How to Write Website Copy that Converts

Creating compelling website copy is essential for nonprofit organizations and NGOs aiming to inspire action from potential supporters. Whether your goal is to encourage donations, recruit volunteers, or initiate fundraising campaigns, well-crafted website copy can significantly impact your success. The right words can engage visitors, convey your mission, and drive them to take meaningful action.

This guide will explore strategies and practical tips for writing website copy that captivates and converts.

Top 10 tips for writing website copy that converts

1. Understand your audience

Creating engaging copy for your website begins with thoroughly understanding your target audience. Your target audience refers to individuals you want to engage and connect with through your marketing strategies.

For nonprofits and NGOs these typically include:

• Donors who are eager to support a cause they are passionate about.
• Volunteers who wish to invest their time and skills to create a positive impact.
• Advocates who can amplify your message and rally others to your cause.
• Beneficiaries seeking information on how your services can improve their lives.
• Partners looking for organizations that share their values and goals.

So, before you start writing, it’s crucial to understand who you’re writing for and their unique needs and motivations. But how do you learn more about your target audience? The easiest way would be to conduct research.

Research and persona development

To gain a deeper understanding of your target audience, utilize the following methods:

• User Research: Use surveys, feedback forms, or information gathered from the web to learn more about your audience’s demographics, interests, and motivations.
• Data Analytics: Leverage data analytics to track visitor behavior and uncover trends.
• Persona Development: Create detailed personas for your target audience, emphasizing their needs, preferences, and challenges.

With a clear understanding of your audience, you can tailor your language, tone, and messaging to meet their needs. Your website copy should speak directly to them, address their concerns, and provide solutions they can connect with on a personal level.

2. Set clear goals

Every piece of website copy should have a clear objective. Whether you aim to increase donations, recruit volunteers, or promote an event, having a defined goal will guide your writing and ensure your message is focused.

Here are a few examples of goals for your website copy:

• Increase online donations by 20% in the next six months.
• Recruit 50 new volunteers by the end of the year.
• Launch 10 new fundraising campaigns in the next quarter.

Align copy with objectives.

Once you’ve identified your goals, ensure your website copy aligns with the outcome you’re trying to achieve. Each section of your website should have a purpose and contribute to your overall goals. Additionally, ensure you maintain consistent messaging across all web pages to reinforce your objectives.

3. Create a strong value proposition

Your value proposition is the core of your message. It explains why someone should support your organization instead of another.

A strong value proposition:

• Addresses a specific problem: Clearly state the issue your organization is tackling.
• Offers a unique solution: Explain how your approach is different and effective.
• Shows the impact: Highlight the tangible outcomes of your work.

As you plan your website copy, ensure that your value proposition is reflected in how you craft your content.

Value proposition template

Use the following template to craft your value proposition:

“We help [target audience] [solve a problem] by [unique solution]. As a result, [describe the impact].”

Example: “We help homeless youth find stable housing and job training by providing comprehensive support services. As a result, over 80% of our program participants secure long-term employment and housing within six months.”

4. Craft a compelling headline

Your headline is usually the first thing potential supporters see when they visit your website. To capture their attention, your headline needs to be engaging, clear, and relevant to your audience.

Studies show that people decide within one second whether they want to continue exploring a webpage. Therefore, a strong headline should resonate with the target audience, making them think, “This speaks to me.” It should also address a specific problem or goal they have, prompting a “That’s exactly what I need” response.

Keep your headline or introductory sentence brief—ideally no more than two sentences—and aim to spark curiosity, enticing visitors to learn more about how your nonprofit can positively impact their lives.

5. Emphasize program benefits over features

When crafting website copy, it’s essential to go beyond merely listing features and focus on your programs’ benefits. While features provide necessary details, the benefits will connect with readers on an emotional level.

Illustrate how your program or service tackles challenges, resolves issues, and improves lives. Share stories of transformation and highlight the concrete outcomes your users can expect, making it clear how your nonprofit’s offerings can make a meaningful difference in people’s lives.

