Reminder: Simplicity is success.
The object of your website is not to wow your audience, but rather to help them take their next right step and visit you in person. According to Google, 65% of people make the decision to visit you in person AFTER they visit you online. Your goal is to help them make that transition as smooth and fast as possible.
That means the content you place on your site needs to be able to reach them where they are at, so they can engage with it on their terms. Having a text driven site is boring and static. Having videos on every page is overkill and code heavy. Large images will slow down your site and nothing hurts engagement more than a slow website.
How can we make sure our content works on every page?
- Have between 400-700 words on every page and a featured image.
- Only put videos where you need in-depth explanations.
“But I am seeing videos on every page out there.”
Just because something is popular doesn’t make it right. People need a fast and stable site with the information they are looking for. Take a look at the largest churches in the country and you will find that they are stripping away excess videos and photos in favor of simplicity.
Well, it’s all about the rate of return. Let’s take a look at some numbers, so you can get a bigger picture of what is really going on:
- People will only give you fifteen seconds. If you cannot hook them with your website within fifteen seconds, they are gone.
- Realistically, a webpage takes about two seconds to load, so the fifteen second rule is actually more like thirteen.
- At most, the average person will look at three pages on your site.
- Most of the engagement they do is on your front page, and most within the menu.
So why are we telling you all this?
Because you need to rethink your website and its content, in a very big way. Make it clean, simple, and easy to take a next right step. Don’t overload with content, because people will not read it. Don’t cram in videos, because people will not watch it. They want answers; give it to them. If you can do this, then your SEO is primed for success and your audience will appreciate it greatly. In the end, you will have a much better rate of return and you’ll be glad you made these changes early.
Take these tips on the road with you and download our new ebook, Church Website Best Practices: Seven Steps to Improving Your Online Presence.