When it comes to marketing for associations, having a website and online presence strategy allows you to market your association online. This allows you to engage with a wider audience and to establish credibility as an organisation. Are you planning on creating a new site or updating your current one soon? If so, there are a few essential aspects to be mindful of. Staying up-to-date with the latest web design trends is critical to the success of your website. Will your associations’ website meet 2019 standards? To do so, you will need to deliver on user experience, prioritizing speed and mobile design. Other trends include striking and simple designs with asymmetrical layouts, micro-animations, and many more. For the purpose of this article, we will only be highlighting the major trends that will affect marketing for associations.

Flat Design

This is a minimalist design approach. It utilises clean and open space, straightforward two-dimensional illustrations and brilliant colours. The reason behind this approach is due to the need for fast-loading websites. Users do not like to be kept waiting – we have very little patience when it comes to browsing the internet. Loading time can severely affect your bottom line, or in your case, the conversion of a prospect member to an official member.

According to Akamai, 53% of visits to mobile sites are abandoned after 3 seconds. Further to this, simple design, if done well is always attractive. It reduces the clutter that more detailed, intricate designs bring. Flat design leads to your important information being at the focal point of your site.  So, this year, go for a more rudimentary approach.

Bots and Machine Learning

Conversing with bots has become standard for us now. Last year saw substantial progress in artificial intelligence and the capabilities of bots. Multiple businesses are benefiting from incorporating bots into their web design. These benefits include more convenience for their users because of instant responses that filter their issues, directing them to appropriate contacts. What this does is save time for your audience, connecting you instantly with your prospects. More organisations in the MICE industry should be incorporating machine learning into their web design. This would be for the purpose of member satisfaction and member acquisition. Satisfied prospects can directly lead to membership.

Mobile-Enabled

Mobile search has now become the highest search form across the word. In fact, Google now prioritizes mobile sites over sites that aren’t mobile-friendly in terms of the sites they index. To stay on-trend, associations need to start by designing their sites for the mobile user first. This should prioritise creating a version that will be compatible for desktop.

Not only will it help with SEO, but it will make your site user-friendly for all members, no matter the device they use.

Micro-Animations

Micro-animations are an effectual way of providing an intuitive and satisfying experience to your user. By including simple animations that help the user understand the site showing them that they are navigating your site correctly. This can be a simple change of colour when the hover over an icon or more information expanding when they hover over a word such as a drop-down menu. These animations keep the user engaged – resulting in lower bounce-rate and higher conversions. Strive to make your site as immersive as possible, enriching the experience of the user.

In 2019, we will see websites become flatter and more striking in design. In addition, websites will push for ultimate accessibility and quicker response times. Having a modern on-trend site is one thing but for the purpose of marketing for associations, this needs to be combined with an in-depth, targeted digital marketing strategy to get the right people to your site. For a full digital transformation, get in touch with me. I deliver results for stakeholders within the Meetings, Incentives, Conference and Event Industry as well as for Associations and SMBs

Frank M. Waechter | fmwaechter.com
Digital Marketing, Social Media Marketing, Inbound Marketing, Growth Marketing, Data Analytics for the Meetings Industry, Events Industry and Associations. Conference and Event Activation, Live Marketing, Onsite Engagement.
Carrer del Mestre Joan Corrales 107-109 08950 Esplugues de Llobregat, Barcelona, Spain
Phone: +34 691 328 572

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