Checklist: Creating a user journey which drives traffic to your appeals This checklist is designed to help you create user journeys on your website which drive supporters to your appeals and encourage them to donate to your organisation. The checklist will help you set up your header, your homepage and posts across your website to construct an effective donor journey. Feel free to follow this checklist whenever you create a new appeal or edit an existing one on your website. When editing your website header have you... 1. Ensured your donate button is prominent and easily accessible? Your donate button needs to take pride of place in your header. Keep in mind that it will usually display regardless of which page your website users navigate to so make sure that it stands out. Ensuring the button is of a suitable size and uses a bold colour usually helps it look distinct from the rest of the header. 2. Removed any unnecessary distractions from your main call to action? Your header is going to go across every page on your website so you should ensure you remove any unnecessary elements which might distract supporters from clicking your donate button. For example, unless you're very active on social media and you'd like to encourage people to follow you, then your social media icons can be removed from the header and placed in the footer instead. 3. Linked your donate button directly to the donation form? You should always aim to minimise the effort it takes for a supporter to donate via your website - especially from the donate button in your header which should be the quickest route to making a donation. Linking your donate button directly to a donation form rather than an appeal landing page is a great way to do this and will reduce the number of clicks needed to donate. Please follow this guidance to help you edit your website header and footer. When structuring your homepage have you... 1. Made your proposition and your impact clear to website users? In order to generate support it is very important that users understand quickly what your charity stands for, what your impact is and how they can help you. Ideally visitors should understand this in under 5 seconds. Having a defined structure and a clear user journey from everything you display on your homepage will help make your proposition clearer and help generate support. 2. Highlighted content in your homepage carousel which encourages donations? Your carousel takes pride of place on your homepage and is often the first element which website users will see when navigation to your homepage. It should always feature content which helps you achieve your main website goal. You could choose to highlight an appeal in this section, for example, to encourage donations. 3. Pulled through engaging content into your home boxes and homepage feeds? You should use your home boxes and homepage feeds to pull through engaging blogs, stories or news articles that focus on people and the impact your organisation has on your beneficiaries. Make sure you prioritise your content based on your audiences and your key website goals - in this case increasing donations. Please follow this guidance to help you update your homepage. When putting together your content have you... 1. Created stories which your audience will engage with? You must make sure that content you put together, such as news stories and blog posts, are audience centric rather than charity centric. The first step to creating user journeys which encourage website users to donate is to engage them with impactful stories that they can relate to. 2. Used calls to action to prompt for donations? Almost all of the pages on your website should include some form of call to action. Whenever appropriate you should prompt users to donate or at least create a user journey from your pages which could lead to a donation. You can create prompts using call to action buttons, a donation widget or by highlighting appeals in your sidebar if you are displaying one.