How to prepare your nonprofit website content before design begins
Whether you're building a new website from scratch or revisiting your current one, it's completely normal to feel overwhelmed. There are so many moving parts. Do you start by writing copy? Gathering photos? Outlining your programs? Figuring out the story you want to tell?
After working with dozens of nonprofits and values-aligned organizations, we've found that the smoothest projects all have one thing in common: the content was prepared before design began. In this post, I'll walk you through the six-step prep process we use with our clients, so you can bring your website to life without spinning your wheels, whether you're working with a designer or going the DIY route.
Why prepping your content first matters
Let me tell you a quick story.
When I moved to Canada, one of the first things on my list was renewing my health card and driver's license. I thought I had every document I needed. I waited in line for over an hour, only to reach the front and learn I was missing something. Back home I went, digging through my files, to do the whole thing over again another day.
Websites can go the same way. You dive into design, excited to get started, only to realize your content isn't ready. Suddenly you're scrambling to write copy, hunt down photos, and make last-minute decisions about your messaging. The project takes twice as long and feels ten times more stressful.
The best thing you can do, whether you're hiring a designer or building the site yourself, is to come prepared. Here's how.
Step 1: Clarify your website goals
Always start here. Before writing a word, get clear on what your website needs to do and who it's for. The more honest and detailed you are, the more your finished site will reflect your purpose and personality.
Ask yourself:
What are the top three actions we want visitors to take? (Donate, volunteer, get help, sign up for updates?)
Who are our most important audiences, and what does each one need from our site?
What's not working on our current site, if we have one?
How do we want people to feel when they visit?
Which websites do we admire, and why?
Step 2: Write your copy
Your website copy is what turns visitors into supporters. It doesn't need to be perfect, but it does need to be clear. Work through each main page with a few prompts:
Home: In one sentence, what do you do and for whom? What's the single most important action you want visitors to take?
About: How did your organization start? What are your mission, vision, and values? Who's on your team and board?
Programs or services: What do you offer, who is it for, and what difference does it make? How can someone get involved or access help?
Impact: What results can you share? Do you have a story, quote, or statistic that captures your work?
Get involved or donate: What are all the ways people can support you, and what does their support make possible?
Contact: How and where can people reach you?
Write in plain, warm language, the way you'd explain your work to a friend. Keep paragraphs short. Visitors scan before they read.
Step 3: Gather your brand assets
If your organization has been around a while, you've probably collected a mix of files scattered across inboxes and drives. Pull them into one shared folder. Future you (and your designer) will thank you.
Logo files in multiple formats (PNG, SVG, and a version for dark backgrounds)
Brand guidelines, colors, and fonts
Staff and board bios and headshots
Testimonials and quotes from participants, donors, or partners
Annual reports, impact data, and program one-pagers
Partner and sponsor logos, with permission to use them
Videos and event photos
Step 4: Plan your photography
Strong visuals make a lasting impression. Real photos of your work, your team, and the community you serve tell your story in a way words alone can't.
If your budget allows, hiring a professional photographer is one of the best investments you can make. Some photographers offer nonprofit rates, and a single well-planned shoot can supply images for years. If that's not possible:
Use the best photos you already have, prioritizing authentic moments over posed shots
Always get consent before featuring people, especially children or vulnerable community members
Choose stock photos carefully, looking for images that feel natural and reflect the diversity of your community
Check the license for any stock photo to make sure you're using it legally
Step 5: Collect your links and embed codes
It's surprising how many small but essential pieces get lost in the shuffle. Gather them in a simple document or spreadsheet so they're easy to drop into your new site:
Donation platform link or embed code
Newsletter sign-up form
Volunteer application or event registration links
Social media profile URLs
Video embed codes
Booking, intake, or contact form links
Analytics or tracking codes from your current site
Step 6: Set your SEO foundations
Good SEO (search engine optimization) starts with clarity, not just keywords. Begin by setting intentional goals. Who do you want to find your site this year? Donors in your region? People searching for the services you offer? Volunteers?
Then brainstorm the words and phrases those people would actually type into a search engine. For example, a food bank might focus on phrases like "food pantry near me" or "volunteer at a food bank" plus the name of their city. Weave those phrases naturally into your page titles, headings, and copy.
Keep your language specific and human. At the end of the day, you're writing for people, not search engines.
Come prepared, build with confidence
Prepping your content before design begins saves time, reduces stress, and helps you create a website that truly works for you and your audience.
Want a shortcut? We turned this exact process into our Website Prep Guide, a plug-and-play Notion template with worksheets, copy prompts, checklists, and an SEO walkthrough. It's designed to take you from "Where do I even start?" to "I've got this."
And when your content is ready and you're looking for a designer to bring it to life, we'd love to work with you. Let's build something intentional, beautiful, and true to you.
At Sereth Design, we help nonprofits and impact-driven organizations build brands and websites that move people to act. See how we've done it in our case studies or start a conversation about your organization's next chapter.
