No Clear Explanation of What You Do
A visitor who lands on your homepage should be able to answer three questions within the first few seconds: What does this organization do? Who do you serve? Where do you operate? If the homepage opens with a mission statement written in internal language, a large image with no context, or a rotating slideshow, many visitors will leave before they get their answers.
The most trusted nonprofit homepages lead with a direct, plain-language description of their work. It doesn't need to be long. One or two sentences placed prominently above the fold can do the job. The goal is to immediately confirm for the visitor that they're in the right place.
Outdated Content and Stale Dates
If your homepage shows a news update from 2022, an event listing that has already passed, or a photo that clearly dates back several years, visitors notice. Stale content signals that the organization may not be active — and an inactive organization is not one people donate to.
You don't need to constantly update your homepage. But you should ensure that any time-sensitive content — events, news, annual reports — either stays current or is removed when it becomes outdated. A homepage that looks maintained builds more confidence than one that looks forgotten.
No HTTPS or Security Certificate
Browsers display a warning when a website doesn't have an SSL certificate. Visitors see language like "Not secure" in the address bar. For any nonprofit asking people to donate online, this is an immediate trust killer. Even if no donation happens on your homepage, the warning applies to your entire site and creates doubt before the visitor goes any further.
SSL certificates are inexpensive or free through most hosting providers and through services like Let's Encrypt. If your site still runs on HTTP rather than HTTPS, fixing this should be treated as urgent.
GoodSiteReport's trust and credibility audit reviews your homepage for the specific signals that cause donors to hesitate or leave — including security issues, outdated content, missing contact information, and unclear messaging. See how your homepage scores.
Hard-to-Find or Missing Contact Information
A nonprofit with no visible address, phone number, or staff information looks anonymous. Even if visitors aren't planning to call you, the absence of contact details creates subtle doubt. It raises the question: if I had a problem, could I reach anyone? For first-time donors especially, that question matters.
At minimum, your homepage should have a link to a contact page in the navigation, and your footer should include a physical address or mailing address. Displaying a named staff contact or a photo of your team adds additional credibility that anonymous organizations can't match.
Low-Quality or Inconsistent Visuals
Blurry photos, mismatched fonts, stretched images, and inconsistent colors don't just look unprofessional — they raise a question about competence. If an organization can't maintain a clean website, will they manage donations responsibly? Visitors don't think this consciously, but the impression forms.
You don't need a professionally designed site to look credible. You need a consistent one. Use the same two or three fonts throughout. Make sure images are appropriately sized and not distorted. Choose a color palette and stick to it. These decisions are free and available to any nonprofit on any platform.
No Social Proof or Evidence of Impact
Donors want to know their money will be used effectively. If your homepage makes no mention of results — the number of people served, testimonials from clients or community partners, logos of recognized funders, or third-party ratings like Charity Navigator — then visitors have no evidence to reassure them.
Even a single clear impact statement ("We served 4,200 meals last year") or one testimonial from a real person adds credibility that a generic mission statement cannot. The homepage doesn't need to be a full impact report — just something concrete that confirms your work is real and your results are trackable.