What kind of content should congregations include on their web site?

Social media rules the internet and content is king!

There is untold power in using social media, but churches tend to lose interest in using the power at their fingertips.

Take some time to review typical church websites. Big church, small churches . . . they are all pretty much the same. They provide little more than basic information. They are called “brochure” web sites.

Typically, the opening page lists worship times and has a few photos of the church on Easter or Christmas.

Fancier church websites run some javascript and have photos fading in and out. Happy kids. Happy families. Choirs. Activities.

The links from the home page point to bios on clergy and staff and lists of programs offered by the church.

Somewhere there might be a nod to a mission statement or a Bible verse or two.

Job done. “We’re on the internet.”

This type of website may do no harm, but it doesn’t help a church stand out. Your members will take a look now and then. But the community and the unchurched are unlikely to ever stumble upon your church web site unless they are newcomers planning to spend a few Sundays church-shopping.

Your web site can be so much more!

But how? Where to you start?

The “brochure” web site is a start. But as soon as you can, attach a blog to it. It can be part of the same web address or it can be separate.

The blog has many advantages. It is easy to update. You won’t need to outsource this. The content you create for the church blog, will reflect your congregation’s personality. You might even find that the discipline of blogging will shape your congregation’s mission.

1. Filter the jargon. Don’t assume that your audience knows about church.
2. Show that you are part of your community. Include articles about secular organizations that share your mission. Link to their sites. Advertise events at the public library, local schools and parks. If  your members are active in a local charity, ask them to write about their involvement. True, the focus is not the church, but the church will have positioned itself as being a spiritual hub in a vibrant community. Newcomers looking to learn about all sorts of things in your neighborhood will find your website — even when they weren’t looking for a church.
3. Have multiple voices. This is tough for churches. Church is accustomed to the pastor being the voice of the whole congregation. This was once a necessity—back when clergy were the only educated people in town. That is long ago, indeed. Have your pastor introduce other contributors, so there is a sense of teamwork and shared authority. The world expects this in the secular world and the unchurched are likely to find it welcoming in the religious world. Don’t exclude youth. They understand the power of the web.
4. Feed your lambs. Provide some spiritual food. The temptation is to reprint the sermon. There is nothing wrong with this — except it is not likely to be effective. One sentence excerpts from a sermon would be more effective. You might even ask your congregation to tweet a thought from the sanctuary as the sermon is being delivered! One-minute videos (easily produced with a smartphone) would also be good. Present this content so that it can be tweeted or shared on multiple social media channels.
5. Revamp the newsletter. Another temptation is to post a 16-page PDF of the congregation’s newsletter. This creates a barrier. Readers will think twice before down-loading the PDF. Only members are likely to do this. Pull the articles out of the newsletter and feature them as posts. You might find you have no need for a newsletter!
6. Serve. Provide links to organizations that can help troubled people. Does your church support a food pantry or shelter for homeless or abused people?  Do you know of senior centers, day cares or counseling or support groups? Post that information on your web site. The organizations do not have to be church-sponsored or religiously affiliated. People looking for help don’t care about that. They might remember where they found help . . . and tell others. (It’s a good idea to ask permission. That step creates a contact for you with your neighborhood. Make friends. They might link to you!)
7. Teach. The Sunday School is all but dead. But people still have an interest in understanding their faith. Have a monthly theme and post something small about that theme each day. The modern attention span is short. A paragraph or two is sufficient. Done well, these snippets might lead to a live event where you can meet people.
8. Curate. Link your readers to interesting photos, articles or videos you find online. Have them open in a separate window so your readers don’t lose you. You will be not only sharing the Good News but you’ll draw some search engine traffic.
9. Help other churches. What? Isn’t that self-defeating? No! It’s called goodwill. Don’t be afraid to tell your readers about interesting things going on in other churches. They just may reciprocate.

photo credit: Lawrence OP via photopin cc