There are a lot of moving pieces in membership sites — especially when it comes to their content.

Whether you’re just getting started with a membership site or have been running one for a while, it can be difficult to figure out what elements you need on each page.

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 engaged with your content.

This is likely the exact opposite of the reason you started a membership site in the first place. You want to provide useful members-only content to your audience on an ongoing basis, not only to support them but also to bring in your own recurring revenue stream.

Membership sites are an incredibly effective way to secure a recurring revenue stream

Membership site retention is a common challenge

In a survey by Marketing General Incorporated, 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 unlikely to stick around for more.

With over a fourth of membership sites reporting a decrease in subscribers in 2019, 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.

Each page on your site 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 homepage: The members’ ultimate hub, where they’ll find all the content or resources they’ve subscribed to
  • Account info page: Where all the members’ information will be stored so they can easily reference it and/or make necessary changes
  • Miscellaneous pages: Such as FAQs, member benefits, contact info 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 homepage and the content pages follow through on the expectations you set, your members will be satisfied with their experience.

The benefits of planning membership site content page-by-page

When you start outlining the different pages of your membership site content 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 your content plan 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 be sure you’re delivering to your clients the most value for their paid subscription
  • Determine what your membership site actually needs (and what it doesn’t) so you can get control of your budget and resources 

If you’re launching a membership site and you’re unsure what content belongs on each page, check out Membership Sites Page-by-page to start planning.

About Camille Smith
Originally from the Blue Ridge Mountains in Virginia, Content Marketing Strategist, Camille Smith came out to California to attend UCSB and fell in love with Santa Barbara’s perfect mountain to ocean ratio. During her time in college, Camille also worked on the growth marketing teams for several technology companies. When she’s not putting her Communication degree to use at work, she’s using her minor in French to remind everyone the correct pronunciation of her name à la française (pronounced cah-mee, not kah-meal).