Community Website Design: Rules for The Banner

Community Website Design: Rules for The Banner

What do you notice about the following four communities?

….they all have terrible banners.

Most community banners today are doing more harm than good. They’re static monstrosities filling far too much real-estate with bland messaging trying to appeal to every member segment.

A banner is not a game-changer for any community, but it is a useful tool to drive the kind of behavior you need, help with the signal to noise problem, and set the tone for a community.

But banners come at a big cost, they push activity off the page. They make it harder for members to see who or what is new in the community. The bigger the banner, the greater the cost. Your banner comes at the direct expense of activity.

A Detailed Breakdown of Autodesk’s Online Community

Autodesk has one of the oldest and most successful brand communities in the world.

If Apple and Airbnb showed how the largest brands run their communities (and StackOverflow showed what’s possible with a fully customized platform), Autodesk represents what’s possible with the tools most organizations have available today.

The community began as user groups on bulletin boards in the mid-90s. For a time Autodesk, sent their website visitors to separate user groups. In the early 00s, Autodesk reclaimed the communities on their own site and have steadily grown membership and activities ever since.

Keeping Engagement High As Your Online Community Grows

Don’t believe the “our members are too busy to participate” myth.

Time is about priority and priority is about relevancy. If your community is helping your members solve their toughest problems right now, they will always find the time to visit.

The problem is most communities don’t get their signal to noise balance right. They aren’t helping enough members achieve the goals they have right now. They’re not making their community relevant enough to their members.

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