Gone are the days when having a website was optional. Gone, too, are the days when your website consisted of one or two pages of static information.

If “location, location, location” is the key to having a successful business, then “content, content, content” is the key to attracting people to your organization’s website and engaging them once they’re there. Presenting different types of content and refreshing it regularly will help keep visitors coming back.

So, what kind of content can you utilize? Here are the six different types of content that will help bring people on your site and keep them there.


Stories are an informal way to demonstrate who you are and what you do. Put your most compelling stories on the front web page. Include articles (or links to them) about issues that are relevant to your cause.


Blogs are a great way to add fresh, relevant content to your website. Just make sure to update blogs regularly. It’s better not to have a blog than to have an outdated one.


Photos also tell your story. Use them liberally and switch them frequently to make your web pages more interesting.


Videos are appealing and are easily incorporated into websites these days. They’re a great way to engage younger audiences in particular.


User-generated content is another way to keep your website content fresh and interesting. Actively engage with visitors by encouraging them to share their comments and photos.


A newsroom or pressroom is for press releases your organization publishes and for links to news items about your organization, leaders, or donors.

Use content to attract visitors to your website. Then keep them in the loop by collecting e-mail addresses. Even if you don’t publish an e-newsletter, you can send out announcements and links whenever you post new content to your website.

One final thought: Mobile devices are proliferating. If you don’t have a mobile friendly website, it may be time to consider getting one.