Your website is on the job 24/7 and is a key player in your association.
Your association website is often the first interaction someone has with your association, speaking to every person who visits you online. You have one chance to make an excellent first impression, so it’s important to get it right.
Most of us are familiar with Inattention Blindness, failing to see something right before us (you’re not alone—it’s a real thing, and a fantastic video demonstrates the phenomenon).
When it comes to your association’s website, avoid Inattention Blindness with a quick, 10-minute website analysis. Reviewing your site occasionally is critical to ensure you use current best practices for association websites.
Before you start, make sure to determine who your website is for. Then ask yourself the following:
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- What is the purpose/function of having a website for your brand?
- What goals do you want your website to achieve?
- What needs aren’t being met by the current version?
- What is the most important information the homepage must relay to the user?
- What is the most critical thing you want visitors to do when they come to your site?
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- What do you want newcomers to know or do?
- What do you want current customers to know or do?
- What do you want them to know or understand (assume the user WILL leave after 5 seconds)
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- What key pieces of info should be available on every single page of your website?
- What are the most important calls-to-action (CTAs) on your site?
- What needs aren’t being met by the current version?
- What specific, measurable, achievable, relevant, and time-based (SMART) goals results will indicate a successful website?
Laying the foundation for a successful association website design is dependent on establishing a clear purpose and specific goals. Whether under development, was recently updated, or has been around forever, your website can always be improved.
