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September 2003
Web Strategies That Click
By Susan Crawford
Assessment Mile Marker
This issue is the fifth installment on the website assessment project with Hillcrest United Methodist Church [www.hillcrestumc.org]. This assessment process has revealed insights, wish lists, frustrations and individual passions from their different ministries. Hillcrest's challenge is to meet everyone's needs while striking a better balance between the size of their site and the size of the eTeam. By learning from peers and with new support in place, the Hillcrest team is moving their static website into a vibrant web ministry.
Home Not-So-Sweet Home
In the findings meeting with the Hillcrest eTeam, I opened debate about whether Hillcrest wants to continue using their home page. Strange question? Not when you consider the all-things-to-all-people type of job their home page is currently struggling to deliver. Every home page wants to welcome newcomers, entice members, follow activities, minister online and provide access to church staff - whew! Consequently, navigation becomes locked, space is at a premium and missions compete with each other. The purpose of a home page can be honed if some of the load is moved to a site map. In this new scenario, the home page can be much more succinct (focusing on a warm welcome and offering only a few major links and headlines) while the site map serves as the site "anchor" thereafter. There are many benefits in adding a site map because visitor expectations are not rigid (as with a home page) and this means there are exciting ways to creatively present content and layout. The old adage, "home is where the heart is" is a good analogy to keep in mind when planning the content for your church's home page. Consider offering a site map and check out the University of Virginia for one unique site map solution [www.virginia.edu]. Presenting new thinking is an important part of a good site assessment and this discussion will continue to challenge Hillcrest as they give their home page renewed focus.
Back To Their Future
In our last article, one challenge for the Hillcrest eTeam was to position the website in the church's budgetary process. It is an important step to have the web ministry formally addressed at the same level as all other Hillcrest ministries. The Hillcrest eTeam understood the need for this type of support and their web ministry now falls under the auspices of their Embracing Ministries.
The Hillcrest eTeam next asked how they can recruit site contributors. Their problem is two-part: first, how to get activities reported, and then how to get these reports drafted, edited and into web (HTML) form. I offered them a fun idea to help get activities reported - they could designate a roving field reporter (or even a small diverse team) and give him/them an official role at activities and functions complete with official "Press" pass. This Press pass would instantly open attendees to being interviewed as well as lend weight and significance to online coverage. A Press Kit would also ensure any field reporter captures all the appropriate details (a page of helpful questions and details needed). As for Hillcrest's editing question, they found an answer in their search for a design solution.
In their re-launch, Hillcrest's eTeam wants to aggressively tackle website design issues. Their assessment findings identified detrimental design and navigation inconsistencies. Although their layout is not bad, they want to address these problems and move from good to great. Egads! How will this eTeam find all the design help they need? Hillcrest found their solution.
The United Methodist Church has a general agency, United Methodist Communications ("UMCom"), that staffs a web Ministry division ready to support churches with their web questions. When it comes to web design and related services, they put full support behind a service called E-zekiel (www.e-zekiel.com). E-zekiel's web services, offered by Praktikos Technologies, offers a world of simple, easy-to-follow and inexpensive solutions.
You will find help getting started, free content and graphics, pre-designed templates for polls, directories, interactive communities, etc., members-only area, and much more. Though a good starting point, the responsibility stills rests with the eTeam to execute equally well-planned content strategies.
Next Issue
Going forward, the Hillcrest eTeam will start to make a decision about work on their first formal budget and continue building relaunch strategies. In the next issue, we will share these outcomes and wrap up all the tips and solutions learned from Hillcrest's year-long assessment. We hope you stay with us through this process and feel free to send any feedback or questions to article@businesscolony.com
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