Church Web Strategy 101: Marketers Dream
Yesterday I talked about the classified model of web strategy. These pages are the entry method into an online presence but unless you only have an older generation of church members you will struggle to effectively engage your audience from the website and frustrate the younger generation. Today I will look at what I call “the marketing model of web strategy”.
Tip: find the teenager in your church who is frustrated with your website and empower them to improve your online presence.
The marketing model of online strategy is centred around helping people make the next step on the journey of engagement. If they have never attended church before, the next step may be coming to a weekend service. If they have been attending for a little while, the next step may be to connect with a small group. The mission statement for the communications team at Granger Community Church (Kem Meyer, author of Less Clutter. Less Noise.: Beyond Bulletins, Brochures and Bake Sales
You will notice that all of the content linked to on the home page is about taking a next step of some sort. The programs advertised in the scrolling banner are the weekend services, the locations, the news bulletin, midweek programs, childrens ministries and student ministries. In the sidebar is links to information for first time visitors, invitations to get connected or get involved. It is all about that next step.
Two other great examples of church websites that follow the marketing model are Hillsong Sydney and Saddleback:
Essentially these sites all have very similar structures. They try to be attractive and friendly to newcomers, and they change regularly as things happen in church life. In my opinion, the marketing model of websites should be the baseline for any church website in the 21st Century. Some statistics from Tim Schraeder’s notes on Drew Goodmanson’s presentation at Echo Conference last week:
- 30% of people who were new to the church said the website is where they learn about the church.
- 77% said the church website was very important in making the decision of whether they were going to visit your church or not.
So what is stopping you from putting the effort and resources behind a quality and active church website?
Advantages
- Attractive presentation creates good first impressions
- Great method of centralising church communications
- A place people can be proud to say “visit mychurch.org”
Disadvantages
- Can be expensive to setup
- Requires a long-term commitment for success
- Needs continual and active collaboration between ministry leaders and communications team
Oh, and for those of you who might say “this only works for megachurches”, take a look at the Church by the Bridge website.
What are your favourite church websites?
How is your church using their website to help people make the next step?
Next in the series: “Church Web Strategy 101: Online Community”