Creating an engaging space for multiple audiences

Whilst increasing new member sign-ups was a key metric for the new IoD site, there was also a need to appeal to the 2 audiences - members and non-members. We wanted to ensure membership was brought to the forefront, with clear signposting and an intuitive user journey for potential members that guided them through the member benefits and ultimately to the online application form. Simultaneously, we wanted to highlight the unique benefits that IoD membership delivered. We accomplished this through a focus on members-only content. Previously when a non-member visited the site, the member-only content was not visible, but we implemented an approach that allowed non-members a teaser of the content available to members, which IoD utilised as a marketing tool to attract membership.