Designing a Charity Website That Works for Families and Funders
Your website is often the first place someone interacts with your charity. It might be a parent looking for support, a young person exploring your services, or a funder reviewing your impact before making a decision. The challenge is designing a website that speaks to all of these audiences with warmth, clarity and purpose, while still feeling true to who you are.
Why Your Website Matters
At its best, a charity website should do three things really well: inform, reassure and invite. Families need to quickly understand what you do and whether you're the right fit for their child or situation. Funders need to see the value and outcomes of your work, supported by real examples and clear data. Your website should make all of this easy to find and easy to absorb, even for someone visiting for the very first time.
It starts with clear messaging. The moment someone lands on your homepage, they should be able to understand who you support, how you help, and where you’re based. Avoid overly abstract taglines and sector jargon. Instead, focus on plain, confident language that says what you do in human terms. A great test is to read it out loud: would a parent or local professional understand it instantly?
Start With Clear Messaging
Navigation matters too. Your website menu should help guide people to the right place, whether they’re looking to make a referral, read your latest impact report, or simply get in touch. Using headings like “Get Support,” “Refer a Young Person,” “Our Impact,” or “For Funders” can help create a sense of structure and confidence. Think about the most common questions you get asked, and make sure the answers are easy to find without having to dig around.
If you want to build trust with funders, you’ll need to go beyond explaining what you do and focus on showing the difference it makes. This doesn’t mean packing in endless reports or complex data. Instead, share a handful of key outcomes, some real-life stories, and perhaps a few quotes from those you’ve supported. A downloadable or accessible annual impact summary can go a long way in demonstrating accountability and professionalism.
Make Your Impact Visible
For families, visuals matter. Real photos of your team, your spaces, and the young people (with consent) go much further than stock imagery ever could. People want to know who they’ll be speaking to, what your environment looks like, and what kind of culture you’ve created. Including a “Meet the Team” page or a short welcome message from your founder or manager helps add warmth and approachability.
One of the most important but often overlooked features of a charity website is a simple, visible referral process. If professionals or families need to jump through hoops just to find a form or contact details, it can lead to missed opportunities for support. A visible button on the homepage, a short explanation of your referral criteria, and downloadable or online forms will make a huge difference. Be sure to include a direct phone number or email for those who want to speak with someone first.
Final Thoughts
Finally, your contact details should be easy to find on every page, ideally in the footer and on a dedicated contact page. Include your phone number, email address, social media links and, if relevant, your address or area of service. A simple contact form can also help, especially for general enquiries or potential partnerships.
Designing a website that works for both families and funders doesn’t mean making things more complicated. It means thinking through their journey, answering their questions, and building a space that reflects the care and quality of your work. With the right structure, tone, and content, your website can be more than an information hub, it can be a bridge between your mission and the people who help make it happen.
If you need help refreshing your website or crafting the right words to reflect your impact, we’d love to support you. At Louise, we work closely with youth and children’s charities to create websites that are clear, engaging, and rooted in trust.
