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Ever considered joining a club to meet people who share your interests? A membership website—i.e., an online space that offers exclusive content to a community—works the same way. Only members have access, which can be free or paid, and the content is geared toward a specific group of people.
For content creators and a variety of businesses, member sites can help build communities, strengthen audience relationships, and create a new stream of revenue.
If you’re interested in launching a membership site, this overview can help you get started.
How member sites work
Member sites differ in all sorts of ways, including content and membership options. However, the most successful usually have these key features in common:
Exclusive access: Members log in to access the site. Depending on their subscription—which could be free, paid, or on a tiered level—members can access content that connects them to a community, resources, and topics of interest.
Convenience: Member sites make it easy to access content at any time, in any place. You control the site, so there’s no concern over algorithms or content getting lost.
Community: Features like shared event calendars and group workshops help members connect with each other. The exclusivity of membership also creates a community feel.
Who uses member sites?
From nonprofits and clubs to associations and small businesses, all types of groups and individuals use member sites. Some may be meant for existing clubs or businesses, while others may be new, requiring time to build up. From yoga teachers to vocal coaches, there’s a way to use a member site for everyone.
For example, a content creator can use a member site to post exclusive bonus content, like behind-the-scenes videos or paid newsletters. Coaches and consultants can use the site to share extra educational videos, workshops and events, or product recommendations.
What content can you put on a member site?
Member sites host all sorts of content, including some that you may not expect. Here are some common examples.
Written posts: Text-based content such as recipes, blogs, and article roundups can be a big draw. Other examples include checklists, downloadable worksheets, calendars, and exercise plans.
Interviews: Like the best news outlets, original interviews with interesting people make a website worth reading. These can be written or in video format.
Surveys: Want to know what members are into? A survey can reveal what they’re thinking and make them feel more invested in the community.
Live and recorded webinars: A live video feed with the ability to comment in real-time can energize an audience.
Courses: One of the most common type of content on member sites, most courses have a clear focus and learning objective.
Podcasts and videos: Like exclusive interviews, interesting podcasts and videos give members a reason to tune in.
Choosing your content
So you have a sense of the content that goes on a membership site. But how do you choose the right content for your site? Ultimately, it comes down to meeting your audience’s needs and wants—and most importantly, delivering value.
Is there a particular subject your audience or clients are interested in and want to learn more about? What’s the best way to get that information across, and how can you make it compelling? Knowing your audience and what they care about can help guide your content choices.
How to make a member site
If you’ve read up on the member site basics and feel like one could fit your business or content, here’s a quick overview on how to make one.
1. Choose a membership model
When building a membership site, the first thing to ask yourself is what content you want to offer and how you plan to deliver that content. Additionally, what kind of access would you like your members to have? Here are a few common models to consider.
All-in: Some member sites provide what’s known as an all-in membership, in which members receive access to the content all at once.
Fixed-term: These memberships provide access for a limited amount of time. For those with a time-based goal—like paying off debt in a year—this kind of membership can offer an incentive to join.
Drip-feed: Similar to a fixed-term model, this model releases content at certain times versus all at once. This gives people time to consume your content and build up anticipation for whatever you plan to drop next.
Tiered: You can offer different levels of membership access for different prices. For example, a fitness coach’s top tier might include individual coaching, access to on-demand videos, community events, and workout guides, with less expensive tiers including fewer perks.
2. Consider polling your audience
A membership site needs engaged, loyal members to last long-term. Survey your clients or audience to get a sense of what they’d want out of the membership. This is a good opportunity to understand their needs, what they consider worth an additional cost, and how much they expect to pay for a membership.
3. Choose a website builder
Once you’ve chosen a membership model, you’ll need to select a website builder to create your site. It helps to consider what features you’ll need, such as free web hosting, reliability, AI capabilities, and the ability to buy and connect a domain name. If you can add a membership website or membership page to a website you already have, that can work well too, since it’s easier for your existing audience or clients to find.
4. Plan and build your site
Great websites have thought-out structures and intuitive navigation that gets users where they need to go. Consider planning your website with a wireframe—a simple, visual guide that outlines the structure, layout, and key features of your site. A wireframe can help you build more quickly once you go into your website builder and website template.
Make sure your membership website or members’ only page reflects your brand and personality. Unique visual design helps set you apart, stay memorable, and look more professional.
5. Promote your membership
Your website won’t be successful if no one’s aware it exists. Consider drafting a marketing strategy, which can help clarify your goals, keep you focused, and effectively get the word out.
Start with your current audience if you’re not sure where to begin. Consider sending an email to past clients and highlighting your new membership on social media. Don’t be afraid about sharing more than once to ensure you reach more people.
Read our full guide to creating a member site
How to price memberships for a member site
Coming up with a pricing model for a membership site is often a delicate balance. Charge too little, and you may not be able to cover expenses. Charge too much, and you risk turning people away.
The goal is to charge enough to manage expenses without turning off potential members. You’ll also want to charge what’s in line with the value of the content you provide. Here are some ways to ensure that you get the price right.
1. Research the market
Researching other membership programs will give you a strong sense of what others are charging and how your content stacks up. You may also spot certain trends and get ideas for how to market your site. In knowing your competitors’ strengths and weaknesses, you may also find a segment of your audience is underserved, meaning you can customize your membership and build a website that speaks to them.
2. List your expenses
Once you’ve researched the competition, it helps to know how much running your site and membership will cost. Expenses can include everything from your website subscription to equipment rental costs, studio rental fees, and so on.
Like many, you may put all of your membership fees toward expenses. If you’re worried about charging too much, see if you can supplement with brand partnerships, grants, or donations. Use your budget to help you decide which choice is best.
3. Get real about value
Affordability matters, but members need a good reason to join. Draft a list of the value you realistically offer to someone. Compare your list to what competitors offer and what they charge, factoring in the size of their following and level of experience. This should give you a baseline from which to measure the value of your membership.
4. Consider your members
Just as it helps to be real about value, it’s important to be able to reach who you’re trying to serve. Who are your members and what do they want? Where do they work? Can they realistically afford to join your membership?
This is where polling your audience or clients can be helpful. Check in regularly with members and pay attention to changes in membership to identify their needs early. If you can’t meet their needs, chances are they’ll decide to go elsewhere.
Growing and maintaining your member community
Now that you’ve got your membership site up and running, you’ll want to grow and maintain it. In addition to keeping your member site regularly updated with content, try these strategies to keep your audience engaged.
Host events. Virtual or in-person meetups are a great way to gather your members in a casual environment. Building relationships will help members feel more connected to the group.
Start an online forum. People love to connect and share ideas, and a forum is a great place to do this. Online forums can be password protected to create a sense of exclusivity.
Interact with your members. People joined your member site because of you, so it’s a value-add to be present with your members when you can. Take time to respond to comments or messages regularly and find opportunities to connect outside of your content.