Creating a website takes a lot of effort. Although many nonprofit leaders tend to overly focus on the general aesthetics and homepage presentation, the other pages of the website oftentimes lack the same level of thought and effort. Don’t get me wrong, the homepage and design is important. However, if visitors to your website are not guided through the right process to get them to do what you want them to do, you’re missing tons of new relationships and potential supporters. Luckily, there is a simple formula that has helped marketing professionals to create compelling content that has been converting website visitors into relationships for a few decades now. That formula is called “AIDA”.