Sometimes we’re surprised at the questions we get from chamber of commerce professionals. We were recently [this article is from 2017] asked if a large chamber of commerce should have a “Join Now” option on their website!
Absolutely yes. Here’s are 4 huge reasons why you need a way for people to join your chamber of commerce online:
4 Reasons You Need a “Join Now” Option on the Chamber Website
Start by taking a look at your entire site. Does it need a refresh? Is your overall chamber website user experience contributing to your conversion rate?
Now, here’s why you need a “join now” option.
Membership is an emotional buy.
All purchases are emotional.
Even when you do the research, the moment you actually buy is largely driven by desire. If someone is on your site late at night, don’t make them wait until the morning — or worse — over the weekend, to talk to someone about membership.
Let them join when the idea strikes them.
Self-serve is trending.
A lot of businesses have created self-serve kiosks and software concierges (Siri and Cortana, come to mind) that help customers get the answer they want when they want it. If you don’t start thinking about this trend, and embrace it in some way, it will become noticeable.
You may not compete directly with other businesses but those businesses are shaping member expectations and self-service is quickly becoming an expectation.
It invites action.
A “join now” button or landing page invites action.
It catches your attention.
After all, buttons were made to be pressed.
Sometimes people don’t want to talk to people.
This may be hard to believe for the extroverts of the group, but sometimes you just want to become a member without hearing the pitch. There are many pieces of software I have purchased that I never talked to a salesperson. I did the research I needed to do, tried the demo, and gave them my credit card. All on my time, the way I like it.
I didn’t want the pressure of someone else helping me make up my mind. I wanted to do it myself and once I had, I was eager to begin.
Your potential members may feel the same way. Maybe they came to an event or they know a member already. They may not need to be sold. In that case, make it easy for them with a “join now” option.
If there are parts of your membership package that do not fit nicely onto the “join now” information page, like fair share dues, then you can always get their initial information from your site (including maybe a minimal charge so there’s a commitment) and let them know the membership coordinator will be in touch with additional information.
Advise them about the minimal charge if that’s the route you want to take, or if you have tiered dues and the fee is easily calculated based on the level they select, you can make them aware that you’re charging the full amount.
Make sure YOUR website is the best it can be with our huge checklist and tips article: “Chamber Website Design Best Practices: The Ultimate Guide”
