The user experience of your association website reflects who your organization is, what it has to offer members, and represents your credibility in the industry. If it is hard to navigate, difficult to understand or isn’t engaging, you can count on any traffic you have driven to your association website to go somewhere else. How can you improve the user experience of your website? Here are five proven methods for doing just that.
- Integrate with your membership database software. Nothing is worse than information that is outdated or unavailable. Find an integrated solution so you can make website updates in real-time, keeping your membership database, events, news, and more always up-to-date.
- Searchable, concise content. Web users have short attention spans. For more effective content, use keywords that are relevant to users as well as search engines. People want to easily be able to find what they are looking for without having to dig pages deep.
- Provide multiple engagement points, relevant to each of your target audiences. Some of your website visitors will be looking for how to join. Others may be interested in an event, educational resources, membership directory, or something else. Be sure you provide visitors with relevant calls-to-action.
- Make sure your navigation is a snap. People do not want to spend more than a few clicks to get to find what they need. In other words, if they have to sign up, go to a page, click a link and then get to what they want, they'll leave first.
- Let website users contribute and share content. Consider giving users a place to leave feedback. Or encourage them to participate in blogs or other discussions. Include links to share your content on Facebook, Twitter and other social media sites.
If you are unsure if your website makes the grade, ask someone to find something on your site. Does it take moments or minutes? User experience does matter because without a positive experience, users go elsewhere quickly.
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