Your website is your digital first impression. It’s the first place that anyone goes to find information about your association, and if it’s slow, difficult to navigate or unappealing to the eye, you’re going to lose your audience’s attention…fast.
Did you know that 47% Internet users expect your website to load in 2 seconds or less? And if it doesn’t load in 3 seconds, 40% say they will just leave?
Those statistics are just two pulled out of a comprehensive infographic from a kissmetrics report that is all about website load time, and how it affects your organization’s bottom line.
And load time isn’t all you need to worry about! Design and readability are important, too. According to a Hubspot article, psychology plays a big role in our ability and desire to consume website content. When psychologist and researcher Dr. Elizabeth Sillence asked participants whether or not they trusted a website about hypertension, 94% of those who said they did NOT attributed their uneasiness to design.
These stats aren’t meant to be scary – it’s just our reality! But it’s worth the time and effort it takes to build a modern and responsive website. Think about it:
Built and maintained right, becomes your association website becomes your ultimate conversion zone, capturing prospect data through their journey toward becoming a member.
Speaking of your members – how many of them actively use your website to find association information? Having a user-friendly website is critical to ensuring member engagement by making it easy for them to find what they are looking for – and maybe even something they weren’t looking for, but is valuable all the same! Frequent visitation allows you to also capture member engagement data.
And let’s not forget your surrounding community! Business owners visit your website to engage your members with opportunities of their own. You exist to connect, and your website is an important piece of that.
Finally – the ever-illusive non-dues revenue. Your website gives you a plethora of advertising real estate that can be used ad-hoc, as part sponsorship programs, or in tiered dues packages…but again, without a modern design and optimized website, the value of that real estate is virtually nothing.
If your web template is outdated, if your website is not SEO friendly, if it’s difficult to navigate or not mobile-friendly, if it lacks calls-to-action – ALL of these things and more are keeping you from attracting and engaging your website visitors.
So – now what? If you’re nervous that your website may not be up to task, take a look at what our Website as a Service offerings can do: