I have been involved with web development for more than 10 years and have had the privilege to develop online solutions for a wide range of vertical markets. No matter what sector I’m working in, I have noticed a pattern of seven key areas that ultimately determine the success or demise of a website project. I challenge those of you who use the Internet to communicate the gospel to make sure you have laid a firm foundation for your website. Using these seven keys, take the time to plan out your project and keep the end goal in mind—to communicate the gospel and connect people to the local church.
Key #1 – Brand & Identity
Your brand and identity is more than just a fancy logo, a font, and a color scheme. It communicates your mission, your vision, and your promise to the people around you. Most of the ministries I work with have already done a poor job taking the time to identify themselves and working through a process of defining and refining their vision in order to properly communicate it through media.
It is extremely important to have an expert lay the foundation for your church building, as it ultimately determines how high and how far you can go with the rest of your facility. Discounting this process will jeopardize everything you do next, and could cost you much more in the long run, as opposed to doing it right the first time. This is the same principle you should use when getting ready to develop a communication strategy for your ministry. Hire a professional to help your team walk through the branding process—once the process is complete, it will be an identity you are proud to communicate.
It is important to start with a strong brand, which is why Brand is the first key on my list! I hope you make it your first key as well.
Key #2 – Research & Assessment
Simply putting together a cookie-cutter solution and calling it a ministry website misses the point of using the Web. The goal for creating a website for your ministry should be to increase your sphere of influence and broaden your reach to areas beyond your physical building. A website, when properly executed, brings validity and trust to your ministry. Most people go online to research products or services, and it’s likely that finding a local church isn’t any different for them. Before they visit one of your Sunday services, they’ll visit your website to research your church.
I recommend you start by making a list of all the websites you like to use and why you like to use them. Then, specifically look at church/ministry websites and make a list of the ones you like and the features that appeal to you. Now, put that aside and complete an honest assessment of your ministry, your target audience, and the areas you can use the Web to communicate more effectively.
Once you have done some research and assessment, you should have a few pages of notes and ideas about how to make your site a successful extension of your ministry.
Key #3 – The Project Plan
The project plan involves taking your notes and ideas and beginning to create a rough sketch and scope of the design and functionality of your new site. The more details the better, as a well-thought-out plan will help you establish a realistic budget and find the right people for your team.
Key #4 – The Budget
This is where most of the ministry leaders we work with fall off the bus. They have no problem putting together a capital campaign to build a multi-million dollar church facility, and they have no problem with spending hundreds of thousands of dollars on video, audio, and intelligent lights to enhance the Sunday morning worship experience. But as soon as they look at developing a successful church website, the purse strings close shut, and they begin looking for someone in the church who can build web pages for free! This is not good. Your ministry’s website can be one of your greatest communication tools, and with the lowest investment cost.
When putting together a proper budget for your website, there are multiple factors to consider: web hosting, media streaming, initial development, and monthly web and graphic support. In your budget you need to begin to identify key people whose skill sets will be involved in making your project a success. Often people will call our offices and ask for an estimate on the cost to build a church website, and to be honest, I can’t give an accurate estimate until a solid project plan has been put together. You wouldn’t call a church facilities builder and ask them how much a church building would cost without first having a project plan, would you?
Key #5 – Building the Team
As leaders, you already know that the team is crucial to the success of any project. When looking at the project plan, budget, and team, be completely honest with each other so you can make the best possible decisions.
To build the right team, you first need to answer a few questions. Do you want to build the entire site in-house? If so, do you have the talent to successfully do that? If not, are you willing to hire people who can get the job done? Do you want to outsource the entire project? If so, who will you appoint as the ministry liason with the outsource vendors?
There are too many advantages and disadvantages of both in-house and outsourced development to discuss in this space, so I recommend that you get several opinions on the subject, from both inside and outside your organization.
Key #6 – Development
Creating realistic project deadlines and beginning to gather key content, images, and project plan elements to deliver to the development team is a vital next step. Many times, the project is delayed by a lack of upfront communication about expectations. Other times, delays are the result of failure to deliver important website content to the development team, which they need to complete the project in a timely manner. I recommend using a project management tool to keep track of users, tasks, and milestones. We have been using a hosted solution called Basecamp (www.basecamphq.com) for over a year, and it has worked very well for both us and our clients.
Key #7 – Website Launch & Monthly Support
Your site has been developed, you are nearing completion, and you are getting close to a GO LIVE date! This is an amazing opportunity to build some initial momentum and excitement in your church by providing project updates and setting an official launch date for people to circle on their calendars. Build buzz by using print materials, promotional products, video spots, email blasts, and a splash page on your current site.
Believe it or not, once your site is launched, it is already out-of-date! Having a plan in place to keep the website maintained on a monthly basis is the key to keep people coming back for more. Your project management tool will be critical for providing timely updates.
If you follow these seven keys, your new site will be an effective, well-planned, and well-executed online presence for your church, ministry, or organization. May you represent yourself and the gospel well through your new website.
Travis Gates is the Senior Vice President of Church Media Group, Inc., located in Southlake, TX. His passion helping connect ministries to people through the latest communication tools.