Making Your Web Site Work For You
By Chris Spence, Creative Director

Often times I see web sites that are nothing more than online brochures. These usually consist of valuable but mundane information about an organization such as: who they are, what their mission is, their contact information, and really not much more. There is no doubt that many organizations often under utilize their web sites; but the question is; how should you be using your web site?

You can start by analyzing your communication objectives. In general terms, you may say that you want to provide information to people who visit your web site, however, your real objectives may be getting people to call, email, or actually visit the church. You may want to sell them a book, solicit a donation, or attend an event. The point is, your real objectives are usually much more specific than just providing information. So the question becomes, how do you use your web site to achieve these objectives?

In terms of marketing, your web site is just one channel that you can utilize, but if used correctly, it can be the most effective. However, depending solely on your web site to meet any of the aforementioned objectives is not advisable either. That being said, a smart way to begin using your web site effectively is to use it as a data-gathering tool. In the marketing world, data such as contact and lead information is invaluable. There are several methods you can use to gather this information. One way might be to offer exclusive “members only” content such as a newsletter or bulletin, free audio and video downloads, or even discounts on certain items you sell. The caveat of course is that a person is required to register to receive these special benefits. The sign up form usually consists of names, addresses, phone numbers, email address, and so forth. This valuable data can be gathered and stored and later used in direct marketing efforts on a larger scale. 

Member registration is not the only way to gather and use data. Imagine if you were able to store the contact information of everyone who made a donation to your organization. Later, if you have a special need or fund raising event, you can solicit these people for further contributions. They are already pre-qualified as contributors so the response rate will be much higher than if you were to solicit the general mass populace. The same scenario can be used for people who buy your merchandise. Of course this is all assuming that you are able to sale or accept donations online, which will be covered in a later issue.

Most organizations already do much of this manually but consider the resources it takes to not only gather the data but to manage it as well. Web sites can be used to automate much of the processes and make your marketing much more efficient. 

No doubt that dealing with this much technology can be intimidating and knowing where to begin or even what you really need can be a daunting task. Finding someone to build your web site is one thing but can they guide you through the process and help you decide the best approach to achieving your objectives? Affiliated Media Group’s web development department not only utilizes the latest in technology and tactics but more importantly we understand ministry and non-profit growth. 

Sometimes the first step is the hardest, so I will make it easy for you. Contact Affiliated Media Group for your free web evaluation and consultation. Chances are that building a web site that works for you is much less daunting that you might think.