1. Have a Poor Content Strategy

Expired Content

What happens when website visitors run come to your site and find and information that is expired and/or irrelevant? They leave. However, more importantly, typically they won’t come back.

Useless Content

What happens when website visitors run come to your site and can’t find what they’re looking for? They leave. And, once again, they typically won’t come back. Utilize analytics software (Google Analytics) to track what information is not utilized whatsoever. Remove it. Place your most popular content easily accessible on the homepage. This includes service times, the church address and phone number, and driving directions to the church.

Content that’s not written for the Web

Copy for your website should be short, scannable and to the point (not full of “church-ese”). People do not “read” on the internet, they quickly scan the site to find what they are looking for.

2. Fail to Use the Correct Perspective

Many church websites fail to consider their audience. Instead of organizing and displaying information from a user’s perspective, they design navigation and copy from an organizational perspective. Keep in mind, a new visitor will not know that “Crave” is your high school ministry. Don’t create navigation for “Crave”. Do create navigation for “Students” or “High School”.
Remember: You are not your audience. You don’t see things the way they do. They only way to be sure you are hitting your mark is to evaluate (use Google Analytics) and ask your audience directly (usability studies).

• Existing Members
• Potential Visitors
• Staff (Volunteer & Paid)

3. Fail to Understand What Your Audience Wants

Why does your church need a website? Structure your website content to fit the budget and needs of your audience.

Existing Members

Ministry information, Events and Registration, Sermon Video and Podcasts, Small Groups, Social Networking, Staff Contact Information, Additional Interactive Content

Potential Visitors

Service Times, Campus Map, Driving Directions, “The Experience” (What to Expect), Contact Information, Statement of Beliefs

Staff (Volunteer & Paid)

Staff Contact Information, Scheduling, Ministry Support & Resources

4. Lack of Vision

A website is not organic. It doesn’t grow and flourish with time and fertile soil. It is a machine that requires constant fuel from an external source. Your website should have a clearly defined project team with outlined (read: written and formal) responsibilities and a structured content delivery schedule of when items are due.
Depending on the size and scope your website, a review should be conducted monthly, quarterly, or annually to evaluate the effectiveness of the current design, technology implementation, and content and to set a forward moving plan for the following year.

5. Utilizing Free Help

Sometimes free help costs more than hiring the right professionals. Considering the weight and urgency of the message that we are entrusted with, not investing in quality communication strategy seems unwise.

6. Not Utilizing Free Help

Yes, I realize what that this is contradicting the previous point. However, nobody’s budget is big enough to complete the amount of work it takes to effectively get everything done. Utilize professionals in the church to develop code for new applications. Create a volunteer team of designers to design graphics for sermons and ministry events. Utilize at-home moms to answer email requests and moderate forums.

However, the key to all this is to establish clear strategy and brand management. Without a clear organization structure and accountability your website will quickly turn into a disjointed patchwork quilt.

7. Fail to Use the Right Technology

Does your site navigation rely exclusively on Flash technology? Mobile phones won’t be able to view it. Does your website framework take too long to load? Are your website pages inaccessible to search engines? Are you viewing your website only on Internet Explorer? Many people are utilizing different OS and browsing software options. Checking your site on multiple browsers and verifying compatibly is no longer an option, it is a must!