Great club websites are popular with members. Popularity creates a reliable communication channel with members, and people regularly contribute content without having to be asked. A regularly updated and active website provides a positive public ‘shop front’ for the club which attracts new members.
Popularity requires the right sort of content, but what is the right sort? Whilst casual comments can give an indication, actual usage information will give the most accurate picture. We recently dug into the analytics behind our website at Abbotsleigh Swim Club and this what we found:
- Being easy to find on Google is crucial. 65% of sessions come to use from Google, only 20% direct, and 5% via the website of our parent school.
- We get a lot of irrelevant traffic. 87% of traffic is from our own country (Australia) and 82% is from our own City (Sydney).
- Having a site that automatically formats for alternative device screens is crucial. 40% of traffic is from a mobile device or tablet.
- We reach well beyond our immediate membership. Is there advertising potential? 7.6x our membership currently visit our website each month.
- Bite size content is best. Average visitor stays for 3’10” and views 3.29 pages.
- Recruit new regular visitors using photos and camp blogs. These are our big traffic magnets.
- Include club records, calendar/events and news. This is our most popular content.