What Really Happens in a Nonprofit Website Audit

For many nonprofit teams the phrase website audit feels a bit intimidating because,

Is it a technical thing?
Is someone going to judge every small mistake?
Am I about to receive a twenty page report that nobody on my team has time to read?

I hear this often in my inbox.

In reality a nonprofit website audit is a calm structured look at how well your site supports your fundraising and storytelling goals. No shaming or jargon, just clear feedback on what is working and what is quietly blocking donations.

In this post I want to show you exactly what happens during a website audit with me so you can decide whether it is the right move for your team.

If you are reading this around Cyber Week (24 Nov to 2 Dec 2025) you may also see a special offer on my Nonprofit Website Audit service (30% off!) so this is a good time to understand what you are actually buying.

Why a website audit matters more than a redesign

Most small nonprofits assume that if their website is not working they need a full redesign. That is almost never the first step.

• A redesign is a big project
• You need budget
• You need internal buy in
• You need time that you probably do not have

An audit is different because it works with the site you already have and looks at questions like:

• Can a new visitor understand what you do in under ten seconds?
• Is it obvious where to donate volunteer or sign up?
• Do key pages load quickly on mobile devices?
• Are there broken links or confusing loops that cause people to give up?

Sometimes a few simple changes in structure copy or layout can unlock more donations than a complete rebuild.

Step one: Context and Goals

Every audit starts with context. I look at:

• Who you serve and what your main programs are
• Your current fundraising priorities for the next three to six months
• Whether your main goal is donations email sign ups volunteer recruitment or something else
• If you already have analytics set up, I also analyze top pages and basic traffic patterns. This helps me focus on what really matters rather than inspecting every single page with the same intensity

This part is important because the goal of an audit is not perfection. It is alignment between your website and your real world goals.

Step two: Donor Journey Walk Through

Next I walk through your site like a first time visitor. I usually start on the home page then follow a natural path into your about page, impact stories and donation experience.

Along the way I look for:

• Clarity - Is the main message simple and human?
• Trust - Can visitors see who you are, where you work, and why they should trust you?
• Focus - Are there too many competing buttons or calls to action?
• Emotional connection - Do stories and images help people feel the impact of your work?

I take notes on anything that feels confusing or heavy and I capture screenshots where helpful.

Step three: Donation and Conversion Paths

Your donation and sign up paths are the heart of the audit!

Here I test:

• How many clicks it takes to donate or join your email list?
• Whether forms are easy to use on mobile?
• If your donation options and amounts are clear?
• Whether confirmation and thank you messages feel warm and reassuring?

Often, I find small fixes that make a big difference. For example:

• Moving the donate button into a more visible spot
• Simplifying the donation form language
• Creating a shorter email sign up form for people who are not ready to give yet

Step four: Content and Structure Review

Next I look at your content and site structure. Kindly note that I am not grading your writing style like an exam.

I am asking:

• Does the navigation reflect how real supporters think?
• Are key pages buried in drop down menus?
• Is the language plain and accessible or full of internal jargon?
• Do blog posts and updates support your fundraising and program goals?

I also keep an eye on accessibility basics such as font size contrast and how easy it is to read on smaller screens.

Step five: Quick Wins and Deeper Improvements

Once I have walked through everything I prepare your audit report.

You receive:

• A summary of your current strengths so you know what to keep
• A list of quick wins you can implement in an afternoon
• A set of deeper recommendations for the next three to six months

Quick wins might include:

• Updating three key headings for clarity
• Reordering your navigation
• Adding a simple story block to your donate page
• Deeper recommendations might include
• Creating a dedicated impact page
• Reworking your email sign up offer
• Adding a basic content plan to keep your site fresh

The goal is not to overwhelm you.

You should be able to see exactly what to tackle first with the time and capacity you have.

Nonprofit Website Audit

Transform your nonprofit’s website into a fundraising and storytelling powerhouse.

$20

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What Happens After the Audit

An audit is not a magic spell. Change only happens when you act on the recommendations. That said, my clients often tell me that having a clear list of priorities removes a lot of anxiety.

No more guessing which change matters most and no more endless debates about button colours while big issues stay untouched.

After Your Audit You Can

• Make changes in house if your team is comfortable with your website platform
• Share the report with a web designer or developer
• Use it to brief volunteers or pro bono partners

Cyber Week 2025

During Cyber Week (24 Nov 25 - 02 Dec 25) I am giving a 30% discount on the Nonprofit Website Audit for a limited number of nonprofits.

If you see that offer live and you know your site needs attention this is your invitation to claim a spot while it is available!

Ready to take your nonprofit to the next level? Explore more tips, tools, and resources at NonprofitToolkits and start making an even greater impact today!