Texas Society of Anesthesiologists. A membership site that also has to face the public.
TSA represents physician anesthesiologists across Texas. Its website carries three jobs at once: serving members who log in, recruiting the ones who have not joined, and answering questions from patients about anesthesia care.
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The organization
A professional society with three audiences
The Texas Society of Anesthesiologists is a state professional association for physician anesthesiologists, with advocacy, education and member-resource functions. Its site states that it represents roughly 3,800 physician anesthesiologists across Texas.
That produces an unusual content problem. Members arrive to log in, renew, register for education or find governance information. Prospective members arrive to work out whether joining is worth it. And patients — people about to have surgery, parents planning a childbirth, families arranging care for an older relative — arrive with questions that have nothing to do with membership at all.
Most association sites are built for the first audience and treat the other two as an afterthought. On a site with a public-education mandate, that is a design failure rather than a prioritisation.
The requirements
What a site like this has to get right
These are the demands the content structure has to satisfy simultaneously.
The approach
Separate the audiences, share the system
The workable pattern for a site like this is to keep one system and three clearly separated entry paths, rather than one navigation that tries to serve everybody in the same order. Members get a direct route to login and renewal. Prospects get a route that leads with the value of membership. Patients get plain-language content that never requires them to understand the association's internal structure.
Underneath, the member record stays in the system of record rather than being duplicated by the website — the boundary decision that determines whether a membership site remains maintainable. We cover that in more depth on association and membership website design and in our guide to member portals that reduce renewal churn.
The patient-facing material is the part most associations underrate. It is frequently the most-visited content on the site and the least maintained, and it is where plain language does the most work.
Results
What we publish, and what we do not
We do not publish traffic, conversion or revenue figures for client work without the client's agreement, and we do not publish estimates dressed as measurements. Where an organization is happy for its numbers to be shared, we say so on the page.
If you are evaluating us for a similar project and want performance detail, ask during the procurement and we will provide what the client has agreed we can share, along with a reference you can call. That is more useful in an evaluation than a percentage on a marketing page — and it is the standard we apply to judging anyone else's proposal too.
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