If you run a treatment center or family nonprofit, finding the people who most need your help isn’t always as easy as it should be. No matter the service or public good that you deliver, landing pages are digital helping hands that can play an essential role in helping you turn a visit into an action. For nonprofits, they’re doubly important as part of digital campaigns that secure crucial donations and volunteers.
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What’s this mean? While most landing pages for family support are written at a college level, our analysis shows a trend toward better conversion rates if you target high school readers instead. When writing your copy, aim to keep the language simple and below 150 words—or, if that’s not possible, between 300 and 500 words. See our methodology.
Our analysis saw truly dramatic differences between how reading ease relates to conversion rates for family nonprofits versus other subcategories, like treatment centers. Take a look at the graph below:
Moving from college difficulty to language closer to 7th grade, for instance, parallels a rise in median conversion rates of around 2 percentage points. (The same relationship is true but way less pronounced for treatment centers and funeral homes.)
It’s worth considering your audience when deciding what reading level you want to hit. For family nonprofits, using simpler vocabulary and shorter sentences likely makes it easier for visitors to understand your goals—and, according to our machine learning analysis, also amounts to better conversion performance.
It’s not clear why, but landing pages in family support have 319.6% more disgust-related words (like expulsion, infestation... and lawyer) than the baseline for all industries. Our findings aren’t conclusive about whether or not this impacts conversions.
On average, pages for nonprofits are shorter than other family support services. They also convert more frequently (1.9% higher than the baseline for family support). These two facts might be related, so try testing shorter pages if you’re communicating with clients for your treatment center or funeral home.
Naturally, funeral homes and related services tend to use more trust language (words like assist, peaceful, and safekeeping) than others in this industry. But our analysis suggests that trust-associated words sometimes correlate with lower conversions, so consider testing pages with less of these words.
Using Unbounce’s drag-and-drop builder, you can build high-impact landing pages without a web developer or designer. Starting with a template is an easy way to arrange consultations, book visits, or communicate your cause to people who share your goals.