Today’s jargon:
Another marketing term that sounds more complicated than it really is.
A conversion happens when somebody takes the action you hoped they would take.
For a charity, that might be:
- making a donation
- signing up as a volunteer
- attending an event
- joining a mailing list
- requesting support
Many organisations focus heavily on getting people to visit their website.
That’s important. But what happens next is even more important.
Today’s triage recommendation
Stop measuring success purely by traffic.
Focus on helping visitors take the next step.
Every key page should answer one question: “What would we like somebody to do next?”
Five-minute website check
Choose three important pages on your website.
Is the next step obvious on each one?
If not, consider adding a clearer call to action.
If you’d like another pair of eyes on it, share your website with me and I’ll suggest one thing I’d prioritise first.
