Design Tip: Be Concise on the Web
On the web, people don’t stick around very long if they don’t understand you. All too often, socially-minded organizations lose web viewers because they fail to explain their work in a clear and concise manner. To keep visitors attracted to your website, it’s helpful to explain the nature of your organization in a single sentence that is highly visible.
Follow the example of an organization like War Child, whose front page (shown above) puts a succinct and accessible explanation of their work front-and-center. Do this, and you’ll have no trouble keeping your viewers engaged.