First Impressions Matter

On average website visitors will spend between 7 seconds to 15 seconds before deciding to dig deeper or leave your page. For individuals seeking a church these times may fluctuate slightly; yet, capturing the attention of someone exploring your church online is critically important. “Reducing your website’s friction can lead to more quality interactions without complications.” says Paul Andrew in his article How to Reduce Friction in Web Design. Paul defines friction as “...anything that prevents your users from accomplishing their goals.”  As a church leader you want visitors to engage in the story and message of your church. This is accomplished by designing elements that create interest and providing intuitive ways for visitors to explore your website. According to the State of the Online Church an ebook created in 2018 by Vanderbloemen and Jay Kranda states that “59% of the churches (of the 176 surveyed) have seen physical growth since launching their online ministry”. Therefore, future-minded church leaders must be willing to consistently examine their own website and consider ways to reduce friction and make a great first impression, that transition online visitors into in-person attendance. For the purposes of this article we will identify five common areas that cause the most friction.