Your organization’s website is a great tool to control the narrative and market to potential members and customers. Don’t waste that opportunity with a website that doesn’t clearly lay out your mission or doesn’t allow users to access it on multiple devices. A recent webinar by Protech Associates – the leading provider of cloud-based association management software - unveiled the most common website complaints made by your association’s members and how to fix them.
Complaint #1: Cluttered login/sign on page – Your website’s login page is your member’s first impression of the member portal, or first impression for a customer if you require login to gain access to certain information. If it is too busy or not clear about how they need to login, a good experience is not set up from the beginning. No one wants to struggle to find information, so make it easy for your members to find what they want. Website navigation needs to be simple and clear to help members find the content, experts and services that they need. Members should only need one login, and they should be able to use it for everything from reading blogs, watching videos and participating in discussions.
Complaint #2: Stale content - Not only does a dusty website scare away visitors, but it also damages your search engine optimization (SEO). Go through your web pages and remove or rewrite information that is old or not relevant. Broken links, stale content and images that look like they haven’t been changed in years are all factors that could deter users from engaging with the site and/or potentially becoming members. Finally, nothing frustrates visitors more than pages that are slow to load. Reduce all elements that increase load time – or consider dividing up this information on different pages.
Complaint #3: Website that doesn’t look good on all devices – To optimize your user experience, you first need to know your audience and understand what devices they are primarily using. As millennials are the largest group in the workforce and do most things from their mobile phone or tablet, they expect their website experiences to be the same, no matter the device they are using. A responsive web design is one that adapts to whatever screen size you’re using, whether it’s a big desktop or a tiny smartphone. The design, content, and user interface of your website is adapted so that visitors can seamlessly visit it on any device and any browser. Thanks to responsive design, users can easily browse a website regardless of what device they use.
Armed with this new information, take another look at your website with fresh eyes. Does it suffer from some of the issues mentioned above? If so, contact us! Our website experts can help develop custom solutions for your unique organization.