- No Call to Action
According to a study, by the Neilson Norman Group, 43% of sites examined clearly conveyed what they were trying to achieve and only 4% said what they were doing with the money. Have a strong call to action that encourages your donors, not dissuades them.
- Text Heavy Paragraphs
When a paragraph gets too long, there is a tendency to skim it. Make them concise and easy to read.
- Confusing Language
It's easy to become guilty of this. Using words that you think everyone else might know, even though they are industry specific. However, confusing words will turn off people and your message will be lost.
- Lack of Engagement
This is important. If you are not engaging your audience then they will not want to donate/participate/volunteer. Include client and volunteer stories, and show the passion you have for your organization in your words.
- No Clear Direction
This goes hand in hand with Call to Action. What do you want visitors to your site to do? Click to the next page and read more? Head straight for the donation page? You need to frame your web writing so that it's guiding your readers somewhere.