Basic​ ​Online​ ​Influence

&​ ​Performance​ ​Audit

Template​ ​for​ ​a​ ​Ministry​ ​Website

Want​ ​an​ ​audit​ ​template​ ​specifically​ ​tailored​ ​for​ ​a​ ​church​ ​or​ ​for​ ​a​ ​school?​ ​Email​ ​your​ ​request​ ​to
amyp@centerforonlineevangelism.org.
 AUDIT​ ​CATEGORIES
[name]​ ​Ministry​ ​Website

I. Identity​ ​and​ ​Audience​ ​Connection

A. Brand​ ​clarity​ ​(Who​ ​are​ ​you?)

B. Purpose​ ​(Why​ ​are​ ​you​ ​here?​ ​Who​ ​are​ ​you​ ​talking​ ​to?)

C. Process/Product/Service​ ​(What​ ​can​ ​you​ ​do​ ​for​ ​me,​ ​and​ ​how?)

D. Timeliness​ ​(Am​ ​I​ ​looking​ ​at​ ​the​ ​latest​ ​information?)

E. Relevance​ ​and​ ​Credibility​ ​(Can​ ​I​ ​trust​ ​you​ ​with​ ​my

time/money/information?)

II. User​ ​Experience

A. Site​ ​organization​ ​and​ ​navigation

1. First​ ​interactions
a) Home​ ​page
b) About​ ​page
c) Landing​ ​page(s)
2. Menus
3. Anchor​ ​Text

B. Back-end​ ​content​ ​management

1. Functionality​ ​(desired​ ​vs.​ ​actual)

2. Workflow

III. Content/Storytelling​ ​Audit

A. Page​ ​by​ ​Page​ ​analysis

IV. Relationship​ ​Building

A. Information​ ​Capture

B. Content​ ​Marketing​ ​Opportunities

1. Blogs
2. Email
3. Social​ ​Media

V. Google’s​ ​Perspective​ ​(Findability)

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Your​ ​Ministry’s​ ​Online​ ​Presence​ ​is​ ​a​ ​Form​ ​of​ ​Evangelism
With​ ​millions​ ​of​ ​people​ ​using​ ​the​ ​internet​ ​countless​ ​times​ ​per​ ​day,​ ​searching​ ​for​ ​answers​ ​to​ ​life’s
most​ ​puzzling​ ​questions,​​ ​this​ ​is​ ​our​ ​new​ ​mission​ ​field​.​ ​And​ ​as​ ​the​ ​Great​ ​Commission​ ​instructs
us​ ​to​ ​go​ ​where​ ​the​ ​people​ ​are​ ​and​ ​lead​ ​them​ ​to​ ​Christ,​ ​Center​ ​for​ ​Online​ ​Evangelism​ ​is​ ​here​ ​to
help​ ​your​ ​ministry’s​ ​website​ ​and​ ​online​ ​communications​ ​work​ ​together​ ​as​ ​a​ ​fully​ ​functional
online​ ​mission​ ​station.

High-quality,​ ​focused,​ ​relevant,​ ​applicable​ ​content​ ​is​ ​vital​ ​in​ ​attracting​ ​new​ ​visitors​ ​to​ ​your​ ​online
mission​ ​station.

Today​ ​we​ ​turn​ ​to​ ​Google​ ​for​ ​information.​ ​Think​ ​about​ ​it—if​ ​someone​ ​is​ ​struggling​ ​with​ ​an​ ​issue
close​ ​to​ ​their​ ​heart,​ ​or​ ​of​ ​a​ ​topic​ ​they​ ​are​ ​hesitant​ ​to​ ​discuss​ ​with​ ​another,​ ​they​ ​will​ ​google​ ​it.​ ​So
if​ ​a​ ​person​ ​is​ ​searching​ ​for​ ​“support​ ​group”​ ​or​ ​“cooking​ ​class”​ ​or​ ​“dealing​ ​with​ ​grief”​ ​or​ ​“what
happens​ ​after​ ​we​ ​die,”​ ​etc.,​ ​we​ ​want​ ​to​ ​position​ ​our​ ​online​ ​mission​ ​stations​ ​to​ ​be​ ​visible​ ​to​ ​these
seekers.

