Presented by Pamela Herrmann, Founder of www.TheParagonEffect.com at the National Main Streets Annual Conference. Atlanta 4/1/15 Your website is the hub of your marketing wheel. Create a site that effectively communicates your mission and vision.

1. 5 Website Strategies That Work To Increase
Membership Acquisition & Retention
Pamela Herrmann, Founder
The Paragon Effect
Creating Customers For Life

2. Reminders

3. How Can Your Website Better
Support Your Mission & Vision?

4. We are a non-profit organization that is
committed to the historic preservation and the
perpetuation of a vibrant and healthy
downtown for all residents and visitors to the
area.

5. What are 2 words that capture the
essence of your program?
Exercise

6. Why does having a great website matter?
Preservation & revitalization is just the first
step. Build it and they will come.

7. 3 Key Pieces of Information You
Need Before You Get Started

8. – Tourists & Visitors
– Residents in your
community
– Local Business Members
– Stakeholders
– Donors/Volunteers
– People relocating
1. Know who’s coming to your
website?

9. 2. What info are they looking for?
• Events
• Who you are
• What you do
• Why you do it
• How you do it
• If they partnered with you, what they can expect
• Resources

10. 3. What action do you want them to take?
• Do you want them to donate?
• Do you want them to visit?
• Do you want them to become a member?
• Do you want them to volunteer?
• Do you want them to sign up for your email updates?

11. Strategy #1
Tell Them Your Story

20. How Do We Tell The Story?
• Imagery is the most effective way
• Think micro & macro
– Lamp post
– Landscape
– People
– Be irresistible and show your charm!

21. When you search for your
community on Google, what
comes up at the top of the results?

22. Google Wants To Know
That You’re Relevant
If people don’t engage with your website,
Google will push you down in the search
results and that takes you further away from
your mission & vision.

23. • Your website visitors understand and are
drawn to you magnetically
• Remember: A confused mind says “No!”
The Results

24. Strategy #2
Capture Their Contact Info

25. Why
• Email marketing is the highest converting form
of marketing
• You have a highly targeted audience
• You can easily segment the list into specific
interests and pinpoint your message
• It’s a way for you to stay on their radar

28. Email Marketing: Tell them about…
• Upcoming events
• Provide resources to members
• Inspire donors to open their wallets
• Show evidence of your work

29. Strategy #3
Tell The Website Visitor What To Do

30. For example, If you rely on donations, tell them
– Why their support is important
– How they can help
– How does their contribution effect change
Always answer the WIIFM question!

31. Keep It Clean!

33. Strategy #4
Key Elements You Must Have On
The Home Page

34. A Small Header

35. A Slider For Your Images

36. Segment Your Content

37. Remember: A Confused Mind Says “No!”

44. • Lead capture for email marketing
• Donate Now button
• Calendar of Events
• A map
• Phone/Email
• Social Media buttons
In addition:

45. Strategy #5
Your site must be mobile responsive!

46. Bonus Strategy
Implement For FREE

49. Sample Script
“Hi Mark, my name is Pamela Herrmann and I am the Program
Director of the [xyz] Main Street Program just south of Denver.
We’re a non-profit focusing on the revitalization &
redevelopment of our Main Street.
I have a really big challenge and I’m hoping you can help me. Is
now a good time to chat?

50. “Let me start with a question: Does your department ever
bring in real time case studies for your students to apply
what you’re teaching them?”

51. “We’re funded primarily through private donations, and I’m
tasked with creating great things using bailing wire and duct
tape. What we need is help with our website. Not only is is
I think would be a great way for your students to demonstrate
aptitude in persuasive copywriting for our website, and in
return we’ll provide for them a recommendation on Linkedin
and they can reference their work with us on their resume.”

52. •How to put your website to work for you & your community
•How to create an exceptional user experience that is easy to
navigate
•How to identify and ask for what you need
•How to build a valuable email marketing list
•How to get it all done for you for FREE
So Now You Know!

53. Our success stands for itself, let’s chat
720. 480. 7655
Pamela@TheParagonEffect.com
Your next step…

54. Please complete the session evaluation on the conference app
before you leave the room.
Thank you!