Don’t overlook your website as a valuable tool for increasing your overall member engagement. Also: Why rewarding top contributors in your communities could backfire.

Almost all associations are interested in keeping their members engaged. After all, high engagement means greater retention.

One of the best ways to increase member engagement is through your website. A blog post from digital agency Pedalo shares a few ways to use your website to keep members invested and involved.

First, make sure that your website is telling your organization’s story in a powerful and evocative way. “Engagement begins with emotion, and your story should evoke the right emotion within your membership base,” says the post. “It should be easy for them to identify with the narrative and feel a part of it.” This story should be delivered right on your homepage.

A solid content strategy is another great way to increase member engagement. One reason your members joined your group in the first place is to receive expert content they can’t get elsewhere. Create content in different formats—including webinars, podcasts, infographics, videos, and more—and be sure it is easily accessible on your site, including through search and content-distribution channels like emails and social media.

The post also recommends building an online community, using your site as an onboarding tool for new members, and encouraging interaction between staff and members.