[Fundamental 4] Tips to Effectively Run Your Membership Website

Don’t Spin Your Wheels… (00:00:51)

• Many websites never seem to get off the ground, often due to perpetual development, where the owners feel the need to keep iterating and making changes to make it perfect before launch, which can be a hindrance (00:00:54).
• Overthinking website features or benefits to include in membership plans can also be a problem, but having a solid foundation is enough to launch, and great early feedback can help make improvements (00:01:37).
• Failing to effectively communicate the benefits and features of a website to the target demographic can be an issue, and it’s essential to put oneself in the shoes of prospective members to understand what they’re looking for (00:02:12).
• A lack of marketing can also be a reason why members aren’t signing up, which is a simple yet crucial aspect to address (00:02:54).
• Launching a website, even if it’s not 100% ready, is still a good idea, as long as the basic groundwork is done, and early feedback from visitors can help make necessary changes (00:03:05).
• Having an 80% complete version of a website or task can help move forward and complete it quicker, and it’s essential not to let the pursuit of perfection be the enemy of good (00:03:37).

The Value of Early Member Feedback (00:03:59)

• The value of early member feedback is crucial for membership programs, and there are ways to obtain this feedback, which was previously discussed in a webinar (00:03:59).
• A beta launch is essential for every membership program, as it provides benefits, including the opportunity to gather early user feedback and make necessary adjustments (00:04:15).
• Implementing a beta launch can be confusing, especially for those just starting out with their website, but there are resources available that provide guidance on how to roll one out (00:04:21).
• Additional resources, such as a previous tip of the week, are available to provide more information on the importance of early user feedback and how to effectively utilize it for website growth (00:04:09).

Think of Your Website as a Business – The Fundamental 4 (00:04:33)

• A simple change in mindset can be beneficial for a website that has not gotten off the ground yet, and treating the website as a business can be the key to generating revenue (00:04:33).
• The goal of a website, like any venture, is to generate revenue, and therefore, it should be treated as a business, which is the foundation of the Fundamental 4 concept (00:04:45).
• The Fundamental 4 concept consists of four essential steps to effectively run a membership website: bringing awareness to the product, convincing prospects to buy, converting them into members, and delivering on their expectations to maintain them as paying members (00:04:54).
• Adopting a business mindset is crucial to grow a website, and the Fundamental 4 provides a framework to achieve this goal by focusing on awareness, conversion, and customer satisfaction (00:05:12).

1. Bring Awareness to Your Product (00:05:18)

• Bringing awareness to a product involves targeting the right group of people and getting out in front of them, rather than waiting for them to find the product, and this can be achieved by targeting them on social media, such as LinkedIn for professionals or Instagram for designers and the fitness industry (00:05:18).
• Different industries and target demographics tend to spend the majority of their time in one area online, so getting into that space and getting out in front of them can be a huge benefit, and this can be done by joining a specific group of people who may be perfect for the website on platforms like Facebook (00:05:31).
• Some industries work better on a local level, not necessarily online, so joining a trade show, conference, or other event can be an effective way to spread the word and bring new members in, as seen in the example of Corey Barnes who successfully promoted his membership community in the Chattanooga, Tennessee area (00:06:32).
• Demonstrating authority in an industry can be done by sharing ideas, solutions, advice, and helpful pieces of content online to build trust with people who may not be aware of the website, and this can be an easy way to hook them in and get them to sign up for a membership plan (00:07:09).
• Connecting with influential industry leaders, such as influencers who have a large following of people who trust them, can be an effective way to promote a website, especially for new websites with little social proof, and it’s often better to start with smaller influencers who are more approachable and responsive (00:07:36).
• Sharing ideas and inspiring people is more effective than trying to sell to them, and sharing valuable information for free can help build trust and establish authority in an industry, making it more likely for people to sign up for a membership plan (00:08:03).
• When connecting with influential industry leaders, it’s often better to start with up-and-coming influencers, such as C or B-listers, who are more approachable and hungry for traction, rather than trying to connect with A-listers (00:08:29).

