For years now, we have been emphasizing the importance of the 10-minute window; the small window of opportunity that most churches have to convince visitors to come back.  It is based on studies that determined that first-time visitors in our consumer-oriented, American population make up their minds about returning to a church within 10 minutes of coming into the building.
Today, however, it is our belief that a significant portion of the 10-minute window has moved outside the church doors into cyber-space.  Consider that the average American checking out a church for the first time fits into a certain demographic.  Young parents, who at one time had a relationship with a church, are looking for a place that will teach their children about God.  This group of young people, as well as an increasingly web-oriented culture, often explores their options on the web before making decisions. Searching for information on vacations, jobs, restaurant menus, major purchases, directions, weather and even finding a mate is done on the web.  Is it any wonder that they are exploring churches this way too? 
 
What’s important for church websites?
Feeling is first.  The colors, background patterns, text fonts, pictures and any music or movement (such as Flash) are an introduction to the feeling, atmosphere and attitude of the church.  Is the church relaxed and laid-back or formal / traditional? What is the personality of the congregation? The art and style of the page can convey the unique personality of your church.  Pictures should give an idea of the kind of people they will meet, the cultures present and how people dress.  Language is also important! ‘Christianese’ or excessive Bible quotes can be a turn-off for the un-churched.  (If this is an accurate portrayal of your church, then  tell it like you are so no one will come under false pretenses.)
 
Secondly, content is critical. Realize that most first-time web visitors will not stay at your site long enough to explore the text of each page. They must immediately sense your relevance to them and be able to find the information most pertinent to them within a few clicks. This typically includes who you are as a church, what you have for children, the times of your services,  and how to get to you.  Ease of navigation is essential; you don’t want people getting frustrated and writing your church off because of your web site.
 
Thirdly, keep it current.  When a visitor finds a calendar of Events and news that is outdated, it can make them wonder….Do you still exist?…Has a crisis occurred?……Does anyone visit this site any more? – Why doesn’t the church  consider this important enough to keep up to date? This means that if you have a website, there must be a qualified person assigned to keeping it current. 
 
 
Finally, beware of template temptation. Purchasing a packaged website may appear to be the perfect mix of economy, efficiency, and quality, but a template may not represent your church accurately.  The website of a church I visited recently shows a common banner collage photo with people of diverse ages and ethnicities. While this may be a good picture of God’s kingdom, it was not an accurate representation of the church. When I visited the church there was only one ethnic group in attendance, and little diversity. Can you imagine how this could affect a visitor of another race?  The likelihood of their coming back would be slim.
 
When used appropriately, the web can be a powerful tool for your church to advance the growing kingdom of God.
Check back soon for practical tips on church website design!

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