Putting Content First: Evaluating the Relevancy of a Professional Association's Web Site

Abstract

Professional associations are important for the continuing education, networking, and development of many librarians, yet there has been little research investigating the value of associations' Web sites and how they support members' needs. Just as a library must understand the purpose of its Web site, professional associations must clearly define a Web site's purpose in order to determine if the site is meeting the needs of its intended audience. This study presents how three volunteer Web managers began the process of identifying the purpose of one professional library association's Web site and how they determined if the site was relevant to the membership using data gathered in a Web analytics tool and a survey of association members. By understanding membership needs and user preferences, the Web managers were able to determine the relevancy of the site and develop strategic plans for future site improvements. This process offers a model that other association volunteers can use to assess and improve their Web sites without a large investment of time and resources.