… so began the email I received recently from Anna Belle Leiserson, the genius behind the best blog I know for churches about developing websites–FaithAndWeb.com.
“This” is an article in the New York Times titled “Faulty Websites Confront Needy in Search of Aid.” The bottom line of the article is this: if you think the new website for the ACA is a mess, spend some time poking around the websites for states’ unemployment compensation. In short, it’s a crap shoot.
To those who work with these systems, there is no surprise. Companies, government agencies, and, yes, even churches (large and small) have a long history of making poor decisions about websites at the very earliest stages. And never find their way out.
One fairly large nonprofit I advised in years gone by was dumping tens of thousands of dollars annually into a website that 1) couldn’t be updated by most people in the office, 2) regularly messed up online transactions, and 3) broke down more than a working website should.
And yet, they would never change, and kept throwing good money after bad. The reason? We’ve invested so much, why change now? It’s laughable in print. Not so much in reality.
A Heavy Price
Your church website–though certainly not as complex as that described in the New York Times piece, or even that used by many organizations and nonprofits–must work and work well. And when it doesn’t, you pay a heavy price. Including:
Communications Paralysis. Whether you use a website alone, or have Twitter, blogs, Facebook, Pinterest, Instagram, and whatever happens to be all the rage in your community, your website probably plays a big role in anchoring the content. I have seen first-hand more churches whose websites are seriously constraining their ability to communicate well. They buy inexpensive programs that limit their number of pages, their ability to adapt their sites, and on and on. As a result, they end up creating a greater communications log jam with each online tool they add.
Lost Income. People love to give online. We pay for everything else online, so why not make our contributions online? But if you set it up poorly, or select poor software, or your software and website are constantly battling one another and keeping people from giving, they’ll quit. Quickly. Out of frustration, or out of security fears. Either way, you and your congregation lose.
Lost Visitors. People looking for a church to attend (or looking for anything else, for that matter) look first to the web. Your website is their primary window into your world. Select one that is cheap-looking, or acts like one that is cheap, and you are costing yourself visitors. And you can measure this. Google Analytics tracks new visitors who come to your site and then go away. See what those numbers are. If your site doesn’t support Google Analytics, you have bigger problems with your site.
There was a time not so long ago that there were legitimate reasons that churches skimped on websites. Hiring private developers was expensive (and no guarantee of success), and they required people who knew how to code.
Yes, it takes work. No, you shouldn’t try and do it alone. And yes, it’s a bit scary to go from what you have–no matter how flawed–to something new, no matter how much better.
But you must.