Website strategy is a marathon, not a sprint. You need a disciplined approach, a relentless plan, and a committed support team. But there’s no finish line. You have to keep earning points.

We’re building up to the 10 Steps to Retooling Your Website. Here are two more.

Step 7 Gather content

Refer to the tables introduced with Step 6 in Boost Your Association’s SEO with On-Page Optimization. Think about the basics you want on each page of your site and make a plan to gather or produce the required content. Content can include graphic elements, member testimonials, articles, videos, contact information, maps and directions, and calendar of events.

The Blogging Advantage

Relevant content is the best way to ensure a loyal following and secure the top spot, not only among your target audience, but also the search engines. A blog keeps your content fresh and dynamic. Google will reward you with more traffic.

“Blogging gives you an unfair advantage in Google’s search results, or SERPs,” says Association Hub Expert Jim Beretta. “Even if you have a mediocre blog, you will still outpace your competition, especially if they have no blog.”

Gated vs. Un-gated Content

Beretta says most associations struggle with whether or not to gate their content. Gated content requires contact information or a member ID and password to access it. Un-gated content is open to all site visitors and readily available for human consumption. More importantly, un-gated content is accessible to the search bots.

You want to remain top of mind with your target audience. You want to be recognized as the thought leader in your industry. To be the go-to association, you have to earn it. So why hide your valuable resources under lock and key?

“That’s old fashioned thinking and short-sighted,” says Association Hub Expert Peter Wright. “Would you want content locked up for your members only, because that’s how you think you add value? Or would you rather have an unbelievable site that everyone in your practice area sees as an amazing resource?”

Don’t hold your content hostage. You’re retooling your website to be found. Membership recruitment, retention and engagement depend on it.

“Your content is a great asset, but monetize your association or website through another method,” says Beretta. “Whether it’s to attract membership or brand credibility, your content should be available to everyone. But be sure to include strong calls to action on each page.”

Step 8 Make detailed layout (conversion-focused) decisions

Calls to action drive conversions. This is when you convert engagement to measurable results. Decide what action you want your site visitors to take on every page and adjust your content and layout accordingly. Do you want them to look at your product list? Do you want them to call you? Do you want them to place an order or register for an event?

Create a call to action on every page.

“You have to earn your audience,” says Wright. “Then you have to be clear on what you want them to do.”

Wright and Beretta will bring clarity to website strategy and SEO. Learn more at their April 23 workshop. Don’t miss the last two steps in our next post.