If you’re like most churches, your website is chalk-full of information about the various ministries and opportunities people have to get involved within your congregation. But, how do you know if your website is set up to help you move people through your assimilation process? Above is a sketch of some of the ingredients you’ll want to make sure to include in your website to help you achieve your assimilation goals. Let’s take a look at who is using your website, what goals you have for them, how to get them to take the steps toward those goals, and how you’ll know if you’ve succeeded at using your website to drive your assimilation goals.
Who is Using Your Website?
The three groups of people who will find themselves on your church’s website are:
- Prospective Attenders/Guests
- Attenders
- Members/Promoters
As you organize your website, you’ll want to keep in mind how accessible information is to each of these groups of people. You may place more emphasis on one group over another, depending on your goals, but no group of users should go overlooked.
What are Your Assimilation Goals?
First, let me acknowledge that every church has a different approach to assimilations. Depending on the size of your church, welcoming people into the body can be a rather simple or a rather involved process. But, let’s just assume for a moment that your goals are to welcome guests and get them involved in your church. For today, we will define “assimilation processes” as just that – moving someone from feeling like an outsider to feeling like an insider in your church.
Here are some goals you may have for guests at your church:
- Attend on a weekend (Does online attendance count?)
- Return on a weekend
- Join a small group
- Serve in a ministry
- Become a member
- Love your church so much they talk about it to their friends & online
These goals can be summarized into driving prospective attenders/guests to come into your church, and driving those who have already been to your church to take further steps to get involved. Now, how does your website play into these goals, and how can you know if it’s working?
How You Can Leverage Your Website to Assimilate Guests
First Point of Contact (P.O.C) = Website (or possibly Social Media)
Where do they start? Chances are, people who are thinking about attending your church found you either by driving by one of your locations, Googling churches in your area, or hearing about you from a friend. Either way, they are going to look you up online before they step foot in your door. These are your “Prospective Attenders/Guests.” So, what do you need include in your website to get them to come in?
First, they are going to need to know who you are, some about how long you’ve been a church, what you believe, where you’re located, what times your services take place, who is on staff, what you’re studying, and what other fun things your church has going on. Check to make sure you have a clear About Us page, Service Times listed somewhere obvious, Locations listed somewhere obvious, and information about your staff, current series, and calendar readily accessible.
If your regular attenders and members are promoting you on their social media pages, it’s also possible that someone’s first point of contact with your church will be one of your social media pages. So, you’ll want to include About Us information on your social media page, location information, and service times. The most important ingredient you’ll want to include on your social media pages to get guests to come in is PERSONALITY! Don’t forget to post funny pictures of your staff or pictures of transformational moments at events.
Second Connection Point = Attended on a Weekend / Attended Online
Let’s say they come in after exploring your awesome website! Great! Now what do they need in order to be able to keep attending? Your assimilation processes probably already outline this step – a phone call, a welcome note, an email, etc. But, what about your website? Does it help them want to come back again? I recommend including a place where they can listen to past messages and submit forms to inquire about small groups, serving in ministries, and becoming a member.
Third Connection Point(s) = Join a Small Group, Serve in a Ministry, Become a Member
These are probably goals you have for people in your church, your “Attenders”. Obviously, the in-person connections they have with people while at church are going to play a larger role in getting people into small groups, ministries, and membership. But, your website has a role to play as well, so don’t over look it.
Join a Small Group
If you want people to join a small group, what information do they need? I recommend having a list of groups and a form to submit that expresses their interest in joining a group, so someone can follow up with them.
Serve in a Ministry
If you want people to serve in a ministry, you’ll probably want to have a list of ministries, a web contact form, so they can have someone follow up with them, and you’ll want them to observe the ministry in action. In my opinion, pictures and social media of that ministry in action can help along that process, but they really will need to come in, meet a staff member, and observe, if you want them to stick around.
Become a Member
If you’re looking to get people to become members, you’ll want membership information online, possibly a video explaining the membership process, and a form to submit interest in becoming a member.
Fourth Connection Points = Invite Friends to Church (and promote on Social Media)
One of the ways you can tell if someone as moved from an outsider to an insider within your church is if they are inviting friends and promoting your church on their social media pages. I call these people “Promoters.” According to Gary Vaynerchuk’s book The Thank You Economy, sharing about you with their friends is their way of saying thank you for the great experience. The great thing about Promoters is that their conversations cycle back around to reaching Prospective Attenders/Guests!
You can also fuel this online promotion through your church’s social media pages as well. Give them something to share! Use hashtags, make sure you have a user-friendly username, and create fresh, creative, entertaining content.
How Do You Know If You’ve Succeeded?
My advice is to set metrics and monitor your web metrics.
For Prospective Attenders/Guests, look at:
- Referral Sources
- Landing Pages
- Exit Pages
- Their flow through your site
I would recommend playing a game and watching your web hits and comparing them with weekend attendance. Watch which pages people visited, and single out service times, locations, about us, staff as probably first or second time guests. Watch social media views and shares and compare with weekend attendance. And, qualitatively, try various types of content shared on social media channels and slider images to see if this affects attendance. Compare to the same weekend last year for clearer insight.
For Attenders, look at:
- Views of small group pages
- Views of ministry pages
- Views of event calendar and event registration pages
Then, monitor your internal database to compare the views on these pages with the actual number of people who joined groups, started serving, or became members.
For Members/Promoters, look at:
- Shares on your social media pages
- Referral sources (to see if other new people are finding you as a result of online sharing)
Then, continue to post valuable content to make yourself more visible online.
There you have it, the whiteboard discussion of how to leverage your website (and social media) for achieving your assimilation goals. What questions do you have? Have thoughts on how this could be improved? What do you need to add to your website to make it better serve Prospective Attenders, Attenders, and Promoters? Share below.