The great advertiser David Ogilvy suggests something similar. Paraphrasing him with specific references to church: When you sit down to write your [church website], pretend that you are talking to the woman on your right at a dinner party. She has asked you, “I am thinking of (attending a new church). Which would you recommend?”
Write your copy as if you were answering that question. (1) Don’t beat about the bush—go straight to the point. Avoid analogies of the “just as, so too” variety. (2) Avoid superlatives, generalizations, and platitudes.
Be specific and factual. Be enthusiastic, friendly, and memorable. Don’t be a bore. Tell the truth, but make the truth fascinating. Speaking plainly will disarm whoever comes to your website. They’ll trust you more than if you used language that feels salesy or over the top. The truth is, God is already doing great work in your church. Tell that story on your church website and invite others to be a part of it.
Building a church website doesn’t have to be complicated. There are a number of helpful resources that can help save you time, money and frustration. With clear messaging, a simple structure and a trusted tech partner, you will be on your way to using these best practices for church websites, and reaching and engaging your key audiences.
This article on the best practices for church websites originally appeared here, and is used by permission.
