Your website stops reflecting your brand when it stops keeping up with your business. Three causes come up most: the content is out of date, the thing that makes you different isn't on the site, and the homepage headline doesn't say what you do, who you serve and why it matters. The fix starts with what the site says. A new design comes after.
1. Is your content out of date?
A website usually stops reflecting the business when the content goes stale. The homepage is still showcasing an event from two years ago that is no longer relevant. The photos show people who are no longer with the organization.
Go through the site page by page, and update or remove anything that has passed its date: events, people, photos, programs.
2. Is the thing that makes you different on the site?
I was in a discovery meeting with a nonprofit client when they told me they have Padrinos and Madrinas: people who give every month instead of just once. In Mexico, a padrino or madrina plays a huge role in a child's life by supporting them over time. It was barely described anywhere on their site. Nobody visiting would have known it was something they could be part of.
So we built them a dedicated Padrinos page: the story behind the name, photos of actual padrinos and madrinas, testimonials, an FAQ, and a donation form that makes joining easy.
The thing that makes an organization different often only comes up in conversation. That's why I start with discovery, before anything is designed.
3. Does your homepage headline say what you do?
Here's a check you can do today, without hiring anyone. Read the main headline at the top of your homepage. It should state your unique value proposition: what you do, who you serve, and why it matters.
If it doesn't, start there. Nielsen Norman Group lists "quickly and clearly conveying what your organization does" among its fundamental principles of homepage design.
Will a redesign fix it?
Many owners think the fix is a prettier website with keywords to rank on Google. A new look won't update stale content, add a missing story or clarify a headline. Those are problems with what the site says, so start with the words. I wrote about that trap in cool vs. clear.
If you'd like a second pair of eyes on your site, book a free 15-minute Fit Call.