An​ ​online​ ​presence​ ​review​ ​is​ ​the​ ​first​ ​step​ ​in​ ​the​ ​content​ ​development​ ​process,​ ​which​ ​will​ ​help
your​ ​online​ ​mission​ ​station​ ​rank​ ​higher​ ​in​ ​Google​ ​search​ ​results,​ ​which​ ​will​ ​attract​ ​more​ ​seekers
to​ ​your​ ​site.​ ​This​ ​document​ ​is​ ​intended​ ​to​ ​share​ ​ideas​ ​and​ ​suggestions​ ​that​ ​will​ ​enhance​ ​the
effectiveness​ ​and​ ​user-friendliness​ ​of​ ​your​ ​online​ ​mission​ ​station.​ ​It​ ​is​ ​in​ ​no​ ​way​ ​a​ ​reflection
upon​ ​the​ ​time​ ​and​ ​effort​ ​already​ ​given​ ​toward​ ​the​ ​development​ ​of​ ​this​ ​site.

This​ ​review​ ​is​ ​conducted​ ​with​ ​your​ ​ministry’s​ ​best​ ​interest​ ​at​ ​heart,​ ​and​ ​each​ ​aspect​ ​of​ ​this
document​ ​is​ ​based​ ​upon​ ​the​ ​latest​ ​in​ ​online​ ​marketing’s​ ​best​ ​practices.​ ​The​ ​Center​ ​seeks​ ​to
apply​ ​these​ ​principles​ ​of​ ​content​ ​marketing​ ​to​ ​your​ ​ministry’s​ ​web​ ​presence,​ ​enabling​ ​you​ ​to
reach​ ​countless​ ​seekers​ ​who​ ​are​ ​already​ ​googling​ ​faith-related​ ​information.

“Any​ ​church​ ​with​ ​an​ ​online​ ​presence​ ​must​ ​answer​ ​the​ ​question,​ ​‘How​ ​do​ ​we​ ​keep​ ​our​ ​website
content​ ​fresh​ ​and​ ​relevant?’”​ ​-​ ​Monk​ ​Development

“A​ ​content​ ​audit​ ​that​ ​focuses​ ​on​ ​quality​ ​and​ ​audience​ ​experience​ ​produces​ ​the​ ​kind​ ​of​ ​site​ ​that
Google​ ​wants​ ​to​ ​rank​ ​well—because​ ​it’s​ ​the​ ​kind​ ​of​ ​site​ ​your​ ​audience​ ​wants​ ​to​ ​watch,​ ​listen​ ​to,
and​ ​read.”​ ​-​ ​Copyblogger.com

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Audit​ ​Categories
Use​ ​this​ ​audit​ ​to​ ​look​ ​at​ ​your​ ​website(s),​ ​social​ ​media​ ​presence,​ ​and​ ​off-site​ ​influence​ ​as​ ​a
whole.​ ​It​ ​will​ ​also​ ​look​ ​at​ ​your​ ​content​ ​page​ ​by​ ​page​ ​and​ ​element​ ​by​ ​element,​ ​to​ ​ensure​ ​your
central​ ​message​ ​is​ ​emphasized​ ​throughout.

This​ ​audit​ ​takes​ ​a​ ​page-by-page​ ​approach,​ ​starting​ ​with​ ​the​ ​foundational​ ​pages.​ ​(Home,​ ​About
Us,​ ​Contact,​ ​Calendar,​ ​Services).​ ​Each​ ​page​ ​is​ ​evaluated​ ​using​ ​the​ ​following​ ​criteria:

● Brand​ ​Clarity​ ​and​ ​Visual​ ​impression

○ Theme/template
○ Customization/originality
○ Color​ ​scheme
○ Balance​ ​of​ ​images/videos/text
○ Mobile​ ​compatibility
● Purpose
○ Overall​ ​mission
○ Goals​ ​for​ ​page
○ Call​ ​to​ ​action
● Clarity​ ​/​ ​Usability​ ​/​ ​Process
○ Readability
○ Scannability
○ User​ ​friendliness
○ Accuracy
○ Navigation
● Timeliness
○ Regular​ ​updates​ ​and​ ​activity
○ Events​ ​and​ ​calendar​ ​(if​ ​applicable)
● Relevance
○ Audience​ ​attraction
○ Persuasive​ ​content
○ Anticipation​ ​of​ ​needs
○ Inclusive​ ​language

Brand​ ​Clarity​ ​&​ ​Visual​ ​Impression

You​ ​don’t​ ​necessarily​ ​have​ ​to​ ​hire​ ​an​ ​expensive​ ​web​ ​designer​ ​to​ ​have​ ​an​ ​aesthetically​ ​pleasing
site,​ ​especially​ ​with​ ​so​ ​many​ ​affordable​ ​options​ ​for​ ​beginning​ ​web​ ​development.
If​ ​you​ ​fully​ ​customize​ ​your​ ​ministry’s​ ​site,​ ​using​ ​original​ ​images,​ ​videos,​ ​and​ ​writing​ ​that​ ​is​ ​well
organized​ ​and​ ​clear,​ ​you​ ​will​ ​attract​ ​more​ ​visitors​ ​to​ ​your​ ​website.

