Charity homepage content toolkit

Welcome to your charity homepage content toolkit.

Homepage content design is a challenge. As the ‘shop window’ for your charity or non-profit, the homepage of your website will always come in for a lot of scrutiny. Your stakeholders all want their ‘thing’ to be on there, it might be the only page of the website that some senior leaders ever look at, and that’s before we even start talking about user needs.

The idea behind this toolkit is to give you a method to make your homepage content design process a bit more structured. Inside, you’ll find a library of different content elements, and worksheets to help you choose which elements to use and to put them into priority order. It won’t give you wireframes or wording, but it will give you a clear plan for what content you need, in what order, and why.

The toolkit is in part based on a survey of 30 different charity websites. I looked at all the different content elements in use and created a standardised list. Read about the charity website homepage survey.

How to use this toolkit

  1. Make a copy of the homepage content planner (linked on this page). 
  2. Work your way through the modules in order. 
  3. Fill in the planner as you go. The planner is where you capture the details of the content you’re going to put on your homepage. The modules will prompt you when there’s a section to fill in.
  4. Leave feedback as you go – I read it all, and make updates and improvements based on it

Got a question?

Email me at

If your question is about something specific to your homepage rather than about the toolkit I will try to help, but it depends on the complexity.



Get the charity homepage content planner template


Map out the content for your homepage
Get the homepage content planner template (Google Docs)

When you click the button, you will be invited to log in to your Google account and make a new copy of the template.

Alternatively, you can download the files. This toolkit has been created in and for Google Docs. You may need to update or edit formulas for them to work in Microsoft Office or other document formats: