First Impressions Matter to Seekers: Tips for Improving Your Church’s Digital Curb Appeal

9/18/2018

Jamie Jean Schneider Domm

Digital Strategist for the North American Division.

Tips for Improving Your Church’s Digital Curb Appeal

For the first ten years of my career I had the opportunity to develop my digital skillsets in the secular world with the hopes that someday these skills could be used to serve God more directly. I am pleased to say that there is a tide-shift happening now in the Seventh-day Adventist Church at multiple levels; we are collectively waking up to the untapped potential of the digital mission field.

After two years of working for the North American Division, I have realized that there is potential for a beautiful marriage between traditional means of evangelism and digital communications. These new technologies are not meant to entirely replace the old methods, but serve to magnify and increase the scale of our efforts in a way that was not thought possible a few decades ago.

I spend a lot of time with seasoned evangelists who share with me their wisdom gained in the physical mission field. Many of their proven principles for effective evangelism have direct application in the digital space. To truly move forward with our mission, mentorship and education must go in two directions. Not only can the younger generations teach the older generation about technology and demonstrate how it can be used to advance our cause, but the younger, digitally-focused generations can learn much from the giants of traditional evangelism. Instead of getting frustrated by our different perspectives, we must communicate more effectively with each other to understand our common ground. Like a giant ship set in its regular route, it takes time to turn, and it takes all crew members working together.

The methods by which we minister to people and share the gospel are becoming more complex, but human nature, needs, and behavior largely stays the same. One “analog” idea that I have translated to the digital space is the idea of “curb appeal.” Long before the internet and 360° video, real-estate agents and pastors focused their attention on finding ways to optimize something called “curb appeal.” If someone was interested in buying a house, they most likely would drive by it before calling the agent to request a walk-through. For churches, the behavior of prospective visitors was similar. Pastors and ministry leaders sought to make their church inviting for potential visitors from the outside. This is still important today, but now we have the added need for “digital curb appeal.”

The following statistics indicate why:

97% of people search for local organizations online (Forbes).
76% of mobile shoppers have changed their mind about which retailer or brand to buy from after searching on Google (Google Data).
Nearly half (46%) of people say a website’s design is their number one criterion for determining the credibility of an organization (Hubspot).
46% of church attendees said that a church’s website was important in picking a church to visit (Network.crcna.org).
33% of people said that the internet was initially where they learned about their church (Network.crcna.org).
In 2015 Facebook influenced 52% of consumers’ online and offline purchases, up from 36% in 2014 (The Drum).

It’s clear that an organization’s digital presence affects behavior. What do people find when they Google your church or find you on social media platforms? Is the content up-to-date? Is new visitor information easy to find? Are there pictures, testimonies, and stories that reflect your church community and are inviting to others? Is it clear what services and opportunities your church provides?

According to a LifeWay Research survey, while “78% of churches have a website, only 30-40% of churches are using their websites for anything other than an electronic bulletin board! And about 42% hardly keep their websites up to date?!” The same is true with social media. Are you posting regularly and is all the essential information current? For many, your digital presence will be their first introduction to your church and possibly, the faith as a whole. Many people will find your website long before they physically visit a place of worship. A recent study by Grey Matter Research found that, “in the last 12 months, over 17 million American adults who don’t regular attend worship services visited the website of a local church or place of worship.”

Your church’s website and social media are your biggest digital marketing tools, and it’s where first impressions are made. If your congregation is connected to the corporate church account on social media and engaged, it’s likely others are seeing their interactions and could be negatively or positively drawn to your church based on the kind of content posted. Tell your story through your website and social media. Show a community that others want to join. Your website is a means of communicating, in general terms, everything that your church offers to a prospective visitor. It's your "curb appeal." Your social media can further demonstrate the type of community they will experience and spiritual messages they will receive.

In addition, “local search habits are strongly connected to mobile search habits, as 76% of people who search for an organization locally, visit within a day” (Google Data). “In 2017, worldwide mobile traffic accounted for 52.6% of all internet traffic” (Search Engine Land). Therefore, making your website mobile friendly is vital, especially since Google prioritizes mobile-friendly content in the search algorithm.

I recommend that you regularly conduct an audit of your website and social media to make sure:

Your website design is up to date and mobile friendly. You don’t need technical skills or a lot of money to have a professional, high-quality looking website. Aim for a simple look that shows an organized and logical layout. Take advantage of drag and drop platforms like Wix.com (my current favorite) that offer ongoing software and design updates as well as easy-to-edit responsive (mobile-friendly) templates—all for an annual hosting fee as low as $100. If you have a staff member with more technical expertise and want to be NAD branding compliant, the website branding pattern system ALPS, is set up to be adopted in a WordPress site. Click here for more info.
Make sure essential information is accurate, up-to-date, and easy to find. Remember, empathy first. Put yourself in a prospective visitor’s place and seek to understand their needs and/or experience. Location, directions, and worship times should be visible on your homepage. Have a “Plan Your Visit” section with “What to Expect” FAQs. Not knowing what to expect is a barrier to entry for many people. This information can be included on both your website and Facebook. Links to this information can be listed on other social media platforms.
Tell your story in the “About” section and share what you believe. Do your images on the website and social media reflect your congregation and culture? Do your listed core values and beliefs match what they will experience in person? To really connect with people, we must connect with their core values and needs. Write in a conversational and friendly tone to make your audience feel informed and valued. Make sure you communicate clearly to prospective visitors, and most importantly, reflect the love of Christ always. Much of this content can be “evergreen” with little need for regular updates.
Showcase opportunities. Are all your upcoming events, ministries, and youth activities listed? If you don’t have the staffing for regular updates, present your opportunities in general terms and ask them to join your email list and/or like your Facebook page for event notices. Generally, church members do not check their own website, so shape your content around the needs of a visitor. Again, if you don’t have the resources for weekly website updates, present the material in a way that is “evergreen” with contact information on how a potential visitor can learn more. Once they step in the door, be sure to have a welcoming strategy to help them build relationships and get plugged into church life.

Branding is the process of revealing the most complete picture of an organization to its audience through perception, experience, and essence. Brands are communicated, not just created. A brand is based entirely on a customer’s, not the developer’s, experience. Your digital presence is an extension of your church brand and voice into the online world. Your brand is how your church is perceived.

Strong digital brands create connection and take a comprehensive approach to the member experience. Today, that experience often begins online. Your digital presence should make them want to experience your faith/mission in person. Then, when they come for that onsite experience, it should be a continuation of the positive relationship and trust you’ve built with them online.

Helpful resources:

Downloadable Resource:

Digital Strategies for Churches (or Ministry)

Madeline Johnston

9/19/2018 04:33:22 pm

I think a "simple" Website would be more appropriate than a "simplistic" one. Though one definition of "simplistic" is "simple," it also has more negative connotations if all definitions are considered.

Jamie Domm

10/2/2018 07:43:22 am

Thanks for the feedback. For clarity we made the update. :)

John Carston link

8/16/2022 04:59:21 pm

I like how you mentioned that one of the most important digital marketing tool of the church is the social media. My brother informed me the other day that he and his peers are looking for a church that could give them the opportunity to volunteer, and he asked if I had any thoughts on what would be the best option to consider. I love this informative article, I'll tell him that it will be much better if they consult a trusted church as they can provide their schedules and services.

Victoria Addington link

9/7/2022 08:19:00 am

It's great that you discussed that the biggest digital marketing means for churches are websites and social media. My friend wants to attend a trendy church. I think she should consider a church with a non-denominational approach to ministry.

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