Connecting Through Your Website: Connecting Goes Beyond Words

In this series, we examine how to connect with visitors to your ministry website, as defined in John Maxwell's book, Everyone Communicates, Few Connect.

We all know that non-verbal communication is important. While speaking to a group of people, if you speak in monotone, stare at your notes, and spout off statistics, your audience will check out quickly, no matter how important your words are.

On your ministry website, the text on each of your pages offers the information your users come for. But the non-textual aspects of your church website's pages can cause a person to check out as fast as that monotone voice.

To make sure your communication is successful beyond the use of words, Maxwell explains you need to aim at connecting on four levels.

FOUR COMPONENTS OF CONNECTION

What People See - Connecting Visually

"People expect any kind of communication to be a visual experience." (pg. 54)

Putting it into practice
Well-written content on a good-looking website is the perfect outfit. A tailored suit (content) is a classic look, but an expensive watch, colorful tie and pocket square, and polished shoes (website design) will make heads turn.

By making your church website's look clean and simple, while using colors that please the eye, you can create an opportunity to make a connection from your visitors' first page.

Here are other ways to connect visually:

• Add images that explain or conceptualize your content
• Embed video on your pages
• Use bullet points, headers, and lists to create word pictures

What People Understand - Connecting Intellectually

"To effectively connect ... you must know two things: your subject and yourself" (pg. 62)
"Effective communicators are comfortable in their own skin..." (pg. 63)

Putting it into practice
Your church website visitors desire one thing above all else: information. So give them what they want. Put yourself in their shoes and ask what you'd be looking for if you'd never visited your ministry before.

Make a list of these questions and put your content to the test. Does it answer all these questions effectively? Will visitors have to click numerous times to find basic information? If so, maybe you should strategize how to better address your user's inquiries.

What People Feel - Connecting Emotionally

"If you want to win over another person, first win his heart, and the rest of him is likely to follow." (pg. 64)
"That is your goal anytime you want to connect with people. Help them to feel what you feel" (pg. 67)

Putting it into practice
You are passionate about your ministry. How do you help your church website visitors share that passion?

• Stories: Write news articles or produce videos to show God at work in your ministry.
• Photos: Feature the people of your ministry on your staff and ministry pages. Everyone loves a smiling face.
• Blog: Interact with your users through blog entries and comments. Connect your blog to your Facebook page for more interaction.
  

What People Hear - Connecting Verbally

"What we say and how we say things make quite an impact ... They can turn boring talk into a memorable moment." (pg. 67)

Putting it into practice
Just like your speaking voice can engage or bore your audience, your writing voice can do the same.

• Use active voice and present tense to convey excitement.
• Avoid "I think" or "I feel" language; instead use confident, absolute statements.
• Write in short, direct sentences and small paragraphs to keep your user's attention.

PUT THEM ALL TOGETHER

"Best advice ... learn how to be yourself ... know [yourself] and [your] strengths." (pg. 68)
"If you haven't discovered and developed your style, study other communicators ... Just make them your own." (pg. 69)

Think about what your ministry's strengths are and find a way to make them prominent on your website.

• Is it powerful teaching? Emphasize your podcast.
• Edifying worship services? Show photos on your homepage and make your service times prominent.
• A growing small group ministry? Write a series of stories about changed lives.

Visit other websites for ministries that have similar strengths. How do they feature their strengths? How can you adapt their ideas for your website?

OTHER RESOURCES FOR CONNECTING BEYOND WORDS

Writing For the Web - iMinistries Blogs
Is Your Homepage Attractive? - iMinistries Blogs