Every website visitor is not looking for the same thing when they arrive at your website?

One of the first places not for profit websites go wrong is not segmenting their website for visitors. Millions of websites compete for a few precious moments of a visitor’s attention. If you don’t connect with them quickly, they’ll be off to another site as quickly as they reached you.

Segmenting is a key way to improve results from your website visits. Visitors have different interests. If you try to sell to everyone at the same time, you may not reach anyone. The best approach is to direct visitors deeper into your site, and then give them information specific to their interests.

• Define the types of visitors you’re likely to have. Make it simple and general so you don’t end up targeting 27 different groups. Just think about the general reasons such as donating, volunteering, or requesting assistance.
• Group your website content according to the types of visitors you’ve defined. Potential donors may want to see how you will use their money. Volunteers need to know the process and what, if any, skills you’re looking for. If your website also provides support directly to people in need, you’ll want to tell them what help they can expect and how to apply.
• Make the options clear on your home page. Since website visitors spend less than 60 seconds on your home page, they need to see obvious options for where to go next. Instead of burying key segments in dropdowns, use large graphics with names like: “Make a difference: Volunteer” or “Don’t have time to volunteer? Donate now.” Clear options make it easy for your web visitors to decide where to click.
• Incorporate groups into your standard navigation. Since many visitors will actually be a blend of your types, they may want to return to other sections. Make sure your website navigation is consistent and that it is simple to find the other areas of interest.
• Tailor your pitch in each section. Now that you’ve drawn a visitor deeper into your site, you can lead with the information they’re most interested in. By clicking a link on volunteering, they’ve indicated an interest so now is your chance to call them to action. In fact, they’ll be expecting it. Otherwise, they would have chosen another path.

Segmenting your site and following through with clear options and a tailored pitch is crucial to the success of your website. Follow this process and you’ll be more likely to retain and engage your website visitors.