2×2 visits churches and before our visits we do a little research beginning with visiting church web sites. We’ve seen many very poor web sites and a few clean and sleek designs. Frankly, even the best church web sites are missing opportunities made available by today’s technology. Here are the top ten mistakes churches make in their web-based ministries.

1. It’s all about them.

Most church web sites give internet users no reason to visit them unless they are planning a visit. There is nothing that reveals that the congregation is interested in anyone but their own ministry. Of course, web sites need to provide basic information such as location and service times. However, such an approach will not help people find you. Church web sites should focus on a broader audience and how they can serve them.

2. There is very little meaningful content.

There are still many “seekers” in the world but they are not traveling from church service to church service trying to find God. They are sitting at home and surfing for messages that resonate and add meaning to their spiritual lives. Congregations, here’s your chance! Offer helpful content that addresses popular topics from a spiritual point of view. Interest in joining your community of faith will grow if viewers know you are interested in them BEFORE they venture a visit. (Feel free to use content from 2×2. Just give us a link or a “like”!)

3. Church web sites fail to see themselves as part of community.

Failure to realize the potential to interconnect is not only a failure of congregational web sites but also of web sites of regional bodies. We’ve seen congregational web sites that link to the regional body and to a national denominational body but rarely beyond that. The linking power of the web should have them supporting dozens (or more) community initiatives. This would demonstrate that a church can practice what it preaches, caring and serving people who are not directly connected to them. And remember . . . “community” is no longer limited by geography.

4. Churches often fail to maintain their sites.

Visitors are looking at photos of flea markets and Christmas plays that happened five years ago.  Of the 30 congregations we visited in the last year, ten percent had wrong service times posted on their site. Many open with Easter or Christmas messages that are months or even years old. One church web site we visited had only one message from its pastor who wrote complaining about poor summer attendance. It was dated two years prior. (Think about how that looks to a first-time visitor!)

5. Church web sites fail to adapt their message to the media.

This is a broad topic in itself. Here’s just one example. Many church web sites reprint sermons just as they were delivered. They would probably be more effective if they were broken up or shortened for an online audience. A summary with key “takeaways” and perhaps a link or two to other online resources would make the message more effective in this new medium. Video is also a powerful online tool that is rarely used by congregations. A 90-second video summary of the sermon would probably inspire readership and communicate personality of a pastor and congregation.

6. Congregations are not integrating powerful Social Media tools.

They have a web site, but are they working the site? Do they have a blog? (85% of internet users find blogs before they find web sites.) Are they connecting to Facebook? Are they using Twitter to create a following? Is their congregation and staff on LinkedIn? These are the Big 4 of Social Media but there are many more tools that could extend the reach of your congregation’s ministry.

7. Congregations fail to use the internet to collect information.

Most congregations publish data such as worship attendance … even such statistics as how many people communed. Those statistics are fairly meaningless in today’s world. You don’t know how many of the few people in church are paying attention to the things you may want them to pay attention to. Internet statistics are much more focussed. If you encourage your existing members to visit your website regularly you can learn about them. You can reach 100s more people every week and know what they find interesting. You don’t have to guess! Learn about your community through polls and surveys. Incorporate Calls to Action (offers that visitors will want to download). The evangelism potential is enormous.

8. Congregational web sites fail to create a “voice.”

Readers are looking for sites with personality. This may start with pastoral voice, but  the personality of your congregation must shine as well.

9. Congregations fail to recognize that their audience is the world.

A congregation’s major interest is their neighborhood. But remember, anyone can eavesdrop, so include the world in your thinking. This has the potential of changing and broadening your congregation’s sense of mission and service.

10. Congregations fail to realize the mission potential of their web sites.

The internet is the most powerful evangelism tool the church is not using.