Webinar Wednesday 231 – September 16, 2026

Introduction (00:00:00)

• The session focuses on a "back to basics" tip of the week, emphasizing fundamental business practices over complex AI automations to help grow membership and directory websites (00:00:26).
• Viewers are encouraged to participate via YouTube live comments, which are monitored for the Q&A session (00:00:44).
• The Brilliant Directories YouTube channel provides notifications for scheduled webinars, tutorials, and other updates (00:00:56).
• A dedicated Facebook group serves as a community hub for users to share productivity, ask questions, and view webinar replays (00:01:14).
• Users can download the Brilliant Directories mobile app to monitor key site statistics, including new member sign-ups, revenue, and form inquiries (00:01:55).
• The Brilliant Directories team frequently releases platform updates based on feedback from the community, support tickets, and user suggestions (00:02:24).
• Webinar Wednesday sessions are designed to cover new features, growth strategies, and tips for increasing traffic and converting visitors into members (00:02:35).
• The webinar includes a Q&A segment where participants can request a "two or three minute challenge" review of their specific websites to address technical or strategic roadblocks (00:03:04).

The Simple Plan for Growing Your Membership Website (Intro) (00:03:49)

• The discussion focuses on a fundamental, simple plan for growing a membership website. (00:03:49)
• This growth strategy is designed to be applicable to both brand-new websites and established membership or directory sites looking to accelerate their growth. (00:04:01)
• While there is a current trend of focusing on artificial intelligence and new, flashy technological tools, the core message emphasizes that mastering the basics remains the most important factor for success. (00:04:13)
• The objective of the session is to step back and review these essential foundational principles. (00:04:26)

Start With 3 Clear Answers (00:04:32)

• Establishing success for a membership website requires answering three fundamental questions to provide clarity and direction (00:04:32).
• A website should be viewed as a tool rather than the business itself, as the core business consists of the underlying ideas, the target audience, and the specific ways in which people are being helped (00:04:45).
• The first essential question is identifying the target audience, specifically determining who the website is for, who the paying members or end-users are, and who the site intends to attract and serve (00:05:04).
• The second essential question addresses the value proposition, specifically why individuals would choose to join or create an account on the website given the abundance of other available services (00:05:20).
• The third essential question focuses on acquisition, specifically determining how to proactively find the target audience online and ensure the website is visible to the right people to grow the user base (00:05:39).
• The primary goal is to achieve a "wow" factor where visitors immediately recognize the site as the exact solution they have been seeking (00:06:02).
• Specializing in a niche audience increases the likelihood of effectively connecting with the specific needs, wants, and requests of potential members (00:06:27).
• If a website does not currently elicit a strong, positive reaction from its own creators, further strategic adjustments are necessary to better resonate with visitors (00:06:41).

