Your church or ministry website is more than just fancy graphics and flowery text.
It should be a catalyst for action.
When visitors land on your home page, they should be prompted to do something. We call these prompts “calls to action.”
Calls to action can come in many forms, most commonly graphic banners, ads, buttons, and linked text. Calls to action will often direct users to other pages on your website where they will complete a web-based task. Sometimes it will lead to action off the computer.
Here are four calls to action every church website should include:
The key to every website is to teach visitors who you are and what you do. For churches and ministries, explaining how others can get involved is equally crucial.
One of the most visited pages on any church website is its About section, where your mission, beliefs, and individual ministries are detailed. Direct visitors here immediately by displaying a graphic on your home page banner or making it prominent in your menu navigation. This is the one area of your website people might actually read (instead of skim), so make sure every word is carefully chosen.
A church website’s ultimate goal should be to encourage users to physically visit your ministry. You can do this by making your service times and address easy to find and writing with a welcoming tone on your Location page. Make it even easier on potential guests by including a Google map, directions, and a picture of your church.
Plaster your phone number, address, and e-mail address in as many places as you can on your website–your footer, Contact Us page, Location page, We Believe section, and any other page that might provoke questions. Creating a contact form also encourages interaction. How available you are shows how much you care (or don’t care) about your visitors.
Another big reason people visit church websites is to donate. Many times, giving is a spontaneous, emotionally-driven action, so your website should not hinder someone from satisfying that urgent desire. Make it easy for visitors to find your giving page and create an enjoyable giving experience with easy-to-complete forms.
While not a church, the website for Basecamp shows how the call to action works in the best possible way:
Which call to action needs to be added to your churches website?