In the early days of the web, businesses embraced this new frontier and created brochure websites to present their information to this new audience.
Over the last 25 years, our lives have been changed by the internet. Members are joining your cooperative that do not know a time without the internet. And the brochure strategy for your website just doesn’t work anymore.
It’s Social Media right?
Yes. And No.
Yes, Social Media is an important tool that almost all businesses can, and should, be embracing.
Social Media is invaluable for placing your cooperative in view where your membership is hanging out. It’s an opportunity to create natural engagement with your members while promoting community events, cooperative service, and communicating cooperative news.
However, it does not mean your website is now less important than your Social Media profiles. In fact, we would argue your website is even more important.
“Why is our website so important?”
As an electric cooperative, you’re in a unique marketing situation. Your residential audience isn’t shopping for a new electric provider. You’re not in a position having to sell yourself to this new customer. You’re not looking to nurture this lead and convert them to a new customer.
However, for many, your website is the first interaction new members will have with your cooperative. Your website will also be the starting point the majority of interactions your members have with you online.
Paying their bill, setting up new service, and submitting a maintenance request – members will initiate these through your website, not your social media profiles.
“So what should our website be?”
Okay, so the website is important. We know it shouldn’t be a static brochure. But what should your website be?
Professional. Intentional. Representative.
If your website looks outdated, haphazard, unorganized, and generally broken, new members will feel that your cooperative is outdated, haphazard, unorganized, and generally broken. That negative impression will then translate into an uphill battle for your customer service, crew, and staff whenever issues do arise.
We’re not naive enough to suggest that member impression / satisfaction hinges on the quality of your website. But it does have an impact.
We’d love to talk to you about how easy it is to create a positive impact with your website.