So, you’ve decided to create a membership website—congrats! You’re now part of an exciting journey that involves endless to-do lists, caffeine dependency, and occasional imposter syndrome. But before you start worrying about content calendars or debating between Kajabi and Teachable, let’s focus on the one thing that will make or break your community membership site: your Big Promise.

What’s a Big Promise? (And Why Should You Care?)

The Big Promise is the golden nugget of truth that your members will hold onto. It’s the reason they’ll sign up, stay engaged, and rave about your membership site to others. In simple terms, it’s the clear, impactful result or transformation your members will experience after joining. If your great membership website was a blockbuster movie, the Big Promise would be the tagline on the poster that gets people excited.

Why is it so crucial? Without a Big Promise, your site is just a random collection of content that won’t inspire loyalty. With a strong Big Promise, your membership site becomes a results-driven hub that gives members exactly what they’re looking for. It ensures alignment between what you offer and what your members expect, eliminating confusion or unmet expectations.

Step-by-Step: How to Determine Your Big Promise

Step 1: Figure Out What You’re Actually Delivering (Hint: It’s Not “Content”)

This might sting: nobody cares about your content. They care about the results they’ll get from that content. Are they mastering a new skill? Reaching their fitness goals? Growing a business? Start by answering the question: "What specific transformation or result will my members achieve after joining?"

For example, if you’re building a community membership site for entrepreneurs, your Big Promise might be something like, “Helping entrepreneurs build a profitable business without burning out.” Clear, specific, and hard to argue with.

Step 2: Narrow It Down (Yes, Even More)

Don’t overpromise. While you might want to say your membership site will make people rich, famous, and 20 pounds lighter, it’s important to stay realistic. A broad Big Promise won’t resonate. Focus on a clear, achievable outcome. For instance, “Become an SEO expert in 60 days” is far more compelling than “Learn everything about digital marketing.”

Step 3: Put Yourself in Their Shoes

It’s not about you—it’s about them. What do your members need the most? What keeps them up at night, worrying? Picture your ideal member and consider their most significant problem. Your Big Promise should speak directly to that issue and offer a solution that feels life-changing.

Step 4: Make It Exciting (But Avoid the Sleaze)

Your Big Promise should be exciting but not overhyped. No one wants a boring promise like, “I’ll help you feel more organized.” But something like, “Get more done in 3 hours than most people do in a full day” is compelling. The key is to focus on transformation while avoiding miracle claims.

Step 5: Test It Out

Before you lock in your Big Promise, test it with a small group of ideal members. Does it resonate with them? Do they feel compelled to join your membership site immediately? Use this feedback to refine your Big Promise until it truly hits the mark.

Why the Big Promise Matters More Than Your Membership Platform

You can spend months figuring out the tech side of how to build a membership website, but if your Big Promise is weak, none of that matters. People join not for the bells and whistles but for the results they believe your membership site can deliver. A strong Big Promise is what turns visitors into loyal, paying members of your community membership site.

Your Big Promise also helps you stay focused. It acts as a guide when you’re deciding what to include in your program. Every time you create content or offer new features, ask yourself, “Does this support my Big Promise?”

Build a Membership Website That Delivers Real Value

When you’re creating a membership website, remember that your Big Promise is more than just a tagline—it’s the foundation of your success. It defines what sets your site apart and ensures your members get real value. So, take the time to craft a compelling, realistic, and exciting Big Promise. Once you’ve nailed that, the rest will fall into place.

FAQs

What is the most important step in how to create a membership website?
Crafting a compelling Big Promise that outlines the transformation or results members will achieve is key.
What makes great membership websites successful?
Great membership websites deliver on their Big Promise, creating a results-driven experience that keeps members engaged.
Can I build a membership site without technical skills?
Yes! Many platforms simplify how to build membership sites, but your focus should be on providing value through your Big Promise.
How do I create a community membership that stands out?
Ensure your community membership solves a clear problem for your target audience and delivers on a specific Big Promise.
Why should I focus on the Big Promise over content quantity?
A strong Big Promise guarantees that your members get real value, making content creation more purposeful and aligned with their goals.