site visits webinar: 10 takeaways from 50 association websites

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what’s trending in association websites @ a glance

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Page 1: Site Visits Webinar: 10 Takeaways from 50 Association Websites

what’s trending in association websites @ a glance

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what we’ve done

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five key pages reviewed per association

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why ?

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• thousands of pages, not a web page• device friendly responsibility• content arms race• lead generation promise and pressures• sophisticated CMS tools and integration

with your marketing ecosystem

today’s realities

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caveat:with all the fervor about digital technology, marketers often forget visitors don’t read code

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some balance best of breed,

design, content and technology

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methodology?

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which sites we touched

•50 of the largest US Associations•AMLAW Global 100•Accounting Today 50•Vault 50 consulting firms by prestige•all organized by headcount …

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criteria for our comments

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mom’s rule

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you know how it goes:if you don’t have something nice to say …

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about those ribbons

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observation one:clear and pervasive brand promises

are lacking on many sites

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consistent and impressive branding

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going deep with a brand promiseone example …

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observation two:responsive design is becoming the standard

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observation three:sites still dominated by words v. visual content

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when designing content:visit the entire salad bar

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rethink content as a salad bar

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observation four:publications and news pages lack editorial simplicity

(and with so many sources of information, they need it)

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v

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observation five:associations are people driven organization, yet sites too often lack the human element

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observation six:adoption of visual content, video and moving

elements to engage visitors is trending

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observation seven:this old template is still too common, there is a visual

and verbal vocabulary that dominates, causing a sea of sameness

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notable exceptions

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observation eight:clever branded imagery is rare, associations hue toward

the literal … with some pleasant exceptions

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wrapping up

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