37 Must-Have Strategies to Better Engage Website Visitors, Part 4

30. Create custom landing pages for special campaigns
This is a standard best practice, creating a custom landing page for a special campaign. For instance, St. Jude's Partner in Hope campaign.

"If you're having a special gala, fundraiser or doing something unique, create a landing page for that so people know what it is and what you want to them to do," Reed said.

31. Remove navigation options to make landing pages easier to navigate
The main purpose of a landing page is to get visitors to either sign up or donate. It's all about getting the visitor to act on that call to action. That's why it makes sense to reduce the number of navigation options, which in turn reduces the amount of content on the landing page, increasing the likelihood of conversions, Reed said.

Kapin added that during year-end fundraising campaigns, removing the top navigation bar is critical in closing the deal.

32. Have a clear goal for each landing page and remove any clutter
Going hand in hand with No. 31, make sure there is a clear goal, the call to action, and remove any clutter to increase conversions. Reed provided the example of the Livestrong Foundation, which had a landing page that says "Make a Donation" and then provides amounts.

33. Use Google website tools to test your website
What should be tested? According to Manix, among other things, you should look at and test:

• Loading page times
• Link checking
• Inbound traffic
• External links
• AdWords integration
• How people come to your site

34. Know where your visitors are going on the site and optimize navigation
This is where analytics come into play. Track what drives people where, and then optimize your site to get them to the places you want them to go and take the actions you want them to take.