The 15-Minute Fix for Your Association Website

By Elaine Acker

There’s no denying that association leaders have to wear lots of hats. And if that sounds like you, it may also mean you’re so close to your day-to-day business, it’s hard to look at your marketing program objectively.

Do your members and prospective members understand the value you offer? Have you shared exactly how they can do business with you and take advantage of their membership benefits? Are you sure every digital marketing campaign gives you a return on your investment?

Your website is your No. 1 marketing tool. And if you want to stop missing new revenue opportunities and start creating membership growth, do this.

1. Set aside 15 minutes on your calendar. (Do that now. Don’t wait.)
2. Evaluate your website using the checklist below.
3. Connect with members and increase revenues.

Then answer Yes or No to the following:

  • Does your home page communicate, in five seconds or less, exactly what you do?
  • Is your home page clean and easy to skim?
  • Do your photos communicate how people feel when they join your organization?
  • Is there a clear call to action? You shouldn’t feel shy about asking people to join now. Be specific.
  • Have you clearly communicated the value of what you offer? What difference does your organization make in your members’ lives?
  • Do your prospective members immediately understand what problems you solve?
  • Is it easy to understand the good things that happen when they join your organization?
  • Is it easy to understand what bad things can happen if they don’t join your organization?
  • Do your payment options make it easy for people to start doing business with you?
  • Have you given them a plan of action in three easy steps?

If you can say “Yes” to those 10 questions about your website, then your revenues are headed in the right direction: UP!

But if you’re not sure your website is working hard enough for you, it’s time to make a few changes. Use this checklist to offer specific feedback to your marketing and website teams. A few simple tweaks to your website can make a big difference on the bottom line.

Elaine Acker is a TSAE member and speaker and CEO of Sparx360, which specializes in membership marketing and strategy. She is also a certified StoryBrand guide. She can be reached at [email protected].

Photo credit: iStock.com/PeopleImages

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