19. March 2012 09:34
I read an interesting article this weekend from Steve Drake on Association websites, talking about how common it is to find Association websites that are poorly designed, poorly maintained or all of the above. It got me thinking about why this is, and I think it comes down to dollar signs.
An interesting thing happens with Associations that differs from for-profit enterprises. Despite a sizable budget, many feel the need to nickel-and-dime any significant investment in technology or infrastructure. It may be the fact that strategic planning beyond the year ahead can be difficult with a revolving door of board members. Or it may be that they simply don’t know any better. In the end, they always pursue the cheapest option possible.
All too often however, the old adage “you get what you pay for” holds true.
The website is your Association’s primary communications asset. Communicating with members, the public, potential sponsors and more is all handled through this online portal. A well-designed and well-built website can provide numerous benefits, not limited to:
- Increased exposure through SEO;
- Reduced admin costs through automation of processes;
- Improved registrations through simple user-interface;
- Greater brand perception through appealing visuals;
- And more.
So when you are looking to refresh your Association’s online presence, think long term, and think about the benefits a great website provides. Because a band-aid always falls off, you need to fix your wounds the right way – with the right expertise utilizing the right tools.
How does your Association website look? Is it delivering the value it should? Share your thoughts in the comments below!