Written by Robyn T. Braley
Before we go further, I need to ask a fundamental question. Is the purpose of your club's website to position the club as an active member of your community? Is it focused outward on target groups? Is it a useful marketing tool? Does it attract and engage visitors?
Or, is it simply an inward looking online newsletter that features information that is of interest to club members only? Does anyone outside of your club care. Does your club care?
If the goal of your site is to raise the profile of Rotary in general and your club in particular through a heightened online presence, this column may be for you. My purpose is to provide information that will help your club evaluate your site.
An effective website will become the hub for club activities. If your club is active on social media, your site will greatly enhance the success of your activity. Promotional messages will have an engaging place to link back to for more information and exposure to your brand.
Getting Past Webschpeak
Website designers speak in a language that I call Webschpeak! They use terms like SEO, meta-tags, CMS, key word phrases, gobots, crawlers spyders and responsiveness,
The challenge is to sort out what is fact and what is fiction. It is similar to Rotarians using terms like Discon, RYLA, Friendship Exchange, Happy Bucks, Sargent-at-arms, Rotaract - you get the picture. Non-Rotarian friends and new members have not idea what you are talking about.
The challenge is to sort out what is fact and what is fiction. It is similar to Rotarians using terms like Discon, RYLA, Friendship Exchange, Happy Bucks, Sargent-at-arms, Rotaract - you get the picture. Non-Rotarian friends and new members have not idea what you are talking about.
A World of Change
The entire online universe has changed so dramatically that a website built even five years ago may no longer respond effectively to search engines in 2014. To put it simply, today’s websites are created differently using new practices, protocols and technologies.
Google now focuses on relevant and quality content. It's search engine Googlebots assess every part and function of every website. Clever keyword phrases and metatags of five years ago are no longer the best way to attract traffic. Search Engine Optimization (SEO) protocols can change daily.
While SEO remains important, the greatest emphasis today is placed on quality content. What is it? Content means everything you see, hear and read.
While SEO remains important, the greatest emphasis today is placed on quality content. What is it? Content means everything you see, hear and read.
- Meaningful text
- Quality photos
- Engaging design
- Bright colors
- Videos
- Podcasts
- Web based blogs
- Navigation systems
- Internal indexing
- Regular updates
- More
First Impressions
The days of Rotary being the best kept secret in the community are long gone. As a community organization, if your club can’t be easily found, you are not in the game.
However, if people eventually find you only to be confronted by a website that is confusing, cluttered, built using dated technology, has poor design, is hard to navigate, has stale dated information and provides little relevant information, your site will make a negative impression. Positive first impressions are everything in our fast paced world.
Dynamic and Responsive
Positive engagement can be the beginning place for building relationships with the community and potential Rotarians. If your website is dynamic, engaging, loads quickly, is easy to navigate and clearly provides meaningful information about your club, chances are visitors will want to learn more about your brand.
Who do you want to impress? The list is endless.
And one more thing! Today's websites must be mobile responsive. In other words, they must automatically adjust to our phone, iPad, tablet or your smart watch.
In 2015 Google announced that responsive sites will be listed higher in search engine rankings than non-responsive sites. It’s just the way things are!
Who do you want to impress? The list is endless.
- The greater community
- Prospective members
- Media
- Project partners
- Agencies being supported
- Potential speakers
- Government
- Family
- Members
And one more thing! Today's websites must be mobile responsive. In other words, they must automatically adjust to our phone, iPad, tablet or your smart watch.
What if Our Website Sucks?
So, you ask, "What do we do if our website sucks?" Here is the problem. Rotary is a volunteer organization. The ideal is to have members representing a broad cross section of classifications who work together to make great things happen.If you have a member who is a web developer and is open to helping the club build a dynamic website as part of their service, you've found the answer.
However, if not, the level of sophistication and rapid changes in website technology requires up-to-date knowledge and abilities. Having a fully functional website is too important not to involve a professional.
Club changeover can also be an issue. By the time a Rotarian acquires some level of competence as the webmaster, new interests may arise which take them to new areas of service. Continuity from year to year can be a challenge.
Hire Professional Website Designer
I recommend finding a web designer in your area who can build a dynamic website for your club. It must capture the heart of the Rotary brand and reflect the personality of your club.
If you find the right person, they will be there from year to year to provide continuity and to help the latest Rotarians assigned to manage the website. "But, won't that be expensive," you ask?
Most of the costs will be upfront in the initial design and construction phase. After that they may only be needed a few times a year to provide maintenance services or solve unusual problems.
