By Yoram Samets
If
you got past my headline, past the memories of your last site redesign,
then I hope you will join me in what will be a much easier project than
when you launched your new website. Let me start by suggesting that in
all likelihood much has changed since your last site build. Does your
site reflect the organization that you are today? Does it reflect where
your members are in the online world? Those are the key questions you
need to be asking. I am sure that many of you will answer ‘yes’ to
those two questions. Yet here are a couple of things for you to reflect
on:
Mobile
You
already know that the number of visitors that are going to be accessing
you on mobile devices is only going to explode in the next two years.
Is your site mobile-ready? Unless it’s been specifically designed to do
so, your existing site will not translate to a mobile platform that will
be useful to your members or prospective members. Mobile needs to
developed through both platform and content. Are you putting your best
foot forward to engage with people in this ever expanding format?
Content
Those
who have read any of my blogs know that I am a content beast. And most
importantly, a relevant content beast. When was the last time you
reviewed your content? When was the last time you updated content? Are
you still using the same "about" information? Is your Rabbi's bio
current? Undertaking a site audit would help you determine what content
changes should be made. Not sure how to conduct a site audit? Check out
the Jvillage Network Tune-Up Guide.
Call To Action
Or
should I say call to actions. Involvement is what your social media
strategy is all about. And your website is a foundation of your social
media strategy. Your website should be the start to a conversation. Are
you connecting all the dots? At the end of your "about us" section are
you providing a contact link for a potential new member -- or do they
need to click elsewhere to find this? Does your "early childhood center"
page have a call to action? Does your "men's club" page provide a link
to upcoming activities or a link to a "get involved" form? Your website
is all about informing and getting members and prospective members
involved -- make it easy and provide them with a call (or calls) to
action.
A
site tune up is as big a project as you want to take on. It can range
from totally rebuilding your site to refreshing all of your content to
providing more frequent, compelling, and relevant calls to action.
Whichever route you choose, the key points to remember are:
- Keep your site current
- Make sure it reflects your purpose as an organization
- Make it relevant and valuable to your members
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