When a member logs into your website, what do they see? Do you know off the top of your head?
While this page may not seem like a big deal to you (it’s your benefits that matter, right?), it’s actually a HUGE deal for your members - because this is how they access all of those benefits. So if your member landing page isn’t inviting and intuitive, engagement is likely to go down.
That said, what elements does your member landing page need? We’ve identified seven:
1. Member name
This one seems obvious, but you’d be surprised at how many associations don’t personalize their member landing page. Or if they do, it’s the member’s name tucked away in a corner somewhere - barely recognizable.
Not very inviting, right? Make your members feel special and welcome by placing their name prominently on the member landing page. That way, they know immediately that they’re in the right spot and that this content was designed for them. (All the more reason for them to engage with it.)
2. Member type and status
In addition to having the member’s name, you should have their member type (student, professional, organizational, etc.) and status (active, pending, graced, or lapsed) as well. That way, when a member logs in, they can quickly see 1) what they’re paying dues for (what type of membership), and 2) where they stand with those dues (if their membership is still active, if they need to renew, etc.).
3. Quick link to renew
Now consider this an extension of point #2. If a member sees that their dues have expired, give them a link to renew - right next to where it says “Membership Status: Lapsed.” That way, they don’t have to go jumping through hoops. (The more complicated it is for people to do something, the less likely they are to actually do it - and you WANT them to renew!)
4. Upcoming events
You put a lot of time and effort into planning your events, so you want your members to register - and attend! That said, your upcoming events - the next three, at least - should appear on your member landing page. That way, when a member logs in, they can quickly see what’s going on and how to get involved.
Disseminating news can sometimes be tough. You may put it in your organization’s newsletter, but unfortunately, not everyone reads those (or at least in their entirety). By placing that information on your member landing page, though, it’ll be the first thing (or one of the first things) members see upon logging into your site.
This is also a great place to share industry news, if your association doesn’t have any major announcements or internal news updates at a particular time. Remember, you want membership within your organization to be valuable, and sharing industry news with your members has value written all over it!
6. Personalized content
We talked a little bit about the importance personalized content on your member landing page - the member’s name, member type, and status, at the very least. But ideally, you should be taking it a step further by providing personalized content BASED on their involvement. For example, if they’re a board member, show them information about their next board meeting. Or if they’re on a committee, show them information related to that committee. The more personalized the content, the more likely they are to actually engage with it.
7. Forgot username/password
This one’s a biggie! How many times have you ever gone to login to something, only to realize you couldn’t for the life of you remember the username and/or password? It happens to all of us! But isn’t it nice when websites have those “Forgot username/password” buttons that you can easily click and reset your login credentials - without having to wait for someone on the other end to assist/approve?
We like the convenience of that - and your members will too! Think about it: If your members can’t login, they’ll just give up on trying to engage with your association - and that’s the LAST thing you want. Make it easy on them - and yourself - by giving them the power to reset their login credentials.
Having trouble incorporating any of these elements or creating an engaging member landing page? It might be time to consider an association management system, or AMS for short. Many AMS systems - MemberClicks, specifically - have these landing page elements to keep your members happy and engaged.
To learn more about what an AMS is and how it can help boost online member engagement, check out our free guide, What Is an AMS?