Creating a Church Web Site Tutorial
Chapter 5: Going beyond the basics II: Content ideas for reaching newcomers

While some churches make the mistake of being overly ambitious, others make the other common mistake of leaving all of the Web site’s content up to one person. You don’t have one person write your entire church newsletter; neither should just one person develop everything on your Web site. Your church is undoubtedly a rich tapestry of ministry and mission, and one person may not have a good feel for the overall picture of the life of the church. Get numerous people involved and excited about this project: the pastor, the Christian Education director, the choir director, the deacons, the mission committee, the historian, the youth group. Ask them all to think about what they want the world to know about their particular slice of life at the church. If you get them involved early, they are more likely to feel invested in the Web site, and more likely to continue to contribute content for it later on.

Developing content for your site brings us once again back to our question of audience. Let’s assume you are trying to reach potential newcomers. Then what should you tell them? Try to answer questions they would have, such as:

What is worship like?
Many people searching for a church today do not have a church background. They may never have attended worship, or maybe haven’t seen the inside of a church since they attended a Roman Catholic Mass said in Latin. A good church Web site will de-mystify worship for them. Some churches do this by posting a sample worship bulletin, or some by posting the actual bulletin ahead of time each week. Others may give a written description of what to expect.

North Church in Amherst explains, with flair, what the service is like.

No matter what you do, remember to speak in plain language. Your visitor probably doesn't know what a doxology is. She might be afraid she is not welcome if she doesn't know The Lord’s Prayer. He may be unsure of whether he can join in communion or whether he has to put money in the collection plate. Try to answer these questions. And think about posting photos from worship; not only will this help de-mystify the service, it will even clue the visitor in as to what is considered proper attire!

What is available for my child?
As we all know, newcomers are often families with young children. They will want to know before visiting what to expect: should the child attend worship with the adults? Is there nursery care? If so, who runs the nursery? Where is it? Is there a church school? What goes on there?

United Church in Walpole has a wonderful section of their site dedicated to answering these types of questions. Visit http://www.unitedwalpole.org/ scroll down and click on “Children and Youth Ministry.”

What does the church believe?
People who are seeking a new church home may have no idea what it means that your church is “United Church of Christ,” “Congregational,” “Federated” or even “Christian.” It is important to explain what such words mean, and give an idea for what your church believes. If your church has a mission or vision statement, by all means include it. If you state that your church is an “Open and Affirming” or “Just Peace” church, be sure to explain what those phrases mean as well. If possible, post sermons.

The Web site of Newton Highlands Congregational Church, for example, starts off with: “What if they built a church…” and goes on with phrases such as “without dogmatic authorities” and “with love for God and our neighbors.”

What does the church DO?
Many seekers, particularly young adults, are interested in churches that live out their beliefs through mission. These people want to know that if they become a part of the church they will be able to DO something hands-on. If your church takes part in regular mission projects (such as a food pantry) or in occasional projects (such as mission trips) include information about these activities on your site. Photos would be a great addition.

Church of the Covenant, Boston, puts “Missions and Commitments” right at the top of the Web site menu.

Will I be able to deepen my faith?
Many seekers today are hoping to deepen their faith. If your church has Bible study, adult education or small group ministries, be sure to include that information online.

South Church in Andover has a great section on “Spiritual Growth and Fellowship Opportunities.” Just click on “Adult Education” on the first page.

Other nice features to include for a comprehensive Web site: Biographical information on the pastor and other church staff; historical information; information on the facilities; policies for holding weddings and other events at the church.

So, now you’ve brought all these people into your church. How do you keep them coming back to your Web site?

Next: Chapter 6: Beyond the basics III; Content ideas to keep them coming back