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.

• HBO’s smash hit show Chernobyl received 19 Emmy Awards, and due to the hit show  NBC News reports tourism has dramatically increased in the once Soviet small ghost town of Pripyat. The remains of the homes and businesses of the over 50,000 individuals serves as an eerily reminder of the nuclear meltdown that drove nearly all the residents away in less than 36 hours. National Geographic report “Ruin gazing” is nothing new—for millennia, people have been drawn to broken cities and toppled monuments, places of quiet contemplation that remind us of our own hubris and of the power of time.”, but what causes a ghost town and what are the potential similarities between it and your church website?