How do you ensure that the people showing up at your digital front door are the ones you want to welcome—and that you’re not scaring them off?
It’s a multipronged question, and one that requires some sophisticated thinking. Last week, National Fluid Power Association President and CEO Eric Lanke gave voice to the first issue when writing about what I’m sure is a common problem for a lot of associations: the concern that the traffic hitting your website is the right traffic.
Lanke (who, by the way, is a great example of a CEO blogger in the association space) noted that his organization’s site features a basic explanation of what fluid power actually is—which makes sense, because it’s a topic that the layperson might want to know about.
Please select this link to read the complete article from Associations Now.