I recently read an article from Entrepreneur on strategies to increase conversion rates on a website. While it was intended for start-up companies trying to increase sales and build a customer base, it struck me that similar principles would be beneficial to churches as they try to help people take their next steps.
“While having a website is a step in the right direction, there are a few things most entrepreneurs may be missing that are affecting their conversion rates, online growth, and a genuine connection with their audience.” — Jess Catorc, Entrepreneur
By now, you’re likely driving people to your website to sign up for a small groups, learn more about volunteering, register for baptism at a special event, etc. (If you’re not, we need to have a whole different discussion.) Your website is also the first place the vast majority of new people will first engage with you. It’s rare any guest shows up to a service without having stalked you online a bit first.
So, from first steps to next steps, your website has the potential to help people along in their journey. If yours is like most I see, it could probably do this better.
In the article I read, the author gave a few suggestions for improving your website so it does a better job leading people to take the actions you are hoping they will take. Here are the ones I thought most applied to churches:
“Speak to one person.”
We are so afraid of alienating people. The fact is, whatever you do and say, you’re going to appeal to some people and not to others. Narrowing your focus to who you’re trying to reach doesn’t mean you reject anyone, it just means you speak the language of your primary customer. Write the copy on your website with that in mind.
“Invest in your photos.”
I see so many churches with bad photography or stock photography on their websites. High-quality photos of your environments, real people from your church and your staff go along way in helping people connect with you. Skip the staff headshots in front of a 1980’s portrait studio background. Make sure photos are not fuzzy or dark. Every photo communicates who you are.
“Be clear.”
Make the next steps you want people to take very clear, and don’t clutter up the homepage. Your design should make it obvious what’s most important. Also, watch the “insider” language.
Lastly, have someone on your team regularly monitor your website stats to look for trends and patterns. Are there important pages that get zero attention? Are people visiting key sections of the site but failing to take the action you expect? Analytics can tell you a lot about how effective your design and language are at connecting with people and motivating next steps.
Photo Credit: Jacob Sciacchitano
