Family Support
REACH PEOPLE IN NEED WITH SIMPLER LANGUAGE
Family Support
If you run a treatment center or family nonprofit, finding the people who most need your help isn’t always as easy as it should be. No matter the service or public good that you deliver, landing pages are digital helping hands that can play an essential role in helping you turn a visit into an action. For nonprofits, they’re doubly important as part of digital campaigns that secure crucial donations and volunteers.
- The median conversion rate for this industry is 2.3%. But the top-performing landing pages convert at 22.1% (based on the top 25th percentile).
- Our sample includes 1,895 pages and 628,471 total customer conversions.
- Family support includes a diverse number of services and organizations dedicated to helping people in times of need. We’ve broken it into 3 subcategories below.
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Family Support
Family support pages have a 2.3%
median conversion rate,
but nonprofits do even better.
Family Support
Family support pages get
complicated, but shorter
and simpler converts better.
What’s this mean? While most landing pages for family support are written at a college level, our analysis shows a trend toward better conversion rates if you target high school readers instead. When writing your copy, aim to keep the language simple and below 150 words—or, if that’s not possible, between 300 and 500 words. See our methodology.
Family Support
Nonprofits benefit most from
plain language.
Our analysis saw truly dramatic differences between how reading ease relates to conversion rates for family nonprofits versus other subcategories, like treatment centers. Take a look at the graph below:
Nonprofits see a steep incline toward better conversion rates
when readability improves.
Moving from college difficulty to language closer to 7th grade, for instance, parallels a rise in median conversion rates of around 2 percentage points. (The same relationship is true but way less pronounced for treatment centers and funeral homes.)
It’s worth considering your audience when deciding what reading level you want to hit. For family nonprofits, using simpler vocabulary and shorter sentences likely makes it easier for visitors to understand your goals—and, according to our machine learning analysis, also amounts to better conversion performance.
Family Support
Family support by the numbers
3X
More Disgust than Overall Baseline
It’s not clear why, but landing pages in family support have 319.6% more disgust-related words (like expulsion, infestation... and lawyer) than the baseline for all industries. Our findings aren’t conclusive about whether or not this impacts conversions.
18.9%
Fewer Words on Nonprofit Pages
On average, pages for nonprofits are shorter than other family support services. They also convert more frequently (1.9% higher than the baseline for family support). These two facts might be related, so try testing shorter pages if you’re communicating with clients for your treatment center or funeral home.
10.5%
More Trust on Funeral Home Pages
Naturally, funeral homes and related services tend to use more trust language (words like assist, peaceful, and safekeeping) than others in this industry. But our analysis suggests that trust-associated words sometimes correlate with lower conversions, so consider testing pages with less of these words.
Family Support
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