Hi Rabbi [LAST_NAME GOES HERE],

In website copywriting, there’s something we call the “hero test.”

The “hero” is the first part of your website that visitors see when they visit, everything that’s immediately on the screen, before they scroll for even a moment.

This is what will help them decide if they should scroll, click, stay or leave. (That’s why it’s called the hero. This tiny section does a lot of work.)

Is your hero strong?

There’s a simple rule of thumb. Within seconds of getting on the page – without scrolling – people should know what you do, why they should care, and what to do next.

1. What do we do?
2. Why are we different?
3. How can I get involved?

Open up your own website as you read this email and ask yourself those few questions.

• Make sure it’s not vague: “An organization dedicated to bettering lives…” How? Where?
• Make sure it’s specific: Don’t just include your logo. Explain who you are.
• Make sure it’s short and simple: you only have 2-3 lines, not a paragraph.
• And make sure the next step is clear: Do you want people to donate? Review your calendar of events? Volunteer? Whatever it is, make sure that button is there.

If you can answer all three questions just based on the hero alone, you have a strong start to your website. If you don’t, now’s as good a time as any to change it.

We operate as a fractional CMO for Jewish nonprofits, helping with marketing strategy, implementation and copywriting that touches hearts. And gets people giving. See our NPO packages

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