The Associated General Contractors of America (AGC) did not have a straightforward process to match a potential member with their appropriate Chapter (of 92 chapters) and used its website to lead prospects in the right direction.
In 2016, the organization set out to enhance Chapter membership recruitment efforts with the goal of increasing the AGC value proposition and growing member rosters through the main website.
LMO partnered with AGC of America to develop a clear, informative online presence with a strong call-to-action for potential new members through a multi-step approach:
As of two months after launch, users were spending an average of five minutes on the "Why Join" page, indicating a positive user experience and engaging content.
Additionally, AGC headquarters has seen the number of new leads triple since the start of the campaign. AGC chapters will use the inquiries generated to schedule appointments and reach out and engage interested companies.
The “Why Join” online presence will remain a “rolling enrollment” tool for the ever-growing AGC of America.
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