It goes without saying that every organization should maintain a website to mark its online presence. But simply having a website is not enough. Your website should be effectively communicating about your organization. Here are some important points to ensure that it is.
Is it raising enough awareness?
The single most important purpose of a website is to raise awareness about an organization. The amount of engagement can be measured using several tools. Google Analytics is the standard tool, offering a range of data about website traffic. If your website doesn’t get sufficient traffic, it isn’t serving its intended purpose. Improving traffic will involve numerous changes, and hiring an expert is the recommended solution.
Is it engaging?
If the majority of visitors leave your website just after landing on it, your website is not doing its job. A good website should be able to retain visitors and encourage them to perform some actions such as leaving comments, signing up for emails, sharing on social media, engaging in live chats, etc.
Are visitors making donations?
Being a non-profit organization, donations are very important to you. Your website should be convincing enough for visitors to make donations. If you are not achieving your targets, you will need to analyze the website, ideally with the assistance of a professional. There could be many reasons why visitors aren’t making donations. It could be the appearance of your website, the layout, user-experience, quality of the information, or even payment options.
The bottom line
In most cases, it is a challenging task to pinpoint the specific issues that are preventing your website from serving the intended purpose. There are a number of tools to understand what is and isn’t happening, but handling those tools properly requires some knowledge. In these circumstances, the best practice is to get the assistance of a website analyst, who can provide a comprehensive report about your website, which can include the changes required. The money spent is a wise long-term investment.