As more and more Baby Boomers start to retire, engaging the next generation - Millennials and Gen Z-ers - becomes more and more important. What are you doing to attract those folks? Are you honing in on your website? You should be! It’s the gateway to membership, so to speak, and your biggest and best tool for really “selling” your association.
That said, is your website really appealing to young professionals? A few questions you may want to ask yourself:
Does it state the why?
If you want to grab the attention of young professionals, start with the end game - the why. Make it clear why they should care about your association, membership, and your industry as a whole. And don’t make them go searching for that information. Boil it down to a few bullet points and place those on your association’s homepage.
Now if the why for young professionals is a little different than the why for the rest of your prospects (for example, more of an emphasis on job opportunities, mentoring programs, etc.), consider creating a page on your website for young professionals. There, you could list the specific benefits that would appeal to younger people, highlight your association’s mentoring program (if you have one), feature upcoming events for young professionals, and more. That targeted communication will be MUCH more effective than just one blanket statement.
Is there an element of entertainment?
If you want to engage young professionals on your website - attract them and keep them there - entertainment is key. Now we’re not suggesting you have cat videos or anything like that (although, hey, whatever works!). Rather, what we are suggesting is content that’s engaging. Videos (short form and long form), a photo gallery, a quiz (similar to those you see in Buzzfeed - just for fun!), etc.
Now if your social media sites showcase more of your association’s personality than your website, consider not only having links to those on your website, but actually pulling in some of that content - having a Twitter widget that actually shows your most recent tweets. If you tweet a lot, that’s entertainment in and of itself - because the content is constantly changing.
Is it simple and intuitive?
Younger generations have grown up with the Internet, and they’re used to interacting with sites like Amazon and eBay on a fairly regular basis. That said, they’re holding your association’s website to a similar high standard. They’re expecting it to be simple and intuitive, and if it’s not, well...it won’t be very appealing.
That said, check your navigation, your forms, your links, etc. Is everything working? Is it clear what people are supposed to click and when? Have someone else - someone who’s not very familiar with your website - go through this process. You might be surprised at what people find confusing.
Want more tips for engaging not just young professionals, but everyone - members and prospects, alike - with your organization’s website? Check out our free guide to membership websites below!