2. Update Your Website Experience.
Your website is your welcome mat for the outside world, and it is likely one of the first experiences people will have with your association. An effective website can dramatically improve many aspects of your business. A well-crafted site makes it easier to sell prospective members on the value of your association. A user-friendly site makes it easier for members to find what they need, reducing customer service requests. A content-rich site makes it possible to deliver member value, support your members and convey credibility to the outside community. It pays to develop a superior website experience.
Although different associations will have websites with different features, layouts and designs, all successful websites share similar features: they are easy to navigate, they present content relevant to their audiences, they contain clear calls-to-action and next steps, and they are designed for mobile. Their high-quality content and user-centric navigation guide visitors through all of the stages of the member experience—from prospect to lifelong member and from novice to seasoned pro.
So take a long, hard look at your website with respect to your member personas.
– Is there an obvious path for your personas to take?
– Is it easy for them to access the most important, most frequently visited features?
– Is it easy to navigate on a mobile device?
– Does your website go above and beyond to deliver on their expectations?
If your site is falling short on any of these points, you need to invest in a website redesign.