In this teardown, we review the website of the American Society of Workers Compensation Professionals and discuss how to make it more effective.

A Mongol staring off into the horizon

Many historians argue that Genghis Khan changed the world for the better. Under the Khan’s control, all of Asia was united, crime was non-existent, trade flourished, technologies were exchanged, and citizens were able to freely practice whatever religion they wanted. Historians call it the Pax Mongolica- the Mongolian peace. However, his conquest of Asia was arguably the most cruel and bloody period in history.

A new member handing a credit card to the association.

Why does one person sign up with your association and another doesn’t?

One person says, “Yes, I want that,” and another says, “No thanks.”

Not everyone is a good fit for your association. But it would be a mistake to assume that all those potential members that don’t join are in this category.

What’s happening most of the time is that the offer you’re making isn’t valuable.

Leadership in the Endourological Society approached us about a website redesign. After a few conversations, it became clear that they were facing similar challenges to most societies and associations around engaging members and communicating value.

A calculator with the words So What in the screen.

There has been an idea rolling around the association space that members sign up for economic reasons.

The gist of it is that you need to look at all your benefits and calculate a market price for each to present as the value of membership in your offer.

A clock with 5 minutes on it.

If you’re like most association staff, you don’t have enough hours in the day and you’re almost hamstrung with a lack of budget.

But you know you could be doing a better job selling the value of your association... If only you had more time and money! Catch-22! Darn it!

Here’s the thing:

You don’t need hours of effort and you don’t have to break open your piggy bank. If you’ve got just five minutes to spend boosting recruitment, I’ll reveal five easy changes to transform your current member benefits page into a more effective pitch.

Pam Williams is the VP of Membership for AMA Triangle, a large chapter of the American Marketing Association based out of North Carolina.

She consulted with us as part of a membership drive, looking for ways to make their digital strategy more effective.