1. How Will People Find Your Site? (00:06:53)

• The process of building a membership or directory website begins with attracting users, which requires identifying the target demographic and determining where they are located both online and offline (00:06:53).
• While paid marketing is a viable strategy, it is not mandatory, as there are alternative methods to reach potential members without upfront monetary or time investments (00:07:27).
• Publishing helpful, relevant, and beneficial content on a website serves as a primary method for attracting users by improving organic SEO rankings and increasing visibility to AI chatbots like ChatGPT, Claude (AI), Grok (chatbot), and Gemini (language model) (00:07:39).
• Creating content upon launching a website helps a new site appear established to visitors while simultaneously assisting with search engine rankings (00:08:23).
• BD Butler is a virtual assistant tool available within the website admin area designed to automate the creation of blog articles, events, and job listings (00:08:41).
• Users can configure BD Butler to run on various schedules, including one-time, hourly, daily, or weekly intervals, with the capacity to generate up to three posts per run (00:09:22).
• The BD Butler tool allows for specific customization, enabling users to define the focus or style of the content, such as searching for particular types of events like family fitness, marathons, or professional gatherings (00:09:47).
• Utilizing tools like BDB Butler can provide solopreneurs with a competitive advantage by automating content creation and helping establish a new website (00:10:41).
• Content generated from events can be repurposed into social media posts, blog articles, and newsletters, creating a cycle of infinite, relevant content (00:10:53).
• Engaging in niche-specific Facebook groups by providing helpful content rather than spamming can attract visitors and potential members to a website (00:11:47).
• Real-world networking strategies, such as attending speaking events or conducting direct business outreach, are effective for professional directories and association websites (00:12:11).
• Leveraging existing business connections to gain referrals is a viable strategy for those with long-standing experience in their niche (00:12:24).
• A multi-channel approach that targets potential members through both online and offline avenues is more effective than relying on a single method (00:12:44).
• Focusing on attracting the "right" people is more beneficial than casting a wide net, as smaller, targeted groups can often meet revenue goals more easily than large, broad audiences (00:12:58).
• Achieving revenue goals, such as those for a month or quarter, may only require a modest number of members rather than thousands (00:13:12).
• Highly successful directory and membership sites often maintain a few hundred to a few thousand members while generating six-figure revenues by providing consistent value and exposure (00:13:30).
• Revenue can be sustained through annual subscription renewals and the sale of leads, which are priced according to the specific industry (00:13:48).
• Reverse-engineering financial goals, such as earning $25,000 per month, often reveals that the target is achievable with fewer members paying higher subscription fees (00:14:07).
• Prioritizing the delivery of value to members is essential for maintaining high retention rates within a subscription-based model. (00:14:19)
• Building social groups on external platforms can serve as a strategic method for growing a directory website. (00:14:26)
• Historical examples include creating LinkedIn groups for specific industries, such as interior design, which grew to 10,000 members and facilitated networking and self-promotion among professionals. (00:15:05)
• These groups functioned as a funnel to drive traffic to a directory site, where members could choose between free or paid listings. (00:15:39)
• Offering services such as spotlight articles appeals to professionals who value positive exposure and can be sold as a benefit of the membership. (00:15:46)
• Providing leads to professionals by matching them with consumers searching for services on the directory site is another effective way to provide value. (00:15:57)
• Engaging with existing industry groups—such as those focused on sustainable green design—can lead to opportunities to become a group owner or manager, providing access to larger audiences. (00:16:03)
• Growth within these communities should be cultivated slowly, avoiding spam while introducing opportunities for members to engage with the directory site. (00:16:16)
• Inviting group members to contribute as thought leaders or blog authors helps integrate the directory into the community and fosters deeper engagement. (00:16:30)
• While community features can be hosted directly on a directory site, meeting potential members on established social networks like LinkedIn or Facebook is an effective strategy for transporting them to the primary website. (00:17:09)

