Effective Parish Websites Part II: Intended Audiences

It is widely understood that a parish website is a basic utility. For most Internet users, if you do not have a website, you do not exist. This is especially true for younger generations who have grown up “googling.” And many in older generations are coming to the same conclusion.

While many parishes have websites, they differ based on:

• Intended audiences
• Design choices
• Content and Content Management
• Skills and priorities of the website manager

In this post, I will address intended audiences. Parishes have websites for different reasons and often while they give no serious thought for whom they post, what they post reveals their intended audience. Generally, there are two types of parish websites based on intended audiences.

There are the websites that predominantly, often exclusively, serve active members and there are other websites that serve visitors, seekers, Catholics seeking to return to the sacraments, as well as active members. This latter is the evangelizing website.

Member-Focused Websites

Many parishes launch websites with the assumption that they are primarily online versions of the parish bulletin and parish announcements. They argue that members do not read the bulletin or hear the announcements and that a website is more to their liking.

Some websites begin because parishes want to offer online resources, or the option of online donations. This is also the place where members may sign up for communications, and/or volunteer for activities. These websites are for members. Sometimes they become bulletin boards for the latest fliers.

Member-focused parish websites are what I call just-the-facts websites. The better ones provide basic information: Mass and confession schedules, complete physical address, phone and email information and perhaps a calendar of events and a link to the Sunday bulletin. They may have one or more images, quick links and/or some automated content. These are simple, easy to maintain, but do need to be updated regularly.

A well-maintained member-focused website is a plus and definitely better than no website. But as an evangelizer, I prefer a website that speaks to visitors as well.

Visitor and Member Focused Websites

Parish leaders who recognize the potential of using their online resources for reaching beyond their active members, for being accessible to visitors, seekers and those wishing to return to the sacraments, create friendly, mission-focused websites. While much of their content is useful to active members, they clearly speak to visitors as well. Their messages are welcoming and helpful.

Statistics show that people who visit a website, leave in less than 15 seconds if they do not see what they are looking for. A few years ago a gentleman who had moved into a new area and was looking for a parish to join expressed his frustration with the websites he had visited. They were “not helpful at all…they were all about themselves.” He concluded that they had no interest in people like him. He didn’t know it, but he was looking for a website that welcomed and attended to the needs of visitors as well as active members. Would that person have been happy visiting your parish website?

Your comments are always welcome!