Once you have chosen your website publishing platform, there are some things to consider before adding pages and content to your new website.

This guidance is aimed at community organisations at the start of their website building process. However, there will be some useful tips for organisations who are refreshing their existing website.

 

Prioritise your audiences, then set your website goal and actions

Although small organisations often need to reach multiple stakeholders such as the people they support, funders or residents, it is not useful to think of trying to reach ‘the general public’.

In practice, your website will work better if you decide who you most need to reach and design your pages around their needs.

Start by choosing your priority audience (or top two).

Then set one clear website goal for that audience (the outcome you want), and 1–3 actions you want them to take on the site (for example, check eligibility, book a place, call you, or sign up to volunteer).

Tip:

If you’re stuck, finish this sentence: “This website is mainly for ___, so that they can ___.” Keep 1 main goal and 1–3 priority actions, and make those actions easy to spot on your homepage and relevant pages.

Example:

A local advice service might decide their priority audience is residents who need help now (not everyone in the area).

Their goal could be “Help more residents get the right advice earlier.”

Their priority actions could be: “Check if I’m eligible”, “Book an appointment”, and “Call for urgent help”.

These actions then become clear buttons and links across the site.

 

Think like your visitors

People don’t visit your website to admire it or find out everything about your organisation: they usually arrive with a question or a task they need to complete.

Thinking like your visitors means stepping outside your organisation’s view and focusing on what they need to know first (for example, whether you can help them, how to access support, what it costs, where to go, and how to contact you).

If you can answer those things quickly and clearly, more people will stay on your site and take the next step.

Tip:

Ask yourself what people are looking for when they visit your site. Make a list.

Example:

If you run a peer support group, visitors might want to know:

  • How to join
  • When meetings happen
  • Who to contact


Make sure that info is easy to find. If the information is not on your homepage, you will need a link or feature box to take your visitor to the correct page.

Pro tip:

‘User needs statements’ are a technique to help list all the things people might need from your website.

Write down as many as you can for different people who need your website. They look like this:

As a [who are you?] 

I need [what do you need to do?]

So that [why do you need to do this. what is the purpose?] 

Example: 

As a carer

I need to find information about benefits

So that I have enough money to look after my loved one

User needs statements should be simple. With one audience, one need and one purpose. If you use the word 'and' anywhere split it into two separate statements.

You can find more information about user need statements on the CAST website.

 

Creating a simple structure for your site

If you do not have lots of content yet, starting with just a few pages is a good thing. It helps you launch sooner, keep information accurate, and make it easier for visitors to find what they need.

A small site is also easier to look after with limited time, so you can build confidence and add new pages gradually as your services, events and stories grow.

Tip:

Begin with just a few key pages. You can always add more later.

Example:
  • Home
  • About Us
  • What We Do
  • Contact Us (if needed. This could be at the bottom of the site on every page in the ‘footer’).
Privacy policy

Many website platforms include a basic cookie and privacy notice. (A cookie is a small piece of information that a website saves on your device. It helps the website remember things about your visit, such as whether you are logged in, what you put in a shopping basket, or which settings you chose).

You may need to add your own policy if you collect personal data through the site: for example via contact forms, mailing list sign-ups, donations or volunteer applications.

Only add more pages when there’s a clear need, such as repeated questions from visitors, a new service or campaign. Don’t forget to link them to other useful pages.

You can merge or take pages offline if they go out of date.

 

Use a logical structure for multiple pages and sections

Grouping related pages and sections is important because it makes the website easier to understand, like putting similar documents in the same folder.

This is so people can quickly find what they need.

It helps your site feel tidy and predictable, so visitors don’t get lost and give up looking for the information they wanted.

Tip:

Group similar pages together.

Example:

Under “About Us,” include:

  • Our Mission
  • Our Team
  • Our History

Under “Services,” you might list each programme or activity you offer.

If you are not sure where to begin, look at Wired Impact’s guide to nonprofit website structures.

