Site Visits Webinar: 10 Takeaways from 50 Association Websites

  • Published on
    08-Feb-2017

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Transcript

  • whats trending in association websites @ a glance

  • what weve 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 pagedevice friendly responsibilitycontent arms racelead generation promise and pressuressophisticated CMS tools and integration with your marketing ecosystem

    todays realities

    Cover lots of ground

    Please ask questions during the presentation. If we slow down too much, Ill speed it up.

    You may be suprised at what you see

  • caveat:with all the fervor about digital technology, marketers often forget visitors dont 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 AssociationsAMLAW Global 100Accounting Today 50Vault 50 consulting firms by prestigeall organized by headcount

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  • criteria for our comments

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  • moms rule

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  • you know how it goes:if you dont 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

  • 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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  • *Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important.

    Reaching out to clients is important

    Blogging might surprise you

  • *Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important.

    Reaching out to clients is important

    Blogging might surprise you

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

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  • We did a study of the 100 largest law firms, 25 largest accounting firms and 25 largest consultancies and this is a compilation of what we found. Most use blue2. Large meaningless imageClaimsInformation about the firm and more information about the firm.

  • 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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    Cover lots of ground

    Please ask questions during the presentation. If we slow down too much, Ill speed it up.

    You may be suprised at what you see*

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    *Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important.

    Reaching out to clients is important

    Blogging might surprise you *Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that. Optimization is important.

    Reaching out to clients is important

    Blogging might surprise you *

    We did a study of the 100 largest law firms, 25 largest accounting firms and 25 largest consultancies and this is a compilation of what we found. Most use blue2. Large meaningless imageClaimsInformation about the firm and more information about the firm.

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