How to transform an EU association’s website into a modern communication tool: Insights from the EUMEPS project

Today’s fast-paced digital world has transformed websites from mere information repositories into powerful communication tools for European associations. These sites now play a crucial role in engaging stakeholders, building credibility, and amplifying critical messages. Our recent collaboration with EUMEPS (European Manufacturers of Expanded Polystyrene) demonstrated how a strategic approach to website communication can elevate an association’s ability to connect with its audiences effectively.

Putting the audience first

A modern communication tool begins with understanding the audience. For EUMEPS, this meant addressing the needs of a diverse group, from industry professionals and EU policymakers to the general public. Each audience has different expectations, so we worked closely with the EUMEPS team to ensure that the website spoke clearly to them.

The language, tone, and structure were carefully crafted to engage:

• Industry members needed detailed updates and technical insights.

• Policymakers were looking for easy-to-digest information on polystyrene’s regulatory and sustainability impact.

• The general public might need simple explanations and reassurance about the environmental aspects of the products.

By segmenting the messaging, the website facilitated meaningful communication with all stakeholders

Storytelling through content

A core principle of modern communication is storytelling. People connect better with narratives than with raw facts. In the EUMEPS project, we focused on weaving a straightforward story throughout the website: the story of EPS as a sustainable, innovative material that plays a crucial role in many industries.

Each section of the website told a part of this story:

• Sustainability was central to the narrative, helping EUMEPS communicate its commitment to environmentally responsible practices.

• Innovation was emphasised through examples and case studies, showing how the industry is constantly evolving.

• Community Impact highlighted the positive role of EPS in everyday life, making the association’s work more relatable to the average visitor.

This approach made the website engaging, giving visitors a reason to care about what EUMEPS does, not just what it stands for.

Clear and consistent messaging

Consistency is vital in any communication strategy. The EUMEPS website was carefully designed to ensure consistency across all sections. Whether users visited the sustainability pages, read about industry updates, or explored technical documents, the overarching message was clear: EUMEPS is committed to innovation and sustainability.

We worked with the EUMEPS team to create content that reinforced these messages without overwhelming the audience with technical jargon.

This clear and accessible communication ensured that even complex information was easily understood, essential when addressing experts and the general public.

Building trust and authority

For any association, building trust with its audience is critical. A modern website should not only inform but also enhance credibility. The EUMEPS website did this by featuring:

• Thought leadership: Through expert insights, articles, and updates, the site demonstrated that EUMEPS is at the forefront of industry innovation and sustainability discussions.

• Transparent information: By being open about the challenges and progress in the EPS industry, EUMEPS reinforced its commitment to transparency, an essential factor in building trust with policymakers and the public.

• Real-life examples: Highlighting case studies and success stories helped humanise the association’s work, showing tangible results and real-world applications.

These elements contributed to building a relationship of trust and authority, essential for influencing policymakers and reassuring the public.

Engagement, not just information

One of the most significant shifts in digital communication is moving away from simply providing information to actively engaging the audience. The EUMEPS website encouraged engagement through:

• Clear calls to action: Every page was designed with engagement in mind, whether it invited users to learn more about membership benefits or encouraged them to contact the association.

• Regular updates: A dynamic news section kept the content fresh, giving users a reason to return to the site. Frequent updates about industry developments, regulations, and EUMEPS initiatives fostered an ongoing dialogue with their audience.

• Interactive elements: Beyond static text, we worked on integrating interactive elements that encourage users to dive deeper into the content, such as infographics and embedded videos.

This interactive and engaging approach turned the website from a passive information portal into an active communication channel, essential for maintaining relevance and connection in the digital age.

Strategic communication beyond the website

A website can no longer stand alone as the only communication channel. For EUMEPS, it became part of a broader communication ecosystem. The website was linked to their social media platforms, newsletters, and external campaigns, creating a multichannel approach that maximised the reach of their messages.

By positioning the website as the central hub, all other communication activities—whether on X, LinkedIn, or email—pointed back to the site. This integrated strategy ensured consistency across platforms and made it easy for users to find deeper information or engage directly with the association.

Conclusion: turning a website into a communication powerhouse

The transformation of the EUMEPS website illustrates how a well-executed digital strategy can turn a standard website into a powerful communication tool.

We created a platform beyond sharing information by focusing on audience engagement, storytelling, clear messaging, and building trust—connecting, engaging, and influencing.

At #inextremis, a modern website should be the cornerstone of an association’s communication strategy.

Our collaboration with EUMEPS is a prime example of how thoughtful design and strategic content creation can drive meaningful interactions and help associations achieve their goals.

If your association is ready to move to a more modern, engaging communication platform, let’s talk.

Together, we can transform your website into a powerful tool that amplifies your message and strengthens your connection with your audience.