Association Websites Webinar Deck

How AI Is Transforming
Association Websites

Tues, October 6|10:00 to 10:45am ET
How do we evolve our website to best meet member needs?Start exploring
Can your members find the answer?

Today

Your website
Your association
How do I register for the annual meeting?Search

About 240 results

Last year's meeting2026 Annual Meeting: Register todayyourassociation.org › meetings › 2026-annual-meeting

Early-bird rates end March 13, 2026. Save your spot in Denver.

Annual Meeting 2025 recap and recordingsyourassociation.org › news › annual-meeting-2025-recap

Relive the keynotes and sessions from last year's meeting.

Annual Meeting of Members: bylaws and votingyourassociation.org › governance › annual-meeting

The annual business meeting of members elects the board and…

Deadline passedCall for proposals: Annual Meeting (PDF)yourassociation.org › files › cfp-annual-meeting-2026.pdf

Submission deadline: September 30, 2025.

With an AI Advisor, available now

Your website
AI Advisor
How do I register for the annual meeting?
Registration is open for the 2027 Annual Meeting, May 18 to 20 in Chicago. Early-bird rates run through March 31.Register for the 2027 Annual MeetingSource: 2027 Annual Meeting registration page

Members will get an answer. Make sure it's the right answer.

Welcome
Dan Scheeler, CAEChief Operating OfficerResults Direct | RD Mobile
Steve RussellSolutions ConsultantResults Direct | RD Mobile
Cecilia SatovichCROResults Direct | RD Mobile
What you'll leave with today

Ideas and best practices for:

Empowering members to find answers and relevant content faster

Ensuring your content is findable through AEO and GEO

Creating a governance structure that supports AI findability

Transforming member experience with an AI Advisor

How AI has changed things

Members still have questions. They're just asking somewhere else.

SEO alone isn't enough

2.5Bmonthly users of Google AI Overviews

Audiences pulled elsewhere

42%of US adults search with AI chatbots

Limited website search

240results for one simple member question

Sources: Google, I/O 2026. Pew Research Center, February 2026 survey of 5,119 US adults.

Search without the click
Google AI Mode
Google AI Mode answering a question about how many searches end without a website visit, with its sources cited inline

We asked Google. It answered on the spot, with sources. No click needed.

68%of US Google searches ended without a click to any website
202460%
202668%
Informational searches are hit hardest. That is most of what association websites publish.

Source: SparkToro and Similarweb clickstream data, US Google searches, January to April 2026 (2024 figure from Datos). Screenshot: Google AI Mode, October 2026.

If you're not the source, someone else is. Be the expert source.

Asked“What should a performance improvement plan include?”“What does a performance review include?”

Expert not cited

ChatGPT answering what a performance improvement plan should include, citing aihr.com
Cited sourceaihr.com
Google AI Overview answering what a performance review includes, citing Personio, Indeed and Reddit
Cited sourceRedditr/careerguidance

SHRM is arguably the expert source here, but it wasn't cited. ChatGPT cited an HR training company; Google's answer to a similar question cited Reddit.

Asked“How do I apply to medical school?”

Expert cited

Google AI Overview
Google AI Overview answering how to apply to medical school, citing AACOM and its AACOMAS application service
Cited sourceAACOMApply to Medical School

Our client AACOM is cited for its own application service, AACOMAS. The answer names them.

Screenshots: ChatGPT and Google, October 2026.

From browsing to asking
1Home
2Membership
3Join and renew
4Renewal forms
5Renewal form 2024 (PDF)
1 · Browse

Menus

Great when members know where to look.

Members must know your structureGets deeper as content grows
renew membershipSearch
About 240 results
Renew onlineyourassociation.org › membership › renew
Renewal form 2024 (PDF)yourassociation.org › files › renewal-2024.pdf
Member renewal rates 2023yourassociation.org › news › 2023-rates
2 · Search

Site search

Finds pages that match their words.

A list to sort through, not an answerCan't tell current from outdated
AI Advisor
How do I renew my membership?
Renew online in about two minutes from your account page.Renew nowSource: How to renew your membership (FAQ)
3 · Ask Next step

AI Advisor

Answers the question from your current content.

The answer, the source and the next step
FIND IT MYSELFMember expectationsJUST ANSWER ME
Step 1 · Understanding User Needs to Improve Existing Website Content/Identify Gaps

Start with their questions

Analytics

Google Analytics, Looker Studio

Search and support logs

Site search, help desk, chat

Direct member feedback

Decide what belongs

Rank the questions members ask most

OutcomeYour top member questions, ranked
Step 2 · AI Readiness for AEO, GEO

SEO to AEO to GEO

SEO

Get the click

Search Engine Optimization

AEO

Be the answer

Answer Engine Optimization

GEO

Be the source

Generative Engine Optimization

Step 2 · AI Readiness for AEO, GEO

What AI looks for

Answer first
One topic per page, in members' words
Dates and owners visible
HTML over PDF for anything you want cited
Label events, courses and FAQs with structured data
Don't block AI search crawlers
Step 2 · AI Readiness for AEO, GEO

What AI can read

Plain text

<p>Join us in Chicago May 18 to 20 for our 2027 Annual Meeting! Early-bird rates end March 31.</p>

Labeled for AI (simplified)

<Event> <name>2027 Annual Meeting</name> <startDate>2027-05-18</startDate> <endDate>2027-05-20</endDate> <location>Chicago, IL</location> </Event>
Step 3 · Creating a Content Governance Structure for AI-Enabled Website

Outdated content, confident wrong answers

Your website
AI Advisor
How do I register for the annual meeting?
Registration is open for the Annual Meeting in Denver. Early-bird rates end March 13.Source: 2025 Annual Meeting page

!Last year's page, still live.

Every item has an owner

Every item has a review date

Every item is labeled

OutcomeAnswers don't reflect out of date content
Step 4 · Implementing the Right AI Advisor

Be the trusted source on your site

So far

Found and cited as part of AI searches on other sites (Google, ChatGPT, etc.)

Available now: your next step

The right AI Advisor

  • Cited answers from your PDFs, images and video
  • See what members ask
  • You control the answers
OutcomesFewer "where do I find" callsSee what members actually askMember self-service 24/7
Key takeaways

Members ask AI first. Make sure the answer comes from you.

1User Needs

Start with the questions members actually ask, and fill the gaps.

2AI Readiness: AEO, GEO

Be the expert source AI cites: clear, current, labeled content.

3Content Governance

Establish a framework and plan to keep your content AI relevant.

4The Right AI Advisor

Answer members on your own site, 24/7, from content your members trust.

Members will get an answer. Make sure it's the right one, and that it's yours.

Here's how Results Direct can help:

Initial Consultation

Start with a conversation.

  • Your goals and challenges
  • Your ideas so far
  • Initial guidance

AEO/GEO Audit

Planning a redesign? Start here.

  • Your goals and key questions
  • A review of your content and structure
  • Recommendations and an estimate

AI Pilot Program

$4,500 for 90 days
  • AI Advisor for members and the public based on your content
  • Website implementation
  • Setup, configuration and support
CONTACT US
resultsdirect.com