The internet holds immense potential for driving change. It gives for-impact organisations the power to engage audiences, shift mindsets, and inspire action on a global scale. Yet too many websites fall short—leaving critical work unrecognised and impact unrealised.

In this post, we look at why so many organisations are being failed by their website and explore how a website can be designed to inspire and activate sustained engagement with a cause.

The shop-window problem

As co-founder of Made for the World, I’ve spent the past decade supporting the growth and increasing the influence of NGOs, foundations, and social enterprises campaigning globally on social and environmental issues.

In that time, I’ve seen a recurring problem: a disconnect between what for-impact organisations need from their websites and what traditional web design delivers.

Many for-impact websites take a “shop window” approach, treating their site as a static promotional tool—more about showcasing their work than driving real change. But a website should be more than an online brochure. It should be a dynamic space that engages, convenes, and supports stakeholders to take meaningful action.

Yet, the effectiveness of many sites is still measured using commercial branding strategies—focusing on transactional and conversion metrics like sign-ups, form submissions, and downloads. This mindset overlooks the unique goals of for-impact organisations, whose success depends on sustained engagement and collective action around a shared cause.

This misalignment results in websites that feel too static, one-dimensional, and ultimately unfit for purpose—leaving organisations frustrated by a lack of real impact.

Designing for engagement

The most successful for-impact organisations recognise that their website needs to do more than simply sell their story. Instead, they build digital strategies to drive consistent and sustained engagement and behaviour change.

They think of their website not as a static piece of brochureware to promote and convert, but as an online space that can facilitate stakeholder connection and collaboration.

The result is a website with the potential to create value right at the heart of their mission – delivering measurable impacts that include:

• Increased awareness, engagement and credibility
• Spaces for connection and collaboration with and between stakeholders
• A mutually supportive environment that fosters behaviour and culture-change
• Informed decision-making and demonstrable impact

The six pillars of a positive impact website

So, what does an effective, mission-driven website actually look like in practice? Through our work with for-impact organisations, we’ve identified six key pillars that define a website designed for engagement, influence, and action. These aren’t just best practices—they’re essential principles that ensure your digital presence actively supports your mission, rather than just showcasing it.

Let’s break them down.

Identity: Stand out from the crowd

Your brand’s identity is about so much more than just aesthetics. It’s about crafting a brand experience that is authentic to your mission and values and resonates with the expectations of your audience. An appealing and distinct identity helps visitors understand who you are, what you stand for, and why they should care. From messaging and tone of voice, through to typography and colour scheme, every element should work harmoniously to make your organisation memorable and foster connection and trust.

Have a distinct tone of voice that speaks to your audience, staying true to your values and mission

Mission: Make the case

This is your answer to the question: why does this matter? A vision of how you’re changing the world should be the beating heart and foundation to the narrative of the website. Your website is a platform to inspire people to feel personally connected to the cause. A place to connect emotionally with your audience in a way that matters to them and make a compelling case for action and rally support. Every page should echo your mission, leaving no doubt about your purpose and the impact you aim to achieve.

Create a compelling vision of change that connects emotionally and motivates action

Proposition: Demonstrate your difference

In a crowded landscape, your website needs to make clear the difference you are making and what makes you special in order to motivate people to engage with your work. A robust and well-articulated theory of change combined with clarity around your strategy and work streams will demonstrate how you are delivering on your mission. And tangible proof points, such as case studies, testimonials, or measurable outcomes, show visitors that you’re not just talking about change – you’re actively driving it.

Show how you’re moving the needle with clarity and transparency, proving the difference you’re making

Authority: Animate and advocate

Engagement and awareness is sustained by consistently leading the conversation on the agenda. By taking an authoritative stance on key issues, you can influence debates, guide conversations, and push forward your agenda for change. This involves regularly publishing thought leadership research, articles and insights, and a positive impact website supports this by providing easy-to-use and flexible publishing tools and features. As a reliable and authoritative source of up-to-date information and resources, the website will become a rallying point for others in the space to refer to.

Consistently champion your agenda by regularly sharing valuable insights and thought leadership

Community: Convene and collaborate

A website is not just a tool to broadcast your message – it offers the potential to create online spaces for dialogue and collaboration. Opportunities for connection and input encourage a deeper level of engagement and sense of community. Whether through forums, workshops, or networking, your website should consist of features that support participation and convening, fostering collective ownership and action and driving greater momentum towards common goals.

Create spaces for consultation, connection, and co-creation

Tools: Educate and change culture

A key aspect of behaviour change involves giving people the tools to make tangible change themselves. Through educational content, guidance, and training, your website can equip your audience with the tools they need to develop new practices and approaches. These resources should be actionable and relevant, helping visitors not only learn but also implement what they’ve discovered in their work or communities. In doing so, your website can become a powerful catalyst for cultural and systemic change.

Provide your audience with tools, training, and resources to inspire new practices and drive cultural change

Take action with a website action plan workshop

We believe that every for-impact organisation’s website holds the potential to create real, meaningful change.

If you feel your website could be doing more to support your mission, we’d love to help. Our Website Action Plan Workshop is a chance to step back and assess how well your site is working for you.

In this 60-minute session, we’ll explore how your website aligns with our six impact pillars and highlight opportunities to strengthen its role in engaging your audience and advancing your work. You’ll come away with fresh insights and practical ideas to guide your next steps.

A well-designed website can be a powerful tool for change — sign up for a workshop today and let’s explore what’s possible.