Before exploring the importance, you need to differentiate landing pages from the church website. Simply put, the website is the front door of your church while the landing pages are the street signs.
The new communication technologies have completely adjusted the way organizations interact with today’s people. This trend is absolutely not only for the young but for the emergent group. Your Website became the Front Door to Your Church. The content of your website determines what your church communicates today. The design and the UI of the site are literally representing how inviting and welcoming today’s people into the church. I have seen many churches are ignoring this new claim. Their websites are unfortunately telling that their church is outdated and unintentionally communicating you are not welcome here. You do not need a fancy or gigantic structure reminding me of the glorious days of American Christianity. It should be continuous-flowing and mobile friendly but inviting at today’s web protocols.
Now the real issue is how people will find your church online. Without setting up a mechanism for people to recognize what your ministries are all about and for the people of interest to be guided to enter the front door, the website is of no use, nor your ministries designed to serve the people in your community. The street sign is more like an electronic display panel installed in a mall. It displays a series of PR images and copywriting to guide new consumers to find the stores of their interests.
A landing page is any web page, like the electronic display panel, that displays a specific PR (public relations) for a certain ministry or an event when people’s searches land on the page through the search engines, like Google. Guess what? People are no longer memorizing church names, nor interested in religious practices. The traffic volume for “churches near me” is plummeting to non-existence in most regions. We need a new evangelism strategy to help people start a journey of belonging to a community rather than asking them to believe first to initiate their spiritual journey as a member of a congregation.
Each landing page should function as a PR advertisement with the sole purpose of getting the contact information (name, email address, etc.). Your landing page should clearly present your ministry value propositions so that people leave their contact information for more ministry details, some sort of special offer, or a deal. I always make stress on the principle of Ministry Marketing that you should offer values that become a remedy for people’s pain points, rather than begging people to join. As soon as a piece of new contact information has submitted via an online form on the landing page, a follow-up email should be provided with a link to the details at your church website or with a personal message to set up with the next communications.
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