This goes beyond just websites. It permeates all communications. People doing good work are so deeply engaged in how they do it that they forget that others may not speak their language.
1 - What do you do?
In one simple sentence, describe your service. Not the how you do it. Tell people what you do. If you can't get it down to one sentence, you are not answering this one question. Often called the elevator speech, it gets long when you think you are making a speech. Call it an "elevator sentence" and you'll be on target.
2 - Who do you do it for?
Again, try to say this in one sentence. Yes, you may have multiple audiences, but that's when you get into the jargon jungle. Most donors care about some specific aspect of your work or your organization. They don't really need to know that you serve multiple other groups.
3 - Why should donors choose you?
Can you say this succinctly? Be specific about two or three benefits that your organization offers that others do not. And this can't be more jargon jungle creatures. No platitudes about customer orientation, unlimited choices, cost effective solutions, values based thinking. Think of just a couple reasons that you excel, or offer something different. That will be compelling to the donor who is "comparison shopping." And in today's internet world, everybody is.
Remember the wisdom of the sages ... KISS your donors and customers and you'll be a huge success.
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