When you observe certain indicators or experience specific issues that may hinder your organization’s growth, member engagement, or online presence, it is time to redesign your membership organization website. Here are some key signs:
- Outdated Design: If your website looks visually outdated or does not align with current design trends, it may be time for a refresh. An updated design can give your organization a more modern and professional appearance, enhancing credibility among current and potential members. Newer trends include using videos in the main header area, mega menus and large footers.
- Poor User Experience: If users find it challenging to navigate your website, locate information, or perform actions such as signing up or accessing member resources, a redesign is necessary to improve the user experience. User-friendly navigation and intuitive layouts are crucial for keeping members engaged. A sure sign of poor user experience is an increase in calls to member services asking for resources that should be easily accessible from the website.
- Not Mobile-Friendly: With a significant portion of web traffic coming from mobile devices, having a responsive website is essential. If your current website is not optimized for mobile devices, a redesign is necessary to cater to mobile users and ensure a seamless experience across all devices.
- Low Membership Engagement: If you notice a decline in member engagement, such as reduced participation in events, fewer sign-ups for newsletters, or decreased interaction with member-exclusive content, a redesign can help revitalize interest and boost engagement. Be sure to check your Google Analytics to see what your users are up to on the site and to determine if your numbers are going up or down.
- Slow Loading Speed: Slow-loading pages can frustrate users and lead to higher bounce rates. If your website’s loading speed is sluggish, a redesign can optimize performance and improve loading times.
- Search Engine Rankings: If your website’s search engine rankings have dropped significantly, it could be due to outdated SEO practices or a lack of SEO optimization. A redesign can incorporate SEO best practices to improve your website’s visibility in search engine results.
- Content Management Challenges: If updating and managing content on your current website is cumbersome and time-consuming, a redesign with an easy-to-use content management system (CMS) can streamline content updates and maintenance.
- Branding Changes: If your membership organization has undergone branding changes, a redesign is necessary to ensure that your website reflects the new brand identity and messaging.
- Security Concerns: Older websites may be more vulnerable to security breaches. If your website lacks the latest security measures, a redesign can enhance security and protect member data.
- Technological Advancements: Technology and web design trends evolve rapidly. A redesign can help your website leverage the latest technologies and features to enhance functionality and user experience.
- Time: If it has been between three and five years since your site was designed, it is time to consider updating the look and feel. Even if other indicators are positive, and you are happy with the content management aspects of the site, putting in the time and effort for a new design demonstrates to members that the site is an important part of your ongoing communications strategy.
Remember that website redesigns should be data-driven and based on user feedback. Conducting surveys, usability testing, and analyzing website analytics can provide valuable insights into what aspects of your current website need improvement. By aligning the redesign with your organization’s goals and member needs, you can create a more effective and engaging online platform for your membership organization.