Is Your Association Website Getting the Job Done?

Is your association website helping or harming your member engagement and recruitment?
Is your association website helping or harming your member engagement and recruitment?

Change is hard. Especially when it comes to your website.

You like what you know, and hey, it’s gotten you this far. But association website design can’t be left on the back-burner.

Here’s a quick fact: 38 percent of people will stop engaging with your website if it’s unattractive. 38 percent! That means your prospective member pool could be whittled down to 62 percent just because your website isn’t pretty.

That’s alarming. And scary. Particularly because attractiveness is subjective.

But don’t fret just yet. While an association website redesign is intimidating, it’s not as big of an undertaking as finding your next association management software. (You can read about that here)

Why Does Your Association Website Need a Redesign?

That’s the big question. Do you actually need to redesign your association’s website?

Here are a few questions to get your juices flowing:

Looking for more Association Answers? Sign up for Protech's monthly newsletter today!
Looking for more Association Answers? Sign up for Protech’s monthly newsletter today!
  • Does our website look modern?
  • Does our website match our overall branding?
  • Could prospective members easily navigate their way through our web pages?
  • Is it obvious throughout the website who we are and what we do?

If you’re still on the fence, simply ask around. What do current members think? How about staff? Or, just show a friend or family member and get their thoughts.

It isn’t too hard to tell whether your association website is due for an overhaul. The thing is, you may have had your rose-colored glasses on too long to recognize the problem.

So, You’re Going With a Redesign? Now What?

Is your association website mobile-friendly?
Is your association website mobile-friendly?

Don’t skip over what we’re about to say. Your association website must be mobile-friendly.

Before you dive into your next big project, demand any vendor you work with be able to make your website look good on both mobile devices and desktops.

Why? Nearly 2 out of every 3 minutes spent online are via mobile devices. And 13 percent of adults only access the web on mobile devices.

OK, now that you’re committed to making your association’s website look good to everyone (hopefully), what’s next?

 

How Far Will You Go?

Maybe you only want to redesign a few new web parts.

Depending on your process, that could prove more difficult than a full tear-down and rebuild. Emphasis on “depending on your process.”

Did you know Protech’s team can give you guidance during your next association website project? In fact, if you’re on the Alliance by Protech association management software platform, the web design process can be made easier by involving the Protech team early and often.

Think Now’s the Wrong Time for a Website Upgrade?

If you’ve been reading this wondering, “I’m not sure it’s the right time for us,” it probably isn’t.

First, don’t wait until it’s too late. Your website might do the trick now, but in a year you might be embarrassed to show it to your board or new members.

Second, be careful about burning your staff’s time. They may be spending so much time troubleshooting and hunting for workarounds just to make your website passable that they can’t be as productive as possible. So be sure to ask your team if it’s time for a change.

Last, but not least, is Google finding your site? If not, neither are prospective members. Don’t risk losing potential members just because your website isn’t cutting it.

Make sure your association's website is ranking on page one on Google and Bing to make recruitment a bit easier.
Make sure your association’s website is ranking on page one on Google and Bing to make recruitment a bit easier.

Conclusion

It might not be time for your association to consider a website redesign — but don’t avoid the inevitable because change is too difficult.

And remember that stat from earlier? How nearly two-fifths of people won’t give your website a chance just because of how it looks? Keep that in mind if you do pitch a new website project to your association’s board. It could come in handy.