There are more than 4 billion internet users in the world, and almost 1.9 billion websites currently in existence. Tomorrow, there will be even more.
Your web presence is your showroom. It’s where your members come to get an impression of who you are and what you do, and we all know that first impressions really do count. With technology constantly evolving, and websites not going out of fashion anytime soon, you need to make sure yours is the best it can be to ensure your organisation stands out from the crowd.
Like everything, best practice will change, and there will come a point that you’ll need to consider a revamp – but how do you know when that point is?
Here are our top 5 signs that your online presence needs an upgrade, pronto
1. Your website isn’t Mobile-Friendly
As shocking as it might seem, some membership organisations do indeed have a non-responsive website in 2021! Despite mobile devices accounting for over half of web pageviews worldwide, some websites still aren’t optimised for mobile, making it hard for users to navigate.
Google’s algorithm takes into account whether your site is responsive, and, if not, will score you as a poor content provider, dropping your search authority.
If you’re unsure whether your website is mobile-friendly or not, check using Google’s Mobile-Friendly Test here.
2. You’re not communicating the right message anymore
Content is King, but too often it is seen as the last piece in the puzzle when it comes to a web build.
We cannot stress enough how important words are when it comes to converting visitors into paying customers. It is critical that the messaging conveyed on your website is up-to-date and relevant. If you haven’t updated your content since you first launched 5+ years ago, it’s going to be looking tired at best, and utterly irrelevant at worst.
Re-evaluate your content to ensure it still resonates with your members, aligns with your business goals, and offers real, tangible value to your members. It is more important than ever that your website delivers on member expectations.
3. The design is outdated and no longer ‘pretty’
One of the biggest tell-tale signs you need a website revamp is that your design looks outdated and is no longer helping your members successfully navigate your site.
If your site looks like it was built when computers looked like this… then it’s time for a refresh.
4. Your members can’t find what they are looking for
You don’t want your members to get lost on your website, so having a clearly defined user journey and precise navigation is key. Ensure every page has a purpose, a clear call-to-action (CTA), and contact details are easy to find wherever you are.
Often, our clients come to us looking for a website refresh because their existing site has such a poor user experience (UX). According to the latest Digital Excellence 2021-22 Report, 90% of members expect a value-driven experience online, so UX should be one of the top priorities of your website. Thankfully, more emphasis is now being placed on UX, but the membership sector still has work to do in this area!
5. It no longer reflects your brand, or you’ve recently rebranded
Your website and brand must align. Stick to your brand guidelines to ensure consistent use of colour palette, fonts, tone of voice, and imagery.
If your organisation has recently undergone a rebrand, you need to ensure these changes are reflected on your website. This will help to establish a connection between your users and your brand and keep the overall experience coherent.
You can read more about Cantarus’ rebranding projects in our case studies, such as our client, the Association of Anaesthetists, who approached us to rebrand their website as their business evolved.
Cantarus is a multi-award-winning full-service digital agency specialising in delivering websites & with deep expertise and an outstanding client portfolio in the membership sector. If you would like to get in touch with Cantarus, pop us an email at [email protected]
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