2. Why Would Someone Join Your Site? (00:17:27)

• The second step in growing a membership website involves targeting the specific audience intended to become members (00:17:27).
• Website owners must identify and clearly communicate the specific problems they are solving for their target members (00:17:40).
• If the problems faced by target members are unknown, it is necessary to ask them directly to identify their needs (00:17:48).
• Potential solutions for members include saving time, generating business leads, increasing professional exposure, or facilitating industry connections (00:18:01).
• While membership websites offer various technical features, members are primarily motivated by the tangible outcomes and benefits they receive rather than the features themselves (00:18:29).
• It is essential to clearly and simply communicate the value proposition to visitors, ensuring they understand why the website is useful to them immediately upon arrival (00:18:53).
• Websites should explicitly state who the platform is intended for and what specific problems it solves for both members and end-user visitors (00:19:06).
• A simplified approach to website design, such as providing clear, binary choices for users (e.g., "find a trainer" versus "get found"), can be effective for new sites with limited content (00:20:08).
• Providing distinct reasons for both the end-user searching the site and the members paying to be listed is critical for growth (00:20:36).
• Creating dedicated pages that explain the convenience and value of the platform can help connect with users and provide an app-like experience (00:21:03).
• Creating separate landing pages for different user groups, such as consumers and professionals, helps tailor messaging and benefits to each specific audience (00:21:37).
• When using AI tools to generate page content, it is often necessary to engage in multiple iterations to refine the output, improve clarity, and ensure the messaging effectively communicates the value proposition (00:22:29).
• For consumer-facing pages, the content should clearly explain the benefits of the platform, such as the ease of searching for and connecting with trainers, while reassuring users they are in the right place (00:22:47).
• Using language that references the simplicity of popular apps can guide AI to generate content that emphasizes a user-friendly, intuitive experience for people of all technical abilities (00:24:07).
• To reduce friction during the sign-up process for professionals, it is recommended to prioritize the creation of a free account over presenting immediate paid plan options (00:24:45).
• Once a professional has created a free account and provided their email address, the platform can then focus on upselling visibility boosts and other premium features through newsletters and targeted offers (00:25:04).
• Initial page designs generated by AI may require manual adjustments, such as selecting better images and removing redundant or confusing elements, to create a more professional digital storefront (00:25:29).
• After creating new landing pages, they should be integrated into the website's main menu to ensure they are easily accessible to site visitors (00:25:42).
• For a new website with limited content, the main menu should be kept simple, starting with essential navigation items like a home page (00:26:11).
• Simplifying a website's navigation menu can reduce the workload for site owners and make the platform more user-friendly for visitors. (00:26:31)
• A streamlined menu structure, such as focusing on specific user paths like "Find a trainer" or "Why use Find Fitness Pros," helps clarify the site's purpose for consumers and professionals. (00:26:45)
• While complex features like directories, event calendars, and photo albums may be useful for certain types of sites, they can be overwhelming during the initial stages of a project. (00:28:31)
• New membership websites should prioritize simplicity to encourage user engagement, with the option to evolve into more complex mechanisms once a solid user base is established. (00:28:53)
• Important but secondary links, such as events, jobs, or articles, can be placed in a top header menu to keep the main navigation clean and focused. (00:29:27)
• An alternative design approach involves removing the main menu entirely and placing all essential links, including login and join buttons, in a single line alongside the site logo. (00:29:40)
• Website creators often struggle to objectively evaluate their own platforms because they are too deeply involved in the development process. (00:30:05)
• Seeking feedback from friends, family, or colleagues is a recommended strategy to determine if a website clearly communicates its purpose, target audience, and the problems it solves. (00:30:20)

3. Deliver What Members Want (00:30:40)

• The primary objective for a membership website is to consistently deliver on the core benefits that address the specific problems members are trying to solve (00:30:40).
• While platforms like Brilliant Directories offer numerous features, it is more effective to focus on a small number of core benefits—ideally one to three—rather than attempting to utilize every available tool (00:30:59).
• Prioritizing real outcomes for members is essential, with potential benefits including increased visibility, time or monetary savings, industry access, information, or networking opportunities (00:31:27).
• The specific benefits offered should be tailored to the target audience and the niche of the website (00:31:46).
• If the value proposition is unclear, it is recommended to directly ask members what they value most to avoid investing time in features that do not address their primary needs (00:32:00).
• Focusing on fewer, high-impact benefits simplifies front-end communication and makes the value of joining the website clearer to new visitors (00:32:27).
• For sites centered on exclusive communities or premium content, the value lies in the networking opportunities or the specialized information provided to members (00:32:44).
• For business directories, members primarily seek increased visibility, which can be facilitated through social media shout-outs, newsletter features, and spotlight articles (00:33:10).
• Delivering actual consumer leads is critical for business directories; without a method to generate leads, members may perceive their listing as having no incentive to stay (00:33:39).
• Leads for members are typically generated through contact forms on the website, which allow consumers to reach out to listed professionals (00:34:08).
• Contact forms on member profiles serve as a primary mechanism for generating leads for members on Brilliant Directories websites (00:34:21).
• Site owners can evaluate their platform's effectiveness in satisfying members by monitoring the volume of consumer inquiries submitted through these profile-based contact forms (00:34:36).
• Brilliant Directories platforms include a "get matched" page, which functions as a centralized lead generation form that can be customized with specific labels, such as "get connected" or "matching service" (00:35:00).
• When a consumer submits a request through the "get matched" form, the lead is distributed to members within a specified geographic radius (00:35:55).
• To prevent market saturation and ensure a fair competitive environment, site owners can limit the number of members—typically three to five—who are permitted to purchase a single lead (00:36:09).
• Placing the "get matched" page in the main navigation menu provides a convenient service for users who prefer not to manually search the directory (00:36:38).
• Focusing on service-oriented features, such as a matching service, can simplify the user experience compared to maintaining a website with disjointed content (00:37:38).
• While content is necessary for search engine optimization (SEO), the primary objective of the website is to guide visitors toward providing their email addresses (00:37:53).
• Capturing email addresses from both potential members and visitors allows site owners to follow up with future offerings and services (00:38:00).

