Undergoing association transformation comes with a lot of moving parts, from facilitating successful change, building long-term marketing strategies, innovating processes through new technologies and mitigating risk.
When done successfully, change for your association will spark membership growth, improved engagement with existing members, a more strategic brand strategy, alignment across all stakeholders and process optimization. One crucial component of successful change management is the creation of a website that truly delivers your brand message and value proposition to both existing and potential members.
The Importance of Impactful Association Web Design
Your association’s website is the digital face of your organization. It’s often one of the first points of contact for your existing members and potential new ones. But it's not just about having an online presence; it's about forging connections, conveying your value, and driving engagement.
Here’s a few reasons why association web design is crucial.
- Central Hub of Information: Your website is the primary resource where members and prospective members turn to for vital information, from event schedules to what you offer your members.
- Membership Engagement: Beyond just providing information, modern association websites serve as community platforms, hosting forums, webinars, and other interactive sessions that foster member engagement and sense of community.
- First Impressions Count: For many, the website is their first interaction with your association. A well-designed site can establish credibility, professionalism, and trust.
- Membership Drive: A compelling website can attract new members, offering them easy access to membership benefits, sign-up processes, and association values at a glance.
5 Key Things to Keep in Mind When Designing Your Association Website
1. Design Your Website With Your Buyer Personas in Mind
All association web designs should be initiated with in-depth member research based on your buyer personas. Undertake comprehensive research to understand the diverse backgrounds, preferences, and needs of your members, and ensure all web design is underpinned by your persona needs. Present information and resources that resonate most with your buyer personas, and ensure that your website’s buyers’ journey is easy to follow.
2. Ensure Your Website is Mobile Friendly
With the rise of smartphones and tablets, more users access websites on the go. In fact, over 58 percent of website traffic comes from mobile devices, according to Statista. That’s why it’s important to ensure your web design is fluid - adapting seamlessly across devices, and offering a consistent experience.
To do this you can incorporate touch-friendly features, such as sliders, dropdown menus, interactive graphs or infographics. These elements cater to mobile users and can significantly boost member engagement on your website.
3. Create a Structured Navigation and User-Friendly Layout
Organize content methodically, presenting the most sought-after information prominently. Consider features like sticky headers for crucial navigation links or a collapsible menu for comprehensive content categories. While doing this, remember to keep in mind that your navigation and web layout should be built with your buyer personas and buyers’ journey in mind
4. Your Website Should Portray Your Association’s Value Proposition
Most importantly, your website should define and articulate what sets your association apart. Highlight the benefits of membership, the mission you uphold, and the impact you create. Showcase the experiences of members, partners, or other stakeholders to add authenticity to your value proposition. Real-world testimonials and case studies can powerfully illustrate your association's impact.
5. Maintain Brand Consistency
Use your website as a platform to convey your association’s mission, vision, and values. Incorporate storytelling elements, be it through blog posts, member testimonials, or multimedia presentations. When doing this, it’s important to maintain brand consistency. This not only elevates the look of your website, but also engages members more effectively.
Interested in learning more about the importance of association web design, and how you can make it a critical component of your change management strategy? Get in touch with the Halmyre team today. Our association marketing and transformation experts would love to help.
