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Part 3

Why Your NonProfit Needs a New Website

Wondering if it is time to consider a new website for your non-profit organization? In the last of our 3-part blog series, we’ll outline the 3 additional factors to consider, plus eye-opening statistics to help you make an informed decision.

#8: Is your site secure? Keep your visitors info safe, increasing your credibility and your search engine rankings.

Regardless of whether or not you intend to collect sensitive information on your site, it is very important to provide an SSL certificate on your organization’s site for a few reasons.

Security. Even if you are only collecting an email address for a contact form or newsletter signup, it is important to submit the info as securely as possible. But especially if you are collecting sensitive details such as credit card info, drivers licenses, preferences and habits it is an absolute must. An SSL certificate allows you to encrypt all information being submitted through your site, ensuring you are the only recipient of that information.

Credibility. An SSL certificate may impact your overall credibility. When users see “Not Secure” at the top of their browser, it may make them think twice about the credibility of your organization and your overall security practices, impacting the level that they interact with your cause.

SEO. And, yet another factor in the algorithm of your ranking in search engine results pages.

Takeaway: An SSL certificate is a necessary component to your visitors trusting your organization and to ranking in search results.

#9: Do you have an SEO strategy? Inbound marketing is crucial to your success.

SEO is much like going to the gym. It takes a long time for people to notice the changes. Unfortunately, a lot of purpose-led businesses abandon their SEO strategy before they can see the results.

There are a lot of factors that go into a great SEO strategy; using the right target keywords, creating quality content, following on-page best practices, providing the best possible user experience, paying attention to off-page SEO (ie: backlinks), leveraging local SEO opportunities, and staying updated on current SEO trends.

The importance of an SEO strategy are in the numbers. Getting in the top 3 of a search engine results page is necessary with these numbers: 71% of searches result in a page one click, and 67% of which are within the first five results. Clicks drastically drop for results below the fold with results 6 through 10 accounting for 3.7% of page one clicks. (Martec360, 2020)

Takeaway: If you want to increase your organic qualified traffic (read reach your largest possible audience to advance your mission and goals, including more potential donors and increasing user engagement), focusing on your SEO strategy and evolving it over time will show you the results that you are looking for.

#10: Is your content relevant? Attract Google’s attention and genuinely speak your audiences language.

Wait. Didn’t we just go over the importance of an SEO strategy and attracting google’s attention? Yep! But relevant content is so much more than an SEO strategy. A relevant content marketing strategy not only gets Google’s attention but also genuinely speaks your audience’s language and helps you to stand out in an overwhelming sea of information.

When you’re attracting the right attention, you’ll drive more qualified leads to your site, boosting your conversion rates and, in turn, reducing those frustrating bounce rates. Conversion rates are a staggering 6x higher for content marketing adopters than non-adopters. (Neil Patel, 2020)

And, of course, capturing this high-quality attention also helps you achieve better search rankings. So how do you create relevant content? The key factors in producing relevant content are; creating customer personas to understand your target audience, conducting keyword research to make sure you are writing content about the topics and phrases your audience is searching for, creating quality content and narratives that are worthwhile of your audiences time, choosing content formats that work with the message and sales funnel (blog post, white paper, video, etc), choosing the channels where your potential customers will see it , and audience involvement.

Takeaway: Content is king. Yes, it attracts google’s attention. More importantly it attracts your intended audience and helps to solve their problems. Helping you to stay on their radar and continue a relationship with them.

Main Takeaway

Your website is an integral part of your social enterprises digital presence – helping to move your mission forward and reach your goals. While it is important to consider implementing the 9 main factors that help make a website redesign successful, it can also be overwhelming. Have questions about how to successfully redesign your website to help amplify the impact of your cause? Schedule a call with our team.