Why you should delete your website's 'media page' right now
Maybe it’s just me, but when I end up on the website of a nonprofit organization that I’m unfamiliar with, I often find myself watching their videos first, as I find that it’s the fastest way to become acquainted with what they’re about.
Normally, you’ll find this kind of video front and center on a nonprofit’s homepage. But sometimes, unfortunately, it isn’t there. Looking around for where it might be hidden, I always hope not to run into my dreaded nemesis: the media page.
For those of you who are unfamiliar, the media page is a widespread feature of many nonprofit websites, storing all of an organization’s video content in one location so that viewers can scroll through it.
It’s also the bane of my professional existence.
Sound harsh? Maybe I’m being a little dramatic, but I stand by my belief that media pages are a mistake – and that they actually undermine your videos.
If you currently have a media page on your website, here’s what I recommend doing instead.
Breaking it down
Let’s back up a minute. Why would I normally expect to find a video somewhere very visible and accessible, like a website homepage?
In the example I first brought up above, the video we’re talking about is your classic introduction video, something simple but effective that captures the unique character of your organization and offers an overview to anyone starting to learn about your work.
After they watch it, viewers should be left with the feeling that checking you out was a good idea. Your work seems valuable and important, and your sincerity is palpable. You’re definitely worth some serious consideration.
This kind of video is meant to function like a welcoming committee, ushering new people into your world. In order to do its job, it needs to be stationed at the entrance, greeting site visitors as they arrive.
What happens if it isn’t?
I can tell you one thing. If it’s not right there waiting for them, most people aren’t going to think, I wonder where the video is. Maybe I should check the media page. (I know that’s what I do, but I’m a video guy. I don’t count.)
They’re just getting to know you; they’re still waiting to be convinced to stick around. They’ll take in whatever content you put directly in front of them, and only if they like it will they go looking for more.
The video you created was supposed to be that content. It was supposed to make that first impression. Yet, by burying it on the media page, you run the risk that it will go completely unseen.
What a website is really for
Many of the organizations I’ve spoken with don’t expect much benefit to come out of their websites. Many only have one in the first place to appear professional, because they’re “supposed to.” Some see it as a place where they can store information about their history or activities, a sort of archive for anyone who has a question.
From that point of view, the media page makes a lot of sense. It’s basically an information dumping ground. Last year’s interview by the local TV station? Yup. That dinner video from 5 years ago? Of course! The organization’s first ever promo, made by a local film student? You guessed it. If a video happened, it’s there.
The truth is, though, that a website isn’t an archive or an encyclopedia. If it’s any kind of book, it’s a choose-your-own-adventure novel. People show up because something about you caught their attention. When they arrive, they look around for words and images that speak to them and let them know their instincts were right: This organization is relevant to their interests. Then, they self-select the content that’s right for them.
If you offer up that content, your website becomes a dialogue and an experience. New donors and participants can learn about you in a gradual, organic way, starting from the introduction and going from there, step by step, towards whatever additional information they seek out and you provide.
What should I do?
When you design your website, try to put yourself in the shoes of your site visitors. What are they interested in? What actions might they take to learn more about your organization? What will they go looking for, and how can you make it easy to find?
Every page should be thought out in these terms and organized around these goals. It should have a purpose, not in terms of covering every possible piece of your history or programming, but in terms of creating a constructive experience.
This definitely includes the media you post. Instead of a broad category like “media page,” think about what questions new prospects might have, and how and when to provide the answers:
An “about” page to articulate your core mission and identity.
Success stories to validate your approach.
For those who get far enough away from the homepage, explainers so they really feel that they have a deep understanding of what you do.
Most of your videos will be most effective spread out across these pages, making them stronger, more vivid, and more interesting. Like each page, each video has a purpose, and it belongs where it can best achieve that purpose. A website that’s designed this way doesn’t need a “media page” any more than it needs a “text page.”
In short, before adding a page to your site, I recommend asking: What is this page for? When will a site visitor want to see it? And what content will actually be beneficial for their level of interest?
What pages do you think belong on a nonprofit website? Do you see some value in a media page that I’ve overlooked? Feel free to start a conversation in the comments.