 

Design to make it easy for visitors to find information

Designing a website so visitors can move around (not just using the main menu at the top) is important because people often land on a random page from a search engine or social media: they need clear signposts to find related information.

You do this by adding helpful links within the page (like “Related pages,” buttons, and “Next steps”) so visitors can keep going instead of getting stuck or leaving.

Tip:

Make sure people can easily move between pages, no matter where they start.

Example:

Someone lands on a “News” page - can they easily get to “Services” or “Donate”? Think about what action you would you like them to take next.

 

Use grids, lists and feature boxes to organise information

Using grids or feature boxes (like big buttons or a bit of text with a link) can help show the main things someone can do next, such as ‘Get support’, ‘What we do’, or ‘Donate’.

Images or icons in each box help visitors spot and understand choices quickly, especially when scanning the page.

Tip:

Grids and lists help show lots of links in a tidy, easy to navigate way.

Example:

Superhighways use an icon, link and a snippet of text explaining where the visitor will go next when they click to the next page.

See our Training, advice and tech support page.

 

Sketch it out first

It is useful to sketch out your page structure and each individual page layout e.g. homepage, new story page.

When you sketch your homepage, include the basics people look for straight away: who you are, what you offer, who it is for, where you are (if relevant).

Include the 1–3 main actions you want visitors to take (for example, get support, volunteer, donate, or contact you).

You can also add simple “trust” details such as a short description of your work, partner logos, testimonials, or your charity or CIC number if you have one.

Although there are online tools that can help you do this, you do not need anything fancy. A simple PowerPoint slide deck, document that you can move objects around on or even paper will do.

Tip:

Draw your homepage and key pages before building. Preferably in black and white so that you focus on the actions people need to take.

 

Speak directly to your audience

Using “we” and “you” in website content is helpful because it sounds like a real conversation, making visitors feel included and spoken to directly. You do not want them to feel like they’re reading a formal report or a lengthy project description.

It also makes it clearer what you want the visitor to do and what you will do to help.

Tip:

Use friendly, clear language. Say “we” and “you.”

Example:

Instead of “The organisation provides support,” say “We’re here to help you find the support you need.”

 

Write in a way that is easy to read and accessible

Accessible website copy is copy that most people can understand quickly. For example, visitors may include people with dyslexia, people with low vision who may use screen readers or a zoom function, reading in a second language, or people reading on a phone’s small screen.

Keep things clear and quick to skim by using:

  • plain words
  • short sentences and paragraphs
  • concise, helpful headings and subheadings
  • plenty of spacing
Tip:

Use plain language, short sentences and make key actions easy to spot

Example:

Instead of:

“The organisation provides a wide range of opportunities for service users to engage with a variety of support options.”

Write:

“We offer support in a few ways. You can join a weekly group, book a 1-to-1 call, or email us for advice.”

 

Make your links meaningful

Your links should tell visitors exactly what will happen when they click, so they can choose the right thing without guessing (especially if they’re scanning or using a screen reader).

Each link should include a specific action and be clear about where it goes.

Keep link text short, clear and unique.

Tip:

Avoid “click here.” Use link text that tells people what they’ll get. It also helps search engines.

Example:

Use “Download our volunteer guide” instead of “Click here.”

 

Keep working on accessibility

Many website platforms are already built with accessibility in mind, so you don’t need to be an expert to make a good start.

The main thing is to make choices that help more people read, understand and use your site, especially people using a phone, a screen reader, or keyboard navigation.

Tip:

Use clear headings, good colour contrast, meaningful links, and alternative (alt) text for key images.

Example:

If you add a photo of your team, include alt text like “Our team standing outside the front door at the community centre.”

This helps people using screen readers know what’s in the image they cannot see.

Check your contrast in any graphics you add to the site. Colour contrast checker is a great free tool to check background colour to any text.

These small changes help everyone scanning the page.

Website platforms usually offer themes, different colour schemes and font styles that can help you stay consistent and accessible.

 

Next steps

Check out our resources that can help you develop your website: