In an age of smartphones and other devices, many more people are visiting church websites than may ever walk into the building. Church websites have the same challenge as any other site—communicate clearly and powerfully to a broad audience. Is your site easy to navigate? Does it convey who you are as a church, both for existing members and potential new visitors? Are you providing news, updates, and fresh photography on a regular basis?
This article—the final in a series—shares methods for successfully marketing your church website.
Conduct a drip campaign
Once your content has been updated and you’ve incorporated best practices for search engine optimization (SEO), it’s time to build awareness and excitement. This is done using a “drip” campaign that starts a few weeks ahead of the actual launch. The goal is to announce the upcoming site and encourage people to visit.
Start by sending a “teaser” email two or three weeks out from the launch. This email should be playful and inspire curiosity about the new website. You may give a couple hints about new content, but keeping this communication vague can help generate interest for the next communication.
A second email about a week from the launch should go into more detail about the new site, and what visitors can expect. This might include greater connection to their church community, easier ways to volunteer, and enhanced opportunities to learn about upcoming events. This email should also mention the date when the site will be launched.
(Before your site launches and your launch day email goes out, make sure you’ve done a thorough review and test all pages, links, and video clips. There’s nothing more frustrating for a website visitor than a broken link or dead page.)
The final email, on launch day, should be celebratory! A short video clip from the pastor or the Communications team may announce the site and share some of the updated features. This communication should have a very visible link to the site, and encourage people to share that link with others.
Site tours
Once your site is live, site tours are a good way to introduce your members to the content. This is particularly important if you’ve made significant changes to your navigation, or removed or added whole new sections of the site.
Site tours can be done using a recorded video, or in person during a Sunday coffee hour, Sunday School class, or other gathering. Start by picking a section (such as Children & Youth) and show people how to navigate the new content. If there are areas you want people to focus on, such as signing up for events, make sure that’s part of your tour.
Three or four site tours will introduce people to different parts of the site without overwhelming them. You can market these tours as a series occurring over three or four weeks. This has the added benefit of keeping momentum high around the launch.
You can also create a one-pager with QR codes and helpful tips on how to access certain kinds of content. If appropriate, the pastor or other worship leader may reference the new site during Sunday morning announcements, which is another method of getting the word out.
Social media promotion
Your social media channels are a great way to promote your website. You can follow the same general cadence on social media as you do with your email drip campaign, building curiosity and interest.
Your members will be an asset on social media as well. Consider creating a social media kit with images and prepared language that people can easily cut-and-paste on their own social media pages.
Also, be sure that your website clearly features links to your church’s social media pages, and that your social media pages feature links back to your site. That type of cross-pollination is good for SEO.
Continue to spread the word
Keep encouraging members to share news of your website with their family and friends. This is often the best way to get information out. People tend to trust people they know rather than a communication they may receive from an organization.
A few days after the launch, remind your congregation that the new site is for everyone, and prompt them to share the link with those who might be new to the area, or who are struggling and need some spiritual support.
Ask for feedback
Websites are always evolving, and feedback can help you keep your website fresh and inspiring. By being open to new ideas, you can ensure that your site continues to serve your church and community as effectively as possible.
Read part 1 of this series here
Read part 2 of this series here
Rebeca Ervin has more than two decades of experience as a journalist and legal and nonprofit marketer. She enjoys working with teams to implement strategy and vision through strong and effective communication. Rebeca is a lifelong United Methodist and native of San Antonio, Texas. She has a Bachelor’s degree in Social Anthropology from Harvard University and a Master’s in Theological Studies from the Iliff School of Theology. In her free time, Rebeca enjoys photography, writing, traveling abroad, and spending time with family.