How to Improve Your Charity’s Homepage for Search and Support

Make your homepage work harder — for Google and your community.

June 14, 2025

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Improve Your Charity’s Homepage for Search and Support

Your homepage is more than just a front door — it’s often the first and only page people see.
So, how do you make sure it shows up in search and supports your mission?

This week, we’re breaking down how to make your homepage work harder — whether you want to raise awareness, get donations, recruit volunteers, or grow visibility.

Step 1: Make It Search-Friendly

Google needs to understand what your charity does and who it helps — fast. Here’s how to make that clear:

Use a Clear Page Title

Make your page title descriptive, not vague.

❌ “Home”
✅ “HopeShelter | Homeless Support Services in Birmingham”

Add a Strong H1 Heading

This is usually the first big text on your page — and it should match what people are searching for.

“We provide emergency housing and support for rough sleepers in Birmingham.”

Include Keywords Naturally

Don’t force them, but make sure you mention your service, cause, and location within the first few paragraphs.

Keep the Page Fast + Mobile Friendly

Google ranks faster, mobile-optimised pages higher. If your homepage is slow or difficult to use on phones, address that issue first.

Step 2: Make It Supporter-Friendly

SEO gets them to the page. Your content keeps them there. Here’s what to include to turn visitors into supporters:

Clear Call-to-Actions (CTAs)

What should someone do next? Donate? Volunteer? Learn more? Don’t make them guess. Use buttons like:

  • “Donate Now”

  • “Join Our Newsletter”

  • “Refer Someone in Need”

  • “Volunteer With Us”

Showcase Social Proof

Real stories. Testimonials. Photos from your events. People trust people, not just logos or stock images.

Explain Your Mission Quickly

In 1–2 sentences, explain why your charity exists and who it helps. Keep it warm, not corporate.

Highlight Your Impact

Use numbers or short bullet points:

  • “Over 1,200 meals served last year”

  • “£5 can fund a care package for a family in crisis”

Step 3: Test and Improve

Ask yourself:

  • Is it clear what we do within 5 seconds of landing?

  • Are the calls-to-action obvious?

  • Would someone who doesn’t know us feel confident donating?

Use tools like:

  • Google Search Console to track visibility

  • PageSpeed Insights to check performance

  • Screen recordings (like Hotjar or Microsoft Clarity) to see how people interact with the page

Coming up next:

What to Put on Your Charity’s “About” Page — and Why It Matters for SEO
It’s the most skipped-over page in most site builds — but for charities, it’s vital. We’ll show you how to make it shine.

Enjoying this? We send tips like this twice a week, plus updates on the tools we’re building for charities.

Let’s build something better — together.