What do you bring on a first date? Tax forms, divorce/custody paperwork from a previous marriage, diary entries, and three letters of reference, right? Of course not!
On a first date, you bring a big smile, your charming personality, and some witty conversation. Combine that with wearing clean clothes and doing something interesting and you have the makings of a great first date.
Now, let me clarify: I’m not in the business of matchmaking or relationship advice. I’m actually talking websites here.
Your website is a first date. Your only goal is to get a second date, not a marriage proposal.
Okay, let’s stick with the website terms: your website’s purpose is to make people want to visit the site again or take some sort of nominal action, like requesting more information or subscribing to an e-newsletter. Your website is not supposed to give an immensely detailed history of the organization or all of the historical records or tax forms. That’s too involved for most visitors and will even deter many visitors from converting.
Greg Weiner, CTO of DoSomething.org, writes, “I can point to dozens of orgs that create sites that are essentially fundraising brochures with donation buttons and paragraphs about the history of the organization. There are also not-for-profits that take the WYMM [Will You Marry Me?] mistake beyond web sites and into their social media strategies, advertising opportunities, newsletters and partnerships.”
He offers three ideas on what your website should really be doing:
- Recruit volunteers or supporters, not donors
- Ask for e-mails, use a form
- Tell a story.
I would also add two others points:
- Give visitors a reason to come back (dynamic content)
- Show them how else to connect with you (phone, e-mail, visiting, social networks, events).
So, on any first date or website: relax, smile, and put your best foot forward, but leave all the baggage at home!
Photo credit: Al Fernandez
