAcquire) http://www.iacquire.com/blog/mobile-behavior-big-game-seating-a-study-with-surveymonkey
Strong Calls to Action Matter
Analyzing Your Data Matters Website Visitors
Form Submission/Phone Calls
Constituents/Donors
Poll - How well is your organization updating it’s website based on analytics?
Third, why building and maintaining a great website is so difficult
Websites are Complex to Build
Challenge: Be efficient with your marketing budget
Challenge: Speak to Multiple Audiences with One Website
Participants
Members
Partners
Media
Your Website
Public Officials
Funders Volunteers
Donors
Challenge: Balance your goals with your audiences’ goals
Members
Your members want to find out about your next event
You want your members to give you referrals
Your Nonprofit
Maintenance ● The know-how of an IT professional ● The skills of a developer ● The breadth of knowledge of a publisher ● The resources of a media company ● The knowledge of a data-analyst
Analyze your conversion data Questions you need to ask and where to find the answers: ● ● ●
●
Which marketing efforts send the most visitors to my website? Which pages on my website have the highest engagement rate? Which pages on my website have the lowest engagement rate? ○ How are these pages different than my top performing pages and what do I need to do to make them better? Are my website visits converting into engagements?
Why is redesign always on the horizon?
● Visual Design
● Content Maintenance
● Site Architecture
● Functionality
● Content Creation
● Site Set-up
● Images/Graphics
● Security
● Content Updates
● Mobile Optimization
Is your nonprofit telling your story well? What challenges do you face in this regard? Raise your hand and we will unmute you to comment.
Fourth, how we can help
The Pronto Solution ● ● ● ●
Professional, mobile-friendly website Content that tells your story Optimized for conversions Ready for marketing campaigns
Ongoing Full Service: ● ● ● ● ● ● ●
Unlimited content and design changes for site Search Engine Optimization Support Website Hosting Google Analytics Account set up Monthly Analytics Report WordPress training Updates and Maintenance to WordPress platform included
RoundTable’s Help RoundTable Technology has expertise in:
● ● ● ● ●
Nonprofits Project Management Website Design Support Development
Cost Comparison
A marketing strategy that works together More services from Pronto: ● ● ● ● ● ● ●
SEO - Link Building AdWords Management Retargeting Blog Content Creation Email Marketing Call Tracking Social Media
Questions?
Feedback & Resources Before you go onto your next activity, please complete our one-minute feedback survey at http://feedback.rtt.nyc. Your feedback is HUGELY helpful to us in improving our work. Everyone who completes the survey will get a great list of resources (shown at right) including a content audit template and workbooks to help plan your next redesign project!
● ● ● ● ●
● ●
The Entire Slide Deck Link to Webinar Recording RoundTable Audience Personas Worksheet RoundTable’s Website Content Audit Worksheet Idealware’s “Do You Need a New Website?” Workbook (with contributions from Roundtable) Idealware’s The Consumer’s Guide to Content Management Systems for Nonprofits Google’s Mobile-Friendly Test
Thank you! Joshua Peskay joshua@roundtabletechnology.com Tim Kelsey tim@prontomarketing.com
Websites by Pronto
Websites by Pronto