March 11, 2014

Websites and Hairstyles

Website designs are like hairstyles. They come and go out of fashion quickly—and it’s readily apparent when they’re dated.   

Just consider all those Throwback Thursday pictures you’re seeing on Facebook. No one needs to tell you that the picture was taken 15 years ago. You can see it in the hair.   

The same is true—exponentially so—with website design. What worked for your congregation a year ago is probably not the look that should carry you through the next eighteen months. What began as a glorified business card for many congregations (and companies) now requires an integrated, relevant, viewer-friendly design.   

This is not an issue only for churches and nonprofits. Consider the evolution of websites for these multibillion-dollar companies. Their first sites are the equivalent of the mullet (which seriously, only Patrick Swayze could pull off). Today, viewers require much more than “business in the front, party in the back.” They’re used to dynamic delivery of information, of pictures, graphics, and fonts that are engaging and compelling. This doesn’t mean you have to rush out and hire a top-notch designer. But I am asking you to step back and take a critical look at your website. Is it fresh and inviting? Or so last year?

I like the tips offered here for a quick makeover. I also recommend looking at the tips in priority order.    

The first element is to look at the images on your website. Assuming you have pictures on there (and if you don’t, get some!), evaluate whether they reflect your congregation. Is there a variety of folks pictured (not just the priest!)? There should be a mix, with kids and adults, teens, families, grandparents, singles, black, white, people in a wheelchair, etc. Your pictures should reflect the congregation, which should reflect the kingdom of God. If you have concerns about posting pictures of kids, take some group shots of activities, where you see mostly backs of heads. Make sure too to get permission from a parent or guardian.   

A second and important element is to find a font (or font family) and stick with it. Develop a style sheet and stick with it. By that, I mean decide what titles of pages will look like: the font, size, bold or italic, etc. Use that same style for every page header. Do the same for secondary titles, picture captions, and body text. The fonts should be standard, not some special, funky font that makes viewers cross-eyed.   

The third element is to make your site responsive. What this means in web design is whether your website re-adjusts itself for different platforms. Does the site look good on an iPad or Kindle? How about a smart phone? We can no longer assume that most people will find our sites through a desktop or laptop. Many of the most popular website frameworks can be responsive. You’ll need to talk with your designer or explore the helpdesk of your particular software to make sure your site is responsive.   

A fourth—and critical item—is content. How many times have you seen websites that are out-of-date? How long do you stay on a website that offers the service times for Easter 2011? If you don’t have the staff or volunteer time for at least weekly updates, then craft your text in such a way that it’s timeless. Don’t say, for instance, that the new addition was added five years ago. Instead, write that it was built in 2009.   

The fifth item is video. It’s great to have video, but in my opinion, focus on these other four priorities first. At least for now, video is gravy.   

With a focus on these elements, your website design still might not be elevated to iconic style (it may not, for instance, become the Jennifer Aniston or the Farrah Fawsett of websites). But it will be classic and inviting. And that never goes out of style.