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Landing Page Audit: Habitat Wake


Each quarter, as a part of our BCause community volunteer program, we do a little pro bono work for a nonprofit in the area. This quarter, we took a look at Wake County’s Habitat for Humanity Volunteer Sign-Up & Information page. We presented this and more to Habitat Wake this week.

Here’s the starting page:

Here are our suggestions to Habitat Wake. Let us know what you think!

Headline Improvement:

  • Consider making the quote at the top secondary, to allow for a stronger headline.
  • Create a clear and more actionable Call To Action (CTA).
  • Include new content around the idea of “WHY VOLUNTEER.”
  • Highlight value propositions of the program (benefits, rewards, data based results, etc.).

CTA Improvement:

  • Reposition Call to Action (CTA) – this gets lost in the content.
  • Use consistent CTA:  Registration, registration, registration, registration!
  • Include a large, juicy button! (We love juicy buttons.)
  • Tone:  Increase motivation by telling a story: “You are about to embark on an adventure!”
  • Focus on one goal for this page: registration!

Content Improvement:

  • Consider removing the “New Volunteer Positions” elements, or moving them. They create clutter and confusion.
  • Why promote “VolunteerHub” here? Let’s promote “registration” and “registration for Habitat” only!
  • We could, instead, consolidate these items into the side navigation under one tab, like, “Looking for something else?”  or, “Other volunteer resources.”
  • Focus attention on the Newsletter sign- up.  Add this option to the upper right hand corner of general navigation. Growing your list, and having a constant touch point will support participation.

Do you agree with our conversion experts? How would you improve Habitat Wake’s volunteer page? Testing is in progress for this stuff, so we’ll keep you updated with the results!

As always, these are our ideas based on best practices, which don’t necessarily mean they’re the best ideas, period. In testing an idea, sometimes what you think will work better just… doesn’t. Test, test, test!