Why Your Membership Association Website Needs a Search Function

Here’s a scenario: A prospective constituent visits your website. The site is a little outdated making it difficult for the person to navigate through the pages. They think, "maybe if I can search for the exact content I'm looking for, I would get there faster?" With a couple more clicks around the site and no place to type out search terms, this discouraged potential new member has bounced off your website.

While this is a worst-case scenario, unfortunately, many membership-based organizations have outdated websites with a lack of search ability for users. Research from a customer satisfaction web user experiences survey from the Search Engine Journal shows insight into exactly what visitors expect and don’t want when landing on your website. Check out the statistics below.

Let’s go over some key reasons why your Association, Jewish Community Center, Chamber of Commerce, and Real Estate Association should implement a search function on your website.

Search Functions Are Utilized If Offered

Remember the quote from the movie Field of Dreams, “If you build it, they will come”? Well, the same applies to a search bar on your website. If you offer the functionality, site visitors will utilize it. Data shows that 59% of web visitors frequently use the internal search engine to navigate on a website and 15% would rather use the search function than the hierarchical menu. We are accustomed to using search engines every single day to access information, so this is no different when someone visits your website. 

Gain Insight By Tracking Your Site Search 

Just like you track website visitors and bounce rates, you should also keep a keen eye on what people are searching for on your website. Using the Google Analytics Site Search report will show you what search terms people use, the pages they start their research, and the pages they navigate to from your search results page. Having access to this kind of intel can direct your website content, navigation, and marketing campaigns.

Site Search Offers a Positive User Experience 

One of the goals of your website is to have people return and utilize it as a valuable resource. In order to do this, your organization needs to provide a great user experience. And what better way to do that than to help users find exactly what they’re looking for as quickly as possible? Doing so will create brand loyalty and trust, encouraging people to return to your website since it offers a solution to something they are searching for. 

If you're interested in adding a search function feature to your Association, Jewish Community Center, Chamber of Commerce, or Real Estate Association's website, please reach out to us and someone from our team will contact you. 

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