One of the most often-praised nonprofit home pages was designed by One, a group that seeks ways to help people escape poverty.
Designers have long praised this page for its simplicity, a key feature, as I noted in my post Monday. The slideshow at the top focuses on the most important issue, while giving you a sneak peak at two other features.
Some Web sites rely on slideshows to showcase a nonprofit’s latest and greatest projects, but in doing so they forget that newcomers to the site may feel disoriented by seeing a current campaign without being told about the purpose and activities of the organization.
One.org overcomes that problem by including “Join the fight against extreme poverty” in big letters below the slideshow. This statement is clear, concise, and action-oriented. It encourages you to get involved, while the forms below the statement make it easy to do so.
As soon as you see what the organization is about, you are only a few clicks away from getting involved. Clear calls to action with few barriers will greatly increase the number of people who go from viewers to supporters.
But that’s the organization’s international home page. It has another home page designed to be seen by American visitors, which lacks many of the elements that make the other one great, including the clear explanation of the organizations purpose, a call to action, and sign-up forms. That said, these missing elements are more than made up for by a funny video featuring Zack Galifianakis.