If​ ​you​ ​were​ ​auditing​ ​your​ ​own​ ​site,​ ​we​ ​would​ ​recommend​ ​looking​ ​at​ ​the​ ​page​ ​in​ ​question​ ​on​ ​a
new​ ​computer​ ​or​ ​device​ ​and​ ​just​ ​writing​ ​down​ ​what​ ​descriptions​ ​come​ ​to​ ​your​ ​mind.​ ​Is​ ​your​ ​site
inspiring?​ ​Nice​ ​to​ ​look​ ​at?​ ​Peaceful?​ ​Exciting?​ ​Boring?​ ​Confusing/too​ ​busy?​ ​Bare​ ​bones?
Nondescript?​ ​Is​ ​everything​ ​emphasized,​ ​making​ ​nothing​ ​emphasized?​ ​By​ ​assessing​ ​your​ ​first
impressions​ ​about​ ​what​ ​you​ ​like​ ​or​ ​don’t​ ​like​ ​about​ ​the​ ​page​ ​will​ ​help​ ​you​ ​determine​ ​the

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direction​ ​you’d​ ​like​ ​to​ ​take​ ​it.​ ​How​ ​well​ ​does​ ​it​ ​represent​ ​the​ ​mission​ ​and​ ​collective​ ​personality​ ​of
the​ ​ministry?​ ​Does​ ​your​ ​eye​ ​know​ ​where​ ​to​ ​go​ ​first?

First​ ​impressions​ ​are​ ​everything.​ ​Since​ ​internet​ ​users​ ​are​ ​so​ ​distracted​ ​and​ ​hurried,​ ​eager​ ​to
find​ ​something​ ​that​ ​appeals​ ​to​ ​them​ ​and​ ​meets​ ​their​ ​needs,​ ​we​ ​have​ ​to​ ​draw​ ​them​ ​in​ ​within​ ​2-5
seconds!​ ​We​ ​know​ ​our​ ​ministry​ ​has​ ​something​ ​to​ ​offer​ ​these​ ​seekers,​ ​so​ ​let’s​ ​make​ ​sure​ ​we’re
anticipating​ ​their​ ​needs.

Purpose
For​ ​each​ ​page​ ​on​ ​your​ ​website,​ ​it​ ​is​ ​important​ ​to​ ​determine​ ​why​ ​it​ ​exists.​ ​Is​ ​it​ ​there​ ​to
accomplish​ ​a​ ​goal?​ ​Does​ ​it​ ​serve​ ​a​ ​quantifiable​ ​purpose,​ ​or​ ​is​ ​it​ ​just​ ​there​ ​for​ ​the​ ​sake​ ​of​ ​having
another​ ​page?​ ​According​ ​to​ ​content​ ​marketing​ ​firm​ ​The​ ​Unstuck​ ​Group,​ ​“If​ ​you​ ​find​ ​pages​ ​on
your​ ​site​ ​that​ ​are​ ​redundant,​ ​duplicate,​ ​or​ ​no​ ​longer​ ​serve​ ​much​ ​of​ ​a​ ​purpose,​ ​get​ ​rid​ ​of​ ​them.
Copy​ ​and​ ​paste​ ​the​ ​content​ ​somewhere​ ​else​ ​if​ ​you​ ​don’t​ ​want​ ​to​ ​lose​ ​it,​ ​but​ ​don’t​ ​bloat​ ​your​ ​site
by​ ​assuming​ ​obsolete​ ​pages​ ​aren’t​ ​doing​ ​your​ ​site​ ​any​ ​harm.​ ​They​ ​are​ ​likely​ ​dragging​ ​you​ ​down
in​ ​search​ ​listings.”​ ​(But​ ​do​ ​check​ ​your​ ​Google​ ​Analytics​ ​before​ ​deleting​ ​anything.​ ​If​ ​one​ ​of​ ​these
pages​ ​is​ ​currently​ ​generating​ ​any​ ​type​ ​of​ ​traffic,​ ​see​ ​what​ ​you​ ​can​ ​do​ ​to​ ​update​ ​or​ ​repurpose
this​ ​page​ ​before​ ​deleting​ ​it​ ​altogether.)

