MPGA’s website had remained unchanged for several years, creating opportunities for improvement. Enhancing navigation for both members and consumers, as well as more clearly showcasing the value of membership, became key priorities.

Additionally, the manual membership sign-up process required significant administrative work, frustrating both new members and the association’s staff. Another key challenge was ensuring the new site could serve two distinct audiences – plumbers seeking membership and consumers searching for qualified plumbers. The new website needed to be user-friendly and effectively convey the association’s benefits to both audiences, while automating the membership process to save time and effort.

MPGA partnered with Clue to transform its website and content strategy, ensuring it better served members, sponsors, and the broader plumbing industry in Western Australia. Through deep engagement – including attending events, training sessions, and consulting with the executive committee, Clue gained valuable insights from members, non-members, sponsors, and associate members. This research informed the development of customer personas and journey maps, revealing key opportunities to enhance membership engagement and loyalty.

A major takeaway was the need to clearly communicate the benefits of membership while making information easier to find. To address this, Clue refined the website’s structure and introduced a mega menu, streamlining access to essential resources, services, and membership benefits. Clear, concise messaging was crafted to highlight the association’s role in fostering partnerships, networking opportunities, trade days, and exclusive benefits like Toyota discounts, reinforcing MPGA’s value to the industry. Clue also automated the previously manual membership sign-up process, enabling online registration and payments with flexible yearly and bi-yearly options, significantly reducing administrative workload.

A key addition was the “find a plumber” tool, helping the public connect with accredited members and positioning Master Plumbers as trusted professionals. The members-only area was also redesigned to offer exclusive legal documents, business templates, guides, and newsletters, ensuring ongoing support. Visually, Clue replaced outdated graphics with real imagery from Western Australian plumbing organisations, incorporating the brand’s signature blue to create a professional yet approachable look. This comprehensive overhaul positioned MPGA as a modern, forward-thinking organisation dedicated to supporting both plumbers and consumers.