Promoting association membership benefits and savings to neonatal nurses
My creative team was approached by the National Association of Neonatal Nurses (NANN) to revamp two of their most integral external-facing web pages: “member benefits” and “member savings.” The ask stemmed from one of NANN’s larger goals: adeptly nurturing prospects into members and increasing member retention past the first year of membership.
The strategy
My team and I dove into the content of both pages and brainstormed ways to highlight what NANN can do for neonatal nurses and why it makes sense professionally to become a member. We also spent some time in the worlds of keyword research and a competitor analyses to ensure that our refreshed content is SEO-rich and successfully competes with similar organizations on SERPs.
On this project, I served as the main copywriter responsible for rewriting, restructuring, and optimizing the “member benefits” and “member savings” pages. Starting with the “member benefits” page, my goal was to create copy that flows smoothly, is easy on the eyes, and compels users to learn more and explore other areas of NANN.org. In an attempt to compartmentalize what NANN can offer its members, I landed on education, community, and advocacy as the three pillars of membership. The H2s on the page depict each of those pillars and elaborate on them in the body copy with no more than 2-3 sentences, invoking NANN’s brand voice of empowerment, warmth, and professionalism. In the interest of inclusivity, I also made sure to emphasize it's nurse practitioners division, known as NANNP, as an add-on to APRNs.
One of the most prominent benefits of NANN membership is access to specialized resources at discounted prices, so it was important to tackle the “member savings” pages in conjunction with the work completed on the “member benefits” page. Following the essence of the content-based updates in the previous page, I restructured the content that was already on the page and included the member and nonmember prices of each product or event, including the concrete savings amount that only a NANN member can access.
Through simple calls to action, compelling headers, refined copy, cross-linking to other NANN pages, and strategically incorporating target keywords for SEO, my team and I created a more refined user experience that makes the journey to membership even that much more comfortable and sleek.
The results
In the first 6 months of publishing the new page content, the “member benefits” and “member savings” pages saw an average 7% increase in page entrances, 4% drop in bounces, and 5% increase in users who navigated to another NANN.org page. We continue to monitor these pages and make any necessary changes based on the site’s analytics data over time.