Association websites: Three things you must consider in 2017
It’s hard enough keeping up with association best practices that apply to your day-to-day operations. Now you have to worry about the ever-changing best practices for your website as well. I’ve had a few association professionals ask me, “What should I be doing with my website that I’m not already doing?” Here are the three things I tell them they must be doing in 2017 to keep up to date and get the results they want out of their digital presence.
Believe it or not, each and every one of us has experienced social proofing at some point in our life. Defined as "the psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation," social proofing is the art of using testimonials and opinions of others to drive consumer behavior.
An example of social proofing would be when you’re looking for somewhere to eat and you hop online to look up reviews. You see two restaurants you’re interested in but one has reviews and the other doesn't. You decide to go to the place with reviews because the restaurant without reviews can’t be any good if it hasn’t been reviewed, right? You’ve taken other peoples' word for it (mind you, complete strangers) and made your purchasing decision. You’ve been social proofed!
Talk with the influential people who are part of your association to participate in testimonials, blogs or even a photo shoot. You can then use this material on your website to show that well-known industry members find your association valuable enough to be members. Add individual or organizational member photos (with their permission of course) to your site to show other potential members which big names are already part of your association.
We all know that people live and breathe on their mobile devices today. That’s why it’s absolutely necessary to make sure the experience you provide to your website visitors is just as good on a phone or tablet, as it is on a desktop. There’s nothing more frustrating than when you look something up on the internet and you can’t find what you need because the website doesn’t work well with your phone. We’ve all experienced those websites on our phones where you’re constantly trying to zoom in and out on your phone to click those tiny, little links. It’s extremely frustrating!
Many web developers are now using what is called “mobile-first” design practices. This means the website is designed with the smallest screen sizes in mind, working the way up to large screens. This practice ensures that anyone trying to access your website on the go is provided with the best possible experience and, in turn, can see the value your association brings immediately.
Do yourself a favor and put your non-member cap on. Pick up your phone and go to your association’s website. Is it abundantly clear what the benefit of joining your association is? Can you search for resources easily? Are links big enough to click, or do you have to zoom in? Make sure they walk away talking about the content and value your association offers, and not how terrible the mobile version of your site is.
Secure Sockets Layer (SSL) is an important way to show visitors that your website is secure. SSL is technology that establishes an encrypted link between a web server (where your website lives) and a browser (the vehicle that gets people there). The encrypted link makes sure that any data passed from the visitor to your site is and will remain private.
SSL creates a pathway for your visitors to search your site, purchase things like memberships or publications and share information safely. You should especially consider it if your website requires login to a members-only portal. The internet is swamped with bots scouring websites for unprotected password pages so they can add unwanted content, or delete it all together.
Getting an SSL is a standard and straight-forward procedure for any IT team. Your association should work with your web developer or the IT person directly to get this set up as soon as possible. This is a great way to build trust with visitors and show them that you’re aware of the potential dangers of sharing data. It’s just one more way to show them you care about them and their valuable financial and personal data.