4. Why Will Members Keep Paying? (00:38:24)

• Maintaining active membership depends on understanding the specific niche, the target audience, and the methods used to provide value. (00:38:24)
• For business directories, consistently delivering leads is a primary way to ensure members remain satisfied and continue their subscriptions. (00:38:44)
• Providing helpful resources, information, and opportunities for community connection are effective strategies for member retention. (00:38:57)
• Maintaining regular contact through emails and newsletters is essential, as is ensuring the initial onboarding process is simple and easy for new members. (00:39:11)
• Every email sent to members, including standard default notifications like welcome messages or lead alerts, should be used as an opportunity to provide additional value and encourage users to return to the website. (00:39:57)
• Creating ongoing experiences, whether online or offline, such as through Facebook groups or YouTube live streams, helps keep members engaged. (00:40:17)
• The ultimate goal is to help members achieve consistent wins by providing useful content and resources that maintain the value of the membership month after month. (00:40:34)
• Tools like BD Butler can be used to identify dormant members, such as those who have not logged in or created posts within a specific timeframe. (00:41:12)
• Proactive outreach to inactive members—such as through personal check-ins, spotlight articles, or newsletters—can help re-engage them with the site. (00:41:40)
• When interacting with members, it is beneficial to encourage them to invite friends or colleagues who might also benefit from the membership. (00:41:53)
• Strategies for retention can also involve focusing on the most active members by providing them with extra attention and appreciation to reward their ongoing participation. (00:42:36)

5. Let Happy Members Help You Grow (00:42:51)

• The growth strategy for a membership website functions as a flywheel, where identifying target members, attracting them to the site, solving their problems, and providing consistent value leads to a base of happy, active members (00:42:51).
• Happy members serve as a valuable resource for generating social proof, which encourages new users to join by demonstrating that others are benefiting from the platform (00:43:22).
• Website owners can leverage member success by collecting reviews and testimonials to publish as case studies (00:43:30).
• Member achievements can be spotlighted through published website posts, email newsletters, and social media channels (00:43:49).
• Members can act as advocates by referring friends, family, and colleagues to the website, potentially supported by referral incentives that provide additional benefits to the referring member (00:43:57).
• To facilitate sharing, website owners should create simple, easy-to-understand landing pages, such as a dedicated "join" page, that clearly explain the value of the site to specific users (00:44:15).
• The overall objective is to convert happy members into public proof, which then attracts new members and creates a self-reinforcing cycle of growth (00:44:44).
• This process is described as a long-term strategy, comparable to rolling a snowball down a hill, where consistent execution of these steps causes the community to grow over time (00:44:51).
• Tools like BD Butler can be used to automate the creation of newsletters that highlight member successes and encourage existing members to share the site with others (00:45:08).
• When creating newsletters, owners can provide specific instructions to AI tools, such as including profile photos and links to new members, to foster a sense of community and collective effort toward growth milestones (00:46:36).
• Members can be encouraged to share a website with others who might benefit from the content, fostering a sense of community involvement (00:47:33).
• Setting and sharing specific growth goals, such as reaching 10,000 members, can help rally the community around a site's objectives (00:47:42).
• New or small websites do not need to hide their size, as they can still effectively communicate a "mighty goal" and the purpose of the community they serve (00:47:54).
• Newsletters can feature member profile images that link directly to their respective profile pages (00:48:16).
• BD Butler can be utilized to automate the inclusion of specific content in newsletters, such as recent events or events filtered by geographic location (00:48:31).
• Targeted communication is possible by sending specific event information only to members located in relevant areas (00:48:44).
• Newsletters can be configured to include social media links at the bottom (00:48:51).
• When displaying member profiles in a newsletter, a "stacked alternating" layout can be used to avoid the cramped appearance of side-by-side images (00:48:58).
• Implementing member spotlights and referral incentives are effective strategies for turning existing members into evangelists who promote the site (00:49:21).

