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Size Wise Web Site Woes ASSOCIATION MANAGEMENT, August 2005 Tips to increase Web site effectiveness: 1) Clearly articulate and sell the benefits of membership. Show prospective members how their lives will be improved by joining the association. 2) Use the power of endorsements by including members testimonials. 3) Provide easy and compelling ways to get member feedback and input. 4) Offer compelling reasons to join now, such as free reports or extra months on the membership if prospects join before the end of the month or year. "I can't find anything on the Web site." When you hear this lament from members, you know it's time to evaluate how effective of a communication tool your Web site really is. Particularly in organizations with smaller staffs, Web sites are heavily relied upon to support basic functions such as marketing memberships, selling products, and providing up-to-the-minute information about industry or professional trends. PCI Communications, Inc., a communication agency with offices in Washington, D.C., and New York City, has observed that all too many association Web sites fail in the following areas: Clearly articulating and selling the benefits of membership. Show prospective members how their lives will be improved by joining the association. Using the power of endorsements. Why not have a few pictures of absolutely delighted members with quotes? Providing easy and compelling ways to get member feedback and input. Instead of "Contact Us," how about a section called "We Want to Know"? Offering compelling reasons to join now. Offer free reports or extra months on the membership if you join before the end of the month or year. For more information and tools you can use to evaluate your Web site, visit www.pcicomm.com.
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