Whether you’re just getting started with a membership site or have been running one for a while, it’s easy to feel lost. Knowing what to put on each page — and which pages are even necessary in the first place — can be complicated. Constantly working and reworking your pages can be tiresome.
You want to provide valuable content to your members and give them what they’re looking for, but it’s challenging to know exactly what they want and need. You may be finding members slipping away because they’re not satisfied with the content of the site.
This is likely the exact opposite of the reason you started a membership site in the first place. You want to provide useful content to your audience on an ongoing basis, not only to support them but also to bring in your own recurring revenue stream.
Membership Site Retention Is a Common Challenge
In the 2017 Membership Marketing Benchmark Report, more than 35% of respondents said that communicating their membership site’s value and benefits is their greatest challenge. When members are missing the point of your membership site, they’re not likely to stick around for more.
With nearly a third of membership sites also reporting a decrease in subscribers, there’s no doubt that it’s time for change.
Know What to Put on Each Page and Why It’s There
Instead of playing guessing games or using a long, painful process of trial and error to find the right formula for a profitable membership site, the solution is to use proven standards and tactics for every element of your membership site. By following well-established best practices page-by-page, you’ll get on the fast track to the recurring revenue you hoped for.
There are a lot of pages you put on your site, and each has a specific purpose. Understanding that and planning in advance helps relieve the overwhelm of building your site.
For example, ask yourself what elements you should you put on your:
- Membership Registration Page, where non-members input their information in exchange for a membership
- Membership Login Page, the first thing members see when they arrive on your membership site
- Member Home Page, the members’ ultimate hub, where they’ll find all the content or resources they’ve subscribed to
- Account Info Page, where all the member’s information will be stored so he or she can easily reference it and/or make necessary changes
- Miscellaneous Pages, such as FAQs, Member Benefits, Contact and more
All of these pages play important roles in guiding your members through the site and showing them the value of being a member — leading to better retention and fewer cancellations. If the content on each page supports that page’s clear purpose, your members will know where to go for what they need without hassle. Likewise, if your member home page and the content pages within your site follow through on the expectations you set, your members will be satisfied with their experience.
The Benefits of Planning Membership Sites Page-by-Page
When you start outlining the different pages of your membership and the elements that should go on each page, you can:
- Discover what’s unique about your site so you can start marketing in a way that sets you apart from your competition
- Create a credible registration page that convinces more visitors to become members
- Understand why you need certain features of your membership site so you can stop second-guessing yourself
- Refer back to it when you’re ready to make changes so there’s less mental fog
- Clearly see where there are gaps in your site so you can stop worrying if you’re missing anything
- Outline the elements your membership needs (and what it doesn’t) so you can get control of your budget again
If you’re launching a membership site and not sure where to start as far as exactly what content to place on each page, check out Membership Sites Page-by-Page to get clear.