2. Convince Prospects to Buy (00:09:06)

• To convince prospective members to buy, they need to know that they will see results, and their money will be worth something, which can be achieved by addressing their concerns and doubts, and providing social proof, such as reviews or testimonials from existing members (00:09:07).
• Providing social proof can be done by asking existing members for reviews or testimonials and placing them throughout the website, such as on the pricing page, checkout pages, or sign-up pages, to show that the solution is working for other people similar to them (00:09:44).
• Live demos or video tutorials can also be used to provide social proof, such as recording the screen to show how the website works and what is offered within the membership community, which can help build trust and credibility with prospects (00:10:19).
• Comparing features and benefits with competitors can also be an effective way to attract members, by highlighting what sets the membership community apart and making it clear what benefits are offered that others do not (00:10:52).
• Offering consultations can be a good way to attract members, especially for moderately priced membership plans or for target demographics such as professionals, and can help to build a personal connection with potential members (00:11:18).
• Building a community is a key aspect of a successful membership website, and can be achieved by creating a community on Facebook or other platforms, where like-minded individuals can connect and share ideas (00:11:56).
• Cultivating a sense of fear of missing out (FOMO) can be an effective way to encourage people to sign up, by making it clear what benefits and solutions are offered and what will be missed if they do not join the membership community (00:12:21).
• When trying to convince prospects to buy, listing off a hundred features can be overwhelming and lose the key focus of the benefits of joining, which is how their lives or businesses are going to improve with the specific access or information that will be delivered to them (00:13:00).
• It is more important to explain to users what they’re missing out on and what they stand to lose by not joining a community or getting involved, rather than just listing the features they will receive (00:13:17).
• Testimonials and case studies are effective in showing how others are thriving and benefiting from a solution, which is a form of social proof that can help convince prospects to join (00:13:26).
• Some companies, like Wild Apricot, use comparison charts to show how their product stacks up against competitors, but this approach may not be as effective for a community-based product, where the focus is on the benefits and value provided to members rather than just features and pricing (00:14:02).
• Using a checklist or comparison chart can be a useful tool for prospects to evaluate different options, but it’s essential to keep the focus on the unique value proposition and benefits of the community, rather than just comparing features (00:14:35).
• Social proof, such as testimonials and case studies, can be a powerful way to demonstrate the value of a community and convince prospects to join, by showing how others have benefited from the solution (00:13:29).

3. Convert Prospects Into Members (00:14:55)

• To convert prospects into members, it is essential to convince them that the membership community has a solution for them and that they stand to lose something if they don’t join, with the goal of making the signup process as seamless, easy, and fast as possible (00:14:55).
• Reducing sign-up friction is crucial, which means not making prospects jump through a lot of hoops to get signed up, and not asking for a lot of information right up front, allowing them to create their account and add information later (00:15:26).
• Offering a limited number of membership plans, such as three, including a free general user plan and two premium plans, can help avoid confusion and make it easier for prospects to compare features and benefits (00:16:29).
• Implementing special early bird pricing or benefits can be an effective way to get people signed up, creating a sense of urgency and exclusivity, such as offering a limited-time discount of 50% or 75% off memberships (00:16:47).
• Using a Online chat feature on the website, such as Facebook Messenger or Live Chat, can help prospective members by providing them with immediate support and answers to their questions, making them feel valued and increasing the chances of them signing up (00:17:47).
• The live chat feature can be used strategically, such as only showing it on the pricing page, and being available to initiate chats with prospective members, to provide a personal touch and build trust with potential members (00:18:00).

4. Deliver On Expectations (00:18:52)

• To effectively run a membership website, it is essential to deliver on expectations, which involves setting expectations from the initial visit to long after a member signs up and purchases a membership plan, to ensure members know what to expect from the website, service, and community (00:19:06).
• Having introductory and training videos can help facilitate this process, especially if the membership community offers community-generated content, and embedding a quick screen recording in the member dashboard can help members get started quickly (00:19:39).
• Creating custom thank you pages and emails after a membership purchase can also help, and customizing the default welcome email template to make it more personalized and applicable to the target audience is recommended (00:20:17).
• Proactively asking new members if they need help getting started and addressing any initial concerns they may have can prevent potential cancellations and make them feel happy and supported (00:21:06).
• Showing appreciation to members, such as offering free upgrades if someone comes with a complaint, can demonstrate how much the members are valued and cared for (00:21:39).
• Under promising and over delivering is a good strategy to keep members happy, and it is essential to be proactive in addressing any concerns and providing support to ensure a positive experience for members (00:22:01).

BONUS: Daily Tasks to Keep Your Website Growing (00:22:28)

• Membership website owners need to perform daily tasks to keep their website growing, which was discussed in a previous webinar that provided a five-item list of tasks to maintain a pulse on the website and keep the community active (00:22:29).
• The daily tasks are essential to address a common question from membership website owners on how to maintain their website and community, prompting the creation of a webinar to provide guidance (00:22:55).
• The fundamental four tasks for a membership website include bringing awareness to the product, convincing prospects to buy, converting prospects into members, and reducing friction in the decision-making process (00:23:07).
• The final two tasks of the fundamental four involve making the decision-making process easy for prospects and delivering on expectations to provide a satisfactory experience for members after they join the community (00:23:20).