In my previous post I detailed five items that every church website should have. In this list, as well as the list from last week, ask yourself this question: What could we do with our website to intentionally give visitors a bad impression and/or drive them away? It’s the same as asking “what can we do to get them here and make them feel welcome”. But in answering the first question – what could you do to drive them away – you may find you’re doing many of the answers already (bad or non-existent directional signage, no one to welcome guests at the door, confusing ‘church’ language).
But today’s focus is on saving you time, time that I have spent on things that, quite frankly, just didn’t need my attention. At several times as a volunteer and as an art director on a church staff I poured time into a website only to check stats after two years and find that most pages had been viewed only a handful of times. My next goal was research to find out what people did want to see on our sites. My conclusion was that I could consolidate and provide what people really needed – instead of what I wanted them to need – and devote extra time to them, instead.
1. Out of date ministry information.
If there is a need to put all of your organization’s ministry information on your website, consider only a one-page summary of them all instead of full details. Full details or a page for each and every aspect of your church is overwhelming to the visitor, means a lot of extra work for you, and (chances are) the pages will be out of date quickly.
And you do not want an out-of-date website. It gives the wrong impression, especially to visitors (those most likely to visit your site). Provide a synopsis of your ministries. Cast the vision, not the details.
2. Poor photos of the leadership.
If a picture is worth a thousand words then a poor photo of the leadership is worth going elsewhere. Yes, that is shallow of me to say and for others to believe. We want to stay away from branding the church or projecting a picture of ourselves that is not true.
However, good quality cameras are everywhere. If you don’t have one there is likely someone at your congregation with a good DSLR that will gladly volunteer an hour or so to photograph the staff and leadership. You’re not after directory photos. Just be yourself. (Example)
Again, you’re not trying to pretend, and you’re not trying to lure visitors with your photos. This is simply an easy thing to improve upon these days, and everything churches create should be with excellence because of the One for whom you are creating.
The acceptable alternative: no photos.
3. Don’t tell me what will happen to my kids.
People are nervous visiting a new church. Don’t add to the nervousness by making them guess what will happen with their children when they get there. Be kind, concise, and reassuring in how you detail the process of classes, the nursery, and other things.
4. Poor website design.
This one falls into general usability and is born out of research from various places. It’s always best to make things simple and accessible on the web. There is no real need for graphics with large file sizes, videos that don’t load, or poor design. If you simply cannot scale your graphics, don’t use them. If you cannot guarantee the video will load on my laptop as well as my iPad, don’t use it (or just use YouTube, or just don’t use a video at all). If you don’t know how to design, find someone who does.
I’ll say again: you’re not trying to brand yourself or be more of a business than a church. I know this stuff sounds shallow. A cynical generation is visiting your website, however, and it’s best to remove barriers, especially those that are simple to solve…even with help.
You don’t have to operate the next mega-church website. Keep it simple and communicate clearly so you can remove barriers to building the relationships that matter. We are made for relationships and the digital culture can easily discourage healthy ones. As a volunteer or staff member at your church, we need you more than the website. You have the ability to be efficient, concise, and professional with your site and then have more time to give people what they really need. You.
I’ve spent the past 15 years in the world of non-profit and church print, web and all-around art direction. But that doesn’t make me the expert. You’ve got thoughts, too. Got an idea for a blog article? Send it in and I’ll see what thoughts I can throw out for discussion. Have a comment of your own? Post below!