To​ ​determine​ ​the​ ​purpose​ ​of​ ​each​ ​of​ ​your​ ​pages,​ ​you​ ​may​ ​need​ ​to​ ​reconnect​ ​with​ ​your
ministry’s​ ​own​ ​collective​ ​mission​ ​and​ ​vision​ ​statements​ ​and​ ​make​ ​sure​ ​they​ ​are​ ​still​ ​relevant​ ​and
fit​ ​for​ ​application​ ​on​ ​the​ ​web​ ​(as​ ​in​ ​not​ ​too​ ​vague,​ ​such​ ​as​ ​“Reaching​ ​out!”​ ​It​ ​must​ ​have​ ​an
applicable​ ​meaning,​ ​such​ ​as​ ​“to​ ​offer​ ​a​ ​friendly​ ​place​ ​to​ ​fellowship​ ​and​ ​learn​ ​and​ ​grow​ ​in​ ​our
Savior,​ ​Jesus​ ​Christ”​ ​or​ ​“to​ ​share​ ​the​ ​Gospel​ ​and​ ​Jesus’​ ​love​ ​within​ ​the​ ​city​ ​of​ ​_______”.

Once​ ​you​ ​have​ ​a​ ​clear​ ​mission​ ​for​ ​your​ ​ministry,​ ​establish​ ​what​ ​your​ ​ministry’s​ ​“selling​ ​points”
are​ ​(Do​ ​you​ ​offer​ ​the​ ​best,​ ​most​ ​inspiring​ ​videos?​ ​Do​ ​you​ ​give​ ​free​ ​food​ ​to​ ​the​ ​community?​ ​Do
you​ ​seek​ ​to​ ​connect​ ​with​ ​the​ ​misunderstood​ ​in​ ​the​ ​community?​ ​Do​ ​you​ ​conduct​ ​a​ ​really​ ​fun​ ​kids
worship​ ​services?).​ ​Then​ ​make​ ​that​ ​your​ ​niche.​ ​Build​ ​your​ ​best​ ​content​ ​around​ ​that,​ ​and​ ​make
sure​ ​your​ ​website​ ​reflects​ ​that​ ​theme​ ​throughout.

Once​ ​the​ ​page’s​ ​purpose​ ​is​ ​established,​ ​is​ ​it​ ​communicated​ ​by​ ​the​ ​current​ ​content​ ​on​ ​the​ ​page?
If​ ​your​ ​page​ ​is​ ​to​ ​get​ ​people​ ​to​ ​come​ ​to​ ​Sabbath​ ​school​ ​and​ ​not​ ​just​ ​church,​ ​are​ ​the​ ​Sabbath
school​ ​times​ ​listed​ ​prominently?​ ​is​ ​there​ ​an​ ​inspiring​ ​description​ ​of​ ​why​ ​the​ ​Sabbath​ ​school​ ​is
so​ ​great?​ ​Determine​ ​what​ ​you​ ​want​ ​people​ ​to​ ​DO​ ​or​ ​THINK​ ​after​ ​visiting​ ​this​ ​page.​ ​What​ ​do​ ​you
want​ ​them​ ​to​ ​come​ ​away​ ​with?​ ​(Call​ ​to​ ​Action)

Clarity/Usability/Process
Once​ ​a​ ​specific​ ​yet​ ​overall​ ​purpose​ ​is​ ​established,​ ​the​ ​next​ ​priority​ ​is​ ​ensuring​ ​that​ ​the​ ​website’s
content​ ​is​ ​clear​ ​in​ ​representing​ ​this​ ​purpose,​ ​and​ ​easy​ ​for​ ​a​ ​new​ ​visitor​ ​to​ ​find​ ​the​ ​information
they​ ​desire.

