Imagine a newcomer interested in your Positive Impact Organization has found your website.

While the newcomer explores your website, is your mission clearly stated and easily found? How about your call to action? Is there a way for them to find out about volunteer opportunities or ways to donate? Does the site text convey a tone that is warm and empathetic?

We’ve dubbed using these metrics as the Newcomer Website Test. It is a powerful tool that we use, both internally and with clients, when we provide an audit of what is & isn’t working on a website.

Website audits are important because they ensure that visitors are converted into donors and/or clients. It’s important to utilize this test once every quarter, or bi-annually. Viewing text & photos from a new perspective can help to find the gaps in knowledge that seem obvious to you, but to a newcomer would not make sense.

Here are some helpful tips to help you navigate a successful website audit.

Is the website layout intuitive?

A newcomer should be able to easily navigate your website. You need clear & concise pieces of information that help someone get involved and learn about your org. Limiting the amount of pages on your site is a helpful place to start. Is there an intentional journey laid out that ultimately leads them to either donate, volunteer, or support your org in some other way? The newcomer should feel as if their hand is being held, and they are welcomed to your orbit.

Do the images accurately portray your organization’s mission?

Often, when we work with nonprofits, images are hard to come by. You can always use royalty free stock images, but using photos of real people at your organization feels more authentic and helps to tell your story. If there aren’t enough funds to hire a professional photographer, ask if someone in the office has any experience or interest in photography. Empower them to snap some photos of meetings or activities, with permission from those in the photograph of course.

Does your website match the tone & voice of your social media marketing?

Whether someone finds your organization via google or social media, they should feel that both are aligned. Sometimes the website and social media can feel siloed, which can feel inauthentic or dissonant. Ensuring that the tone & voice match makes for an easy buy in for the newcomer. Social listening is a valuable tool here, as you can put out feelers to see how your messaging is being received. A great way to test this out is to ask friends and family to review both social media and website and give you their impressions on what kind of feeling comes across.

Does your org have a branding guide?

A branding guide is an easy way for everyone in your organization to get on the same page about how to communicate messaging. It helps your team stay on track and can be shared with new team members or volunteers. The branding guide provides accurate usage of logos, color palette, tone & voice, as well as font options and so much more. It may take time on the front end, but in the long run can save everyone a lot of time and energy to have it all in one place to easily reference.

We are happy to provide a FREE website audit of your positive impact organization’s website. Send us a message and we’ll be in touch!