Don’t Send Them Away From Your Website

11 Mar

Now that information is so freely accessible through the Internet, websites need to be more than a “store front” for your association; they need to be a resource for information that is useful and can’t be found elsewhere.  As they phrase goes, “content is king.” The most robust association websites provide content that offers value to its members, keeps them returning to the site, and encourages them to forward your information (a link to your website) to other members and prospects.

Why Is This Important?
One of the greatest challenges for associations is finding relevance and creating value to its members and communities. One of the most cost-effective ways to meet this challenge is to create and maintain a website that is a knowledge center. Websites need to offer robust content, useful information, user-friendly resources, and ways for members to become engaged in your association’s community.

Do and Don’t
Here are just a few do’s and don’ts

  • Don’t just supply links on your website to other websites that provide the information they’ve come to your website to find. While this is a shortcut to offering resources, it takes people away from your website. More importantly, it conveys the message that someone else has better information than you can provide. Result, they will “bookmark” those websites and leapfrog your association’s website the next time they need similar information.
  • Don’t neglect to update your resources and information frequently. This will provide both relevance and increase your organic search engine optimization (You’ll increase your visibility on a Google search.)
  • Don’t be one-dimensional in your content. Chances are your association’s members have an array of needs, interests, and ways they find value in their membership. In other words, your website needs something for everyone; your content needs to be balanced.
  • Do update your content often. If members don’t see new information each time they visit your site they won’t find a reason to come back. Once you’ve updated your content, send an email to your members highlighting the new content they will find on the site. If they go to the site often enough, it will then become a habit. Note: Sending this email on the same day of the week each week creates anticipation.
  • Do be a knowledge center/knowledge leader. People return to websites that demonstrate knowledge and expertise in their field. They like to have one place to locate all information without going to multiple sites. Use the expertise and thought leaders in your organization to demonstrate the level of knowledge your organization represents.
  • Do utilize social media, video, webinars, and blogs to offer multiple ways for people to engage in your organization. People learn and consume information in different ways. If your membership is multi-generational, it’s important to provide vehicles for communication and information dissemination in ways that are accessible to everyone. Added benefit: Using multiple media tools increases your visibility on a Google search.

Next Steps?
Let’s get started:

  • Define the core value of your association. What does (or can) your association offer that can’t be found elsewhere?
  • Fill in the Blank: “We want our members, prospective members and the communities we serve to think of us as ____________.”
  • Create a plan and process for updating your site, keeping it relevant, and discussing the analytics. What web pages are popular, how often are members coming to the site, and how is your engagement is being effected.
  • Ask for member and community feedback along the way.

While this is just a brief overview, remember that a robust association website provides content that offers value to its members, keeps them returning to the site, and encourages them to forward your information to others.

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3 Responses to “Don’t Send Them Away From Your Website”

  1. Joshua Paul March 11, 2013 at 3:01 pm #

    Good points that needed to be brought to the surface, Cindy! There is even a debate about how prominently to display for your social media links (LinkedIn, Twitter, etc.) on your site and blogs. The point is to drive people to your website so that they can get value as well as convert on product, event, and engagement opportunities. Many associations (and other types of organizations) work hard using social networks and other channels to get members and non-members to their website and then promote easy paths away from the site to their social outpost. Do you see the same thing?

    • cindyrosen March 11, 2013 at 5:03 pm #

      Thanks Joshua! I can certainly see how that could happen. We haven’t experienced that yet. However, it is something worth monitoring. At this point, I think every association just wants to increase awareness, community outreach and member engagement.

  2. domain September 27, 2014 at 10:31 am #

    Hello, i think that i saw you visited my weblog thus i came to “return the favor”.I am attempting to find things to improve my site!I suppose its
    ok to use some of your ideas!!

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