"How is that possible in an organization that requires regular updates," you ask? What about internal functions like signing up online for Food Bank shifts?
Here is the secret. Organize the website into three sections.
The corporate side, which provides background and branding information about your club will be in a section that is locked off and only accessible by the web designer. It can't be "messed up" by accidentally deleting codes or putting wrong information in the wrong place.
The second area will incorporate a content management system. On designated pages, Rotarians can be taught how to upload information and photos about upcoming meetings, projects and other information that changes regularly.
If a third section is required for "inhouse" functions that should not be visible to the public, include a secured access section. A password can be devised that even a Rotarian can remember like 1111. (Yes, I'm a Rotarian).
Professional Photography
Have them attend a meeting with overflow attendance to shoot a typical program. Ask them to shoot professional photos of Rotarians in action at the food bank, teaching special needs children to read or other interesting service projects.
Hire the photographer for special events. Once there is an archive of usable images, Rotarians can add to the photo bank.
Photo Tips
Book a professional photographer to speak to your club. Ask them to provide tips about taking "people in action" photos.
Meaningful photos tell stories that touch the heart. But they don't just happen.
Stop me if you seen this. Your club participates in amazing world service projects. Lives are saved, people are changed and families reunited all because of the passion for service demonstrated by your members.
So, what photos are typically brought back? Ten Rotarians at the airport linked arm in arm who are leaving or coming back. Locals and Rotarians linked arm in arm standing in front of the house that was just built for a poorest of the poor family.
When put into the club powerpoint, the photos have little meaning even though they represent amazing and engaging stories and club benchmarks. Without an explanation, they don't have meaning. You just see slide after slide of people lined up smiling at the camera.
Why not show a Rotarian teaching a child how to
hammer nails while constructing their new home? Show action shots of Rotarians vaccinating children in Africa and the long line waiting for their turn to be treated? The images tell stories without needing to be explained.
What Design Program Should be Used
While I own a company that designs websites, I don't advocate for one program over another. The most important question to ask is whether the finished website will be responsive, dynamic and include quality content.Clubrunner has made a valiant effort to design an easy-to-use online system for club websites. However, some people have found it cumbersome and lacking in flexibility.
There are other programs and systems for web design. Beware of designers who are adamant that one particular method as the only approach. Some will tell you HTML, WordPress, Drupal, Joomla or other systems are the only way to go simply because that is what they know.
Before contracting them, look carefully at their body of work. Ask for references.
Are you drawn to their design?
Are their sites well organized?
Are their sites responsive?
Can you work with them?Do they stick to budgets?
The big question? Do they promptly return phone calls or emails? If there are red flags, move on to the next designer. Find a supplier that you feel is competent and understands Rotary. Invite them to meetings.
Contact Information
It seems to me that reminding people to incorporate calls-to-action shouldn't be required. It's marketing 101. Unfortunately, this basic element is often missed on club websites.
How can a website visitor contact your club? Is the information included on every page? Somehow, just like Blind Spot, visitors are often expected to "discover" a phone number or email address.
Old news! Today, visitors want key information, and they want it now!
Nuts and Bolts CTA's
The science of website calls-to-action can be subtle, obvious or a combination of the two. Our friends at HubSpot offer 101 Examples of Effective Calls-To-Action.
- Text that is clear, specific, and action-oriented
- Prominent buttons with messages like:
- Call us
- Join us
- Buy tickets
- Sign up here
- Volunteer here
- Donate now
- Learn more
Finally, are there enough relevant prompts to motivate visitors to interact with your club's brand? Will they contact you allowing further engagement and relationship building?
Robyn Braley is a brand specialist, keynote speaker and writer. He is also a Rotarian who is passionate about Building the Rotary Brand. Robyn has led two teams that received the Rotary International PR Award. He has also served as the PR Chair for District 5360..
Contact Robyn
Email: robyn@robyntbraley.com LinkedIn Twitter: @rtbraley_rotary
Interesting summary of the issue, but I think you have missed two key points. One engaging a photography student, can be a good way to get some great photos without the high expense of a full blown professional. Plus I think you are being a little unkind to Clubrunner, since the last upgrade about a year ago, the website they provide is easy to use and provides professional results and I would personally recommend that all clubs try it first, before looking at other solutions and with any professionally designed website you always have the issue of how easy are the updates?
ReplyDeleteThanks for taking the time to ready my post. A great idea regarding photography. As for Clubrunner, if it works use it. Key point is to have a site that is mobile responsive, engaging and functional in all ways. Thanks.
ReplyDelete