My friends at HFMA, that’s the Healthcare Financial Management Association, have just launched a new website and it is fabulous! Why? Because they have employed three fascinating strategies on their new website.
#1 Solution-Based Messaging
On HFMA’s home page, the text that grabs our eyes first is “Power over Uncertainty.” What do CFO’s dislike? Uncertainty. Solution-based messaging is sprinkled throughout the site. “Power your personal brand…by earning an HFMA certification.” They have flipped the usual association benefit-centric messaging to solution-based messaging.
#2 Interest-Based Navigation
Check out the main navigation bar’s categories: “For You,” “Industry Initiatives,” and “Career Development.” Through a fundamentally changed navigation, they are reorienting the association’s offerings, not around the association’s departments or functions but instead, the navigation is focused on members’ interests.
#3 Heavy Content Balance
The new HFMA website tips the scale toward content and away from selling products. Scroll below the fold on the home page, and you quickly see reams of content. New news, case studies, articles, hot topics, how to’s, blogs, Q&A, and trends. Even recent posts from the online community are peaking through to give members a sense that HFMA is the place for active member dialogue. Without having to say it explicitly, the site shows members that if they join, they will get a ton of value without incessant upselling. This web relaunch was coupled with a bigger business decision to move to an all-access, one price membership as a way to boost engagement but, any association can tip the balance toward more content and less selling on their website to inspire trust.
If you are thinking of relaunching your website soon, HFMA’s site is a good one to look to for inspiration.
H/T Keith Chamberlain and Garth Jordan.