Be Honest: Where’s the Weak Spot? (00:49:34)

• Membership website owners should focus on identifying reliable methods to reach their target audience so potential members are aware of the site (00:49:50).
• It is essential to clearly communicate the value proposition and the specific problem the website solves for its members (00:49:57).
• Pricing structures should be kept simple to reduce friction for potential members (00:50:04).
• Once members have joined, the focus should shift to retaining them by providing consistent value and encouraging them to help grow the community (00:50:11).
• Website owners do not need to address all aspects of growth at once; instead, they should break the process into small, manageable pieces (00:50:25).
• For existing sites, it is recommended to identify one area for improvement and dedicate a few hours each week to working on it (00:50:31).
• The growth process should be viewed as a flywheel that is revisited periodically to identify further improvements (00:50:41).
• Feedback should be gathered from members, or from friends, family, and co-workers for new sites, to ensure the website's purpose and offerings are clearly understood (00:50:54).
• Long-term success and growth are built through consistency, even if the site is managed on a part-time basis (00:51:12).
• Improving conversion rates involves using effective messaging and offerings that strike an emotional chord with visitors (00:51:41).
• Happy members can become evangelists for the site, creating a reciprocal relationship where promoting them leads to them promoting the website in return (00:52:00).

Can BD Butler be added to the left admin menu? (00:52:43)

• Development is currently underway to allow BD Butler to be placed anywhere within the admin area of the website (00:52:43).
• Users will eventually be able to access BD Butler by toggling a button to have the tool available by their side (00:52:49).
• The release of this feature is expected to occur either within the current month or the following month, with the latter being the more likely timeframe (00:52:55).
• Plans are in place to make BD Butler accessible on the front end of the website for administrators who are viewing the public-facing side of their site (00:53:01).
• This front-end integration will allow administrators to instruct BD Butler to perform amendments and changes to the site as needed (00:53:07).
• The development team is actively moving toward these goals for the platform (00:53:13).

How to add a custom button to business profiles that links to DoorDash or another service (00:53:16)

• A user named Zaki inquired about adding a custom button to a business profile page, specifically positioned next to the "write a review" button, to link directly to services like DoorDash (00:53:16).
• By default, business profile pages include three buttons: "write a review," "send message," and "see phone number" (00:53:56).
• Customizing these buttons involves modifying the website's code and templates, a process that can be facilitated by using the BD Butler tool on the front end of the site (00:54:30).
• To replace an existing button, such as the "send message" button, a user can instruct BD Butler to display a member's website URL instead, configured to open in a new tab with custom text like "visit my website" (00:55:10).
• Alternatively, instead of replacing an existing button, a user can instruct BD Butler to add a secondary or stacked button underneath the current options to accommodate links for services like booking meetings or social media profiles (00:56:23).
• The BD Butler interface includes fail-safe features, such as the ability to undo changes using a control-Z command or by reverting to previous revisions if the code modification does not produce the desired result (00:56:45).