Your Website Already Has A User Journey. Is Yours Intentional?
Visitors decide within seconds whether to stay on your website. What makes them stay? A homepage that’s visually clean, emotionally engaging, and strategically structured.
Your homepage is not just a welcome mat, it’s your optimal shot at communicating your value proposition and showing who you are.
When someone lands on your homepage, they should immediately know:
What you offer
Who it’s for
Why they should care
What to do next
Think of your homepage like a storefront. Would you walk into a store if the windows were cluttered or confusing?
Understand the Anatomy of a Strong Homepage
Readers are looking for answers, reassurance, next steps, and potentially all of the above. Give them:
Headlines that hook. Lead with a powerful statement or question that reflects your mission or differentiator.
Subheads that reinforce your value and who you serve.
Clear next steps. Prominent buttons or links like “Schedule a Tour,” “Donate Here,” or “Explore Our Programs” will get visitors where they need to go without having to guess.
Design Interior Pages That Guide and Convert
Once visitors leave the homepage, their journey should continue with purpose. Every interior page should:
Start with an engaging headline or question
Be skimmable and make good use of bullet points, subheadings, and visuals
Include compelling photos or short videos that bring your story to life
💡Pro tip: Don’t let pages become dead ends.
Include a next step (CTA, link, contact form, etc)
Cross-promote related content or resources
Lead to another action
Overwhelmed? Start here.
Take a few minutes and navigate your website through the eyes of a prospective client. Are you able to easily navigate to what you need or is information hard to find? Start there.
Optimizing your website can be the difference between conversions or a user leaving your website annoyed. Don’t let clunky navigation stop users from seeing all your website (and organization!) has to offer.
