It’s just just new members either, but existing ones want to know they’re a part of something exciting, something that ranks highly. Something prestigious.
The “meta tags” in your site’s code are really important here. There’s a science behind it of course, but it’s something you want an expert like myself to help you with. They’re small pieces of code that search engines read to get a better ides of what your site is about, and what keywords it should look for.
However, here’s one of the tricks of the trade you can use yourself. This tool gives you feedback and advice regarding your meta data, helpfully colour coded for people who don’t want to worry about interpreting too much of it.
My favourite metric it returns is to check how relevant your keywords are to your content. This is an absolute must, and something to look at for all your pages.
It’s a bit technical, but the colour coding helps.
Mind you, so can I.