6. Embrace the power of storytelling

Storytelling is a powerful tool for nonprofits and NGOs. By sharing stories of impact, you can create an emotional connection with your audience and illustrate the importance of your cause and the need for immediate action.

So, how do you embrace the power of storytelling?

Share real-life stories of individuals who have benefited from your work. Use a compelling narrative to showcase the challenge or problem they faced, the solutions your organization implemented, and how your work transformed their lives.

Pro Tip: Use video, imagery, statistics, and testimonials to highlight stories of your work.

7. Use clear and compelling calls to action (CTAs)

Your call to action is where you ask visitors to take the next step, such as donating, volunteering, or signing up. An effective CTA is clear, concise, and compelling.

Call to action best practices

Here are a few strategies to help you create effective CTAs:

• Use Action-Oriented Language that tells visitors exactly what to do.
• Create a Sense of Urgency to encourage immediate action.
• Highlight the benefits of taking action, whether it’s making a difference or receiving updates.

Examples of effective CTAs

• “Donate Now to Make a Difference”
• “Join Us in Changing Lives”
• “Start Your Fundraising Campaign Today”

Placement and design

The placement and design of your CTAs can significantly impact their success. Here are a few things to consider:

• Visibility: Place CTAs in prominent locations where they are easily visible.
• Contrast and Design: Use contrasting colors and design elements to make CTAs stand out.
• Keep it simple: Limit CTAs to one per page or section.

8. Structure your copy for readability

Another important element of effective website copy is readability. Website visitors often skim content, so structure your copy to be easily scannable.

Here are a few ways to make your content more digestible and easier to read.

Headings and subheadings

Break your content into sections with clear headings and subheadings. This will help readers quickly find the information they need.

Bullet points and lists

Use bullet points and lists to highlight critical information. This helps make your content more digestible.

Short Paragraphs

Keep paragraphs short, ideally 2-3 sentences. This enhances readability.

Visuals

Incorporate images, videos, and infographics to complement your text and provide visual breaks.

9. Test and refine your website copy

Continuous improvement is vital to compelling website copy. Regularly test and refine your content to optimize its performance.

Here are a few ways to test and refine your website copy.

A/B Testing

Run A/B tests to compare different versions of your website copy. Test variables such as:

• Headlines
• CTAs
• Story elements

User feedback

Gather feedback from your audience through surveys or user interviews. Use this feedback to make informed adjustments.

Analytics

Monitor website analytics to track performance. Pay attention to metrics such as:

• Bounce rate
• Conversion rate
• Time on page

10. Reference examples of successful website copy

Last but not least, pay attention to what other nonprofits are doing well. Learning from successful examples can inspire and guide your website copy efforts.

Here are a few examples to help you get started.

Example 1: ONE Campaign

ONE Campaign uses persuasive website copy to inspire people to take action, seamlessly blending emotive storytelling with clear calls to action. Their narratives often emphasize impactful personal stories and compelling statistics to highlight the urgency of their mission, creating an immediate emotional connection with the reader. The language is both accessible and motivating, ensuring that visitors feel empowered to make a difference.

By seamlessly integrating persuasive elements such as impactful visuals, concise yet informative text, and strategically placed “Join Us” buttons, ONE effectively drives engagement and encourages visitors to contribute to their cause. This strategic approach to website copy educates the target audience about critical global issues and inspires them to take concrete steps toward positive change.

Example 2: Charity: Water

Charity: Water’s website effectively uses storytelling, transparency, and compelling CTAs. Its homepage features powerful images and stories of individuals benefiting from clean water projects. The website also provides detailed impact reports and financial transparency.

Example 3: International Rescue Committee

The International Rescue Committee’s website clearly outlines its mission and impact. It includes captivating images, refugee stories, and updates from the field to create a sense of urgency and connect emotionally with visitors. Additionally, CTAs like “Donate” and “Match Gift” are strategically placed on the website.

Closing thoughts on effective website copy for nonprofits

By following the strategies mentioned, your nonprofit organization can create compelling website copy that captures the attention of your target audience and inspires them to take action. This will help you achieve your mission and make a difference in the lives of those you serve.

Your words have the power to change the world—use them wisely.