If you have ever had a business website, you know that you need a “call to action” on most pages. But does the same hold true for a church website? A church is not trying to sell anything. Let’s take a closer look at what a call to action does.
What is a Call to Action?
It is basically what it says – it’s instructions to your website visitor to take some type of action. In the case of a business website, the call to action might be:
- Buy a product
- Sign up for a newsletter
- Contact you for a free quote
I have heard, with the number of sites people visit now, it’s important to state clearly what you want them to do next. You may be very familiar with your website, and so it seems obvious what action you want your visitors to take, but it might not be that obvious if it’s your first time on the website.
What kind of call to actions would a church have? Here’s a few:
- Visit the church in person
- Accept the good news of the gospel
- Register for an event
- Sign up for the church newsletter
- Visit another section of the website
The thing you don’t want is for someone to visit your website and leave without it making a difference in their lives. It might be a small change, like calling the church office to get more information on the church or deciding to come to the mid-week service. But it’s something to take them to the next step of getting involved in the church and becoming a follower of Christ.
A call to action is nothing more than guiding your visitor to take the desired action. So, yes,I believe it does have a place on your church website. People are very busy today, and sometimes they need some help to know what action to take.
Every Page Has Its Own Purpose
Each page should have its own call to action – listen to a sermon, sign up to volunteer, visit the Sunday morning worship service, etc. Whatever it is, state it clearly on the page. Here’s an example:
On the “new here” page that most church websites include, conclude the page with an invitation – “We’d love to meet you! Please join us this Sunday at 10am for our worship service.” That’s a pretty “gentle” call to action but it’s clear as to what you’d like them to do next – visit on Sunday.
On the page where the sermons are listed, a simple “listen here” is a great call to action.
Call to actions don’t need to be pushy or difficult to come up with. Just look at the page, determine what the purpose of it is and what your end goal is for the page. Then make it clear to your readers.
By Laurie Neumann