CLA Global
Membership Acquisition
CLA Global Limited (CLA Global) is a leading international organization comprised of independent accounting and advisory firms. Currently CLA Global’s membership encompasses more than 15,000 personnel across twenty-three countries.
The network wishes to increase membership by promoting the membership benefits delivered by CLA Global, which showcase collaboration, members being able to gain access to new skills, capabilities and markets. Central to this is their website.
The challenge
Having initially completed a successful rebuild of the CLA Global website on Umbraco, we were asked to turn our attention specifically to how the website may be improved with the aim of increasing applications for membership.
It was believed that the website’s promotion of membership and its benefits was sparse and could be developed further, and that there may be some technical and aesthetic improvements that could help with this promotion.
Specifically:
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Visitors were unaware of the benefits of joining CLA Global as a member firm;
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There was a lack of content to highlight existing member firms’ experiences;
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CLA Global’s value proposition was not clearly promoted on the website;
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The website’s design required a more modern look and feel.
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Prospective members’ journeys from the homepage to the sign-up form was seen to be confusing and convoluted.
ClerksWell was tasked with investigating what improvements could be made, and with modelling, designing and implementing them with the goal of increasing the conversion of member firms contacting CLA Global to join and be a member of the network..
The Approach
ClerksWell began the project with a full review of the CLA Global website, along with a competitor review. From these, we identified the following key areas for improvement:
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Content development
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Information architecture improvements, including smoothing the pathway for new applicants
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Design improvements
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New functionalities to better present new and existing content, including:
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An updated navigation to better promote existing membership and the option to join;
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A header video to better introduce CLA Global on the home page;
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A new component specifically dedicated to promoting the benefits of membership;
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A new component specifically dedicated to promoting key facts and figures around CLA Global’s existing membership;
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A carousel component to highlight case studies of success stories of CLA Global’s members;
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A redesigned quote module to give voice to CLA Global’s membership.
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Search Engine Optimisation to be scheduled
We worked with CLA Global to refine these recommendations, before creating prototypes of the new recommendations and adding a layer of design over these.
Finally, we developed, tested and released these improvements on the website, at the same time as working collaboratively with CLA Global to identify content gaps, fill those gaps with high quality videos, updated imagery and new case studies before applying the newly created content and information architecture to the site.
The Impact
Before this project began, CLA Global was receiving an average of 10 applications for membership per month. The impact of our enhancements to the website have been extensive and we will be collecting data over the next few months to measure uplift. The updated navigation and new components have significantly improved the user experience, making it easier for members and potential members to find and engage with valuable content. The header video and revamped content have effectively communicated the benefits of membership, leading to a noticeable increase in membership enquiries and sign-ups.
The dedicated sections for membership benefits, key facts and case studies have provided clear and compelling reasons to join CLA Global, demonstrating the sense of community and shared success among members. The redesigned quote module has amplified members’ voices and showcased their experiences and successes, thereby reinforcing the value of membership.
The collaborative approach to content design and creation ensured that the new material was engaging, relevant and easy to find by the website’s visitors, aligning with their needs and expectations. The result was a more inviting and informative online presence.
By elevating the functionality, design and content of the website, we have strengthened CLA Global’s digital footprint, improving engagement and satisfaction and ultimately, global membership.
The team at ClerksWell have been great. An experienced and knowledgeable team who knew what we were looking for and helped with the user journey and content, so that we could achieve our objectives. The team’s responsiveness and regular updates ensured we delivered on time.
Dal Patel, Director of Marketing
