Your homepage isn’t for you, it’s for the people you want to reach. Too often, nonprofits design homepages to satisfy internal stakeholders instead of answering the audience’s first question: What is this, and why should I care?
Visitors don’t arrive with context. They need clarity, relevance, and direction… fast. A homepage should orient, invite, and guide, not overwhelm. If your audience can’t understand your value in seconds, they won’t stay long enough to learn more.
Brain Snack: Ask someone unfamiliar with your organization to visit your homepage for 10 seconds. What do they think you do? Adjust accordingly.