Your association’s website is a 24/7 digital ambassador. It’s your members’ very first impression, it’s a guide, and also your primary gateway to engagement. Its importance cannot be overstressed.
But too often, association websites are structured based on internal department silos rather than how members actually think and search.
The result? Confusion. Missed opportunities. And a navigation bar that feels more like a corporate staffing chart than a map for a successful journey through your website.
Let’s talk about why your website’s naming conventions - especially in your navigation - matter and how reframing your labels can lead to better outcomes for your members (and staff).
Are You Naming the Means Instead of the Ends?
“Join for the networking.”
If you’ve worked in associations long enough, you’ve seen this phrase (or something like it) on just about every membership page. But here’s the problem: nobody actually joins for networking.
Networking is a means, not an end.
People don’t sign up because they love walking into a room full of strangers. They sign up because they want:
Career Advancement – Access to senior leaders who can open doors.
Industry Influence – Opportunities to collaborate on big challenges.
Deep Connection – A space to engage with like-minded peers.
Growth & Mentorship – Learning from those who’ve been there before.
So why are so many association websites still using “networking” as a navigation label?
Your Navigation Bar: Stop Organizing by Departments
It’s not just networking. Associations often make a similar mistake in how they structure their website navigation.
Instead of thinking about what members need, they structure menus based on internal org charts:
• Advocacy
• Membership
• Events
• Resources
These labels might make sense to staff, but they don’t mean much to members who just want to solve a problem, advance their careers, or find meaningful opportunities.
What Should You Use Instead?
Your website’s navigation should reflect the outcomes members care about. (It sounds so simple, but it’s not always easy to act on).
Here’s a quick exercise: Look at your navigation bar right now.
Would a new visitor immediately understand what they gain from each section? Or would they have to click and hope?
Try shifting from department-speak to actionable, benefit-driven labels:
✅ Instead of “Networking” → “Build Connections”
✅ Instead of “Advocacy” → “Drive Change”
✅ Instead of “Events” → “Learn & Grow”
✅ Instead of “Membership” → “Join Our Community”
Your association website is not an org chart. It’s a member engagement tool.
Words Matter: Reframing Your Content for Clarity
Let’s take the concept of networking again. How can you reframe it so it resonates with people?
1. Focus on the Outcome
Instead of saying:
“Join us for networking opportunities.”
Say:
“Meet mentors who can open doors for your career.”
Instead of labeling a section “Networking,” highlight what people will actually gain:
"Find a Community of Like-Minded Professionals"
"Collaborate with Leaders in Your Industry"
2. Use Language That Feels Natural
Your website should read the way people talk. If you wouldn’t say it in a conversation, don’t put it in your navigation.
Try more inviting, human-friendly language:
Instead of Events → What’s Happening
Instead of Resources → Growth Tools
Instead of Membership → Why Join?
Words shape perception. If your website sounds bureaucratic, it feels cold and impersonal. If it speaks directly to member needs, it feels helpful and engaging.
3. Rebrand the Experience
If networking events feel like forced small talk, why not rethink the way they’re branded?
Here are a few fresh ideas:
Mentor Match-Up Hour (Guided introductions between senior and junior members)
Big Ideas, Small Groups (Facilitated discussions on industry topics)
Behind-the-Scenes Leadership Roundtable (Casual chats with executives, no name tags required)
A simple name change can completely shift how members perceive the value of an event.
Final Thought: Your Website Should Work for Your Members, Not Just for Your Staff
Too often, association websites are built around internal processes instead of member outcomes.
But here’s the good news: a few small naming tweaks can make a big difference.
✅ Remove jargon that only makes sense to staff.
✅ Lead with benefits, not processes.
✅ Make navigation crystal clear, so members immediately know what’s in it for them.
Because at the end of the day, your website’s job isn’t just to list what you offer, it’s to help members see why it matters to them.
So what’s one small change you could make today to make your site more member-friendly?
It’s insights like this and more that we’ll help you with on your next redesign. We’d love to be included in that process.
