I spend a decent amount of time on church websites, due to the nature of my job. Some are brilliant. Some are awful. Most are … okay.
Most parents of small children are under 40 – this means they’re Millennials or even Gen Z, and have had internet access since their early teens, at the latest. You can pretty much count on your church being Googled before parents rock up at the door – and whether or not they give you a try may depend on what they get when they Google you.
Here are a few tips:
- Make your service times easy to find. On the front page of your site if possible. And make sure they’re up to date, including special events. A family may feel more comfortable coming to your Crib Service or your Harvest Festival than to a normal Sunday morning service, so make sure those dates are up there.
- Include pictures of children, if possible – and definitely of people. I was on a church website recently that had about 30 beautiful photos of every part of their stunning building. But nothing showing that this was a community. If you can show pictures of children, particularly, this reassures anxious parents that your community values children and they’ll be welcomed if they come. (Of course, you need permission from parents/carers for any photos you do use.)
- “New here? Here’s what to expect!” The Revd Ally Barrett has a wonderful blog post here about why you should include a section on your website about what to expect if you’ve never been to church before – and how you can make that section work. Many parents may only have been to church occasionally before, but feel a desire to come now they have children. If they can read up ahead of time about what the experience is like, they will feel more prepared and less hesitant. It also sends the message that your church is open to newcomers – they won’t be expected to know everything. In our own Diocese, St Paul’s Letchworth has a good example of this kind of page.
- Christenings! Most church websites have information about baptisms, weddings, and funerals. Great! However, this may be hidden away under some tab with insider language like “Life Events.” How would I know, if I wasn’t a church professional used to that kind of language, that that’s where to look for information about christening my child? And while we’re on the subject, the word “christening” is much more familiar to society at large than “baptism” is. If your website uses “christening,” you’re more likely to come up in Google searches in the first place, and much more likely to get people to click on that tab and contact you. You can then use baptism preparation to help broaden the parents’ understandings of the different words used to describe this sacrament. But don’t put them off before they’ve even started by using language they won’t understand or won’t search for.
- Connect the dots. If you have things for children during the week – toddler groups, Messy Church, Scout groups, etc – make sure these are prominent and easy to find. Don’t hide your lights under bushels. Your church website isn’t just about the history of your building, and Sunday morning – it’s the front door of your whole community.
Any good website tips I’ve forgotten? Leave them in the comments!