Who's Minding Your Web Site?
Most association executives are quick to say, Check out our Web site, but few really know what their Webmaster does; what is and isn't included within their Web site; and that their Web site for the most part is boring and lacks creativity. An association's Web site is its window to the world, open 24 hours a day, and every visitor is a potential customer with whom to do business. The major goals of your Web site are to capture your audience, establish a relationship, and capitalize on the marketing possibilities.
A well constructed Web site that is updated regularly keeps both members and visitors coming back and has the powerful marketing potential to produce revenue generating opportunities: memberships, publications, conferences, exhibit sales, and sponsorships.
Ask yourself, What was your Webmaster doing two years ago? More than likely he or she was doing a job quite unrelated to the skills of a competent Webmaster. Accept that your Webmaster, while technically competent, lacks an understanding of business, marketing, and editorial skills. Few Webmasters constantly communicate with the association's marketing and editorial people.
Can your association pass a basic Web site test?
If your responses to these basic questions provoked some thought, then you need help! Fast!
Today's association executive needs to appoint someone within as the Director of E-commerce or Vice President of Web Strategy. The qualifications of this person must include an understanding of your association's marketing goals and business strategy; a knowledge of your members' priorities; and a team orientation with impeccable communication skills.