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The​ ​first​ ​way​ ​to​ ​approach​ ​user-friendliness​ ​is​ ​to​ ​construct​ ​the​ ​page​ ​under​ ​the​ ​assumption​ ​that
the​ ​visitor​ ​has​ ​no​ ​prior​ ​knowledge​ ​of​ ​your​ ​ministry​ ​or​ ​your​ ​website.​ ​For​ ​example,​ ​if​ ​you’re​ ​a
church,​ ​don’t​ ​assume​ ​they’ll​ ​know​ ​to​ ​click​ ​on​ ​Ministries​ ​to​ ​find​ ​Hospitality​ ​Team​ ​to​ ​find​ ​out​ ​if
there​ ​is​ ​a​ ​potluck​ ​meal​ ​after​ ​church.​ ​Use​ ​simple​ ​directions​ ​and​ ​link​ ​to​ ​other​ ​pages/topics​ ​that
are​ ​referenced​ ​in​ ​the​ ​body​ ​text.​ ​For​ ​example,​ ​make​ ​the​ ​church​ ​service​ ​times​ ​link​ ​to​ ​the
calendar,​ ​or​ ​have​ ​the​ ​Sabbath​ ​school​ ​times​ ​link​ ​to​ ​the​ ​list​ ​of​ ​different​ ​Sabbath​ ​schools​ ​available.

The​ ​language​ ​on​ ​the​ ​site​ ​must​ ​be​ ​simple​ ​yet​ ​descriptive,​ ​explaining​ ​any​ ​concepts​ ​that​ ​might​ ​be
unfamiliar​ ​to​ ​an​ ​unchurched​ ​visitor.​ ​For​ ​example,​ ​words​ ​we’re​ ​very​ ​familiar​ ​with​ ​(vespers,
haystacks,​ ​eschatology,​ ​CHIP,​ ​Second​ ​Coming,​ ​Advent,​ ​stewardship,​ ​evangelism,​ ​remnant,
Spirit​ ​of​ ​Prophecy,​ ​doxology,​ ​Pathfinders,​ ​ingathering,​ ​NAD,​ ​VBS,​ ​ADRA,​ ​ACS,​ ​etc.)​ ​are​ ​not
terms​ ​others​ ​outside​ ​the​ ​church​ ​would​ ​use.​ ​In​ ​efforts​ ​to​ ​avoid​ ​intimidating​ ​visitors​ ​or​ ​sounding
foreign​ ​or​ ​irrelevant,​ ​these​ ​terms​ ​can​ ​be​ ​simply​ ​explained​ ​or​ ​even​ ​replaced​ ​with​ ​a​ ​more
common​ ​term.

Navigation​ ​links,​ ​page​ ​titles,​ ​page​ ​descriptions​ ​and​ ​headlines​ ​also​ ​need​ ​to​ ​be​ ​set​ ​up​ ​with​ ​a
first-time​ ​visitor​ ​in​ ​mind.​ ​Can​ ​a​ ​new​ ​reader​ ​scan​ ​through​ ​the​ ​page​ ​easily,​ ​using​ ​headlines​ ​and
subheads​ ​as​ ​a​ ​guide?

Timeliness
Google​ ​pays​ ​close​ ​attention​ ​to​ ​the​ ​amount​ ​of​ ​activity​ ​on​ ​a​ ​website.​ ​If​ ​a​ ​site​ ​is​ ​rarely​ ​updated,​ ​the
ranking​ ​will​ ​plummet.​ ​Furthermore,​ ​AdventistChurchConnect​ ​has​ ​to​ ​revert​ ​your​ ​ministry’s
website​ ​to​ ​version​ ​1.0​ ​if​ ​no​ ​one​ ​logs​ ​in​ ​for​ ​90​ ​days​ ​(the​ ​site​ ​can​ ​be​ ​reactivated,​ ​but​ ​any
customization​ ​is​ ​lost).​ ​On​ ​the​ ​other​ ​hand,​ ​a​ ​website​ ​that​ ​is​ ​regularly​ ​updated​ ​can​ ​indicate​ ​a
healthy,​ ​active​ ​entity​ ​managing​ ​it,​ ​causing​ ​Google​ ​to​ ​take​ ​more​ ​notice.

Outdated​ ​information​ ​also​ ​repels​ ​site​ ​visitors.​ ​If​ ​the​ ​latest​ ​posts​ ​are​ ​over​ ​a​ ​month​ ​old,​ ​it​ ​tells
readers​ ​that​ ​either​ ​nothing​ ​current​ ​is​ ​going​ ​on,​ ​or​ ​no​ ​one​ ​is​ ​placing​ ​enough​ ​importance​ ​on​ ​the
activities​ ​to​ ​maintain​ ​an​ ​updated​ ​site.​ ​They​ ​will​ ​likely​ ​feel​ ​that​ ​this​ ​website​ ​will​ ​not​ ​be​ ​be
sufficient​ ​in​ ​telling​ ​them​ ​what​ ​this​ ​ministry​ ​truly​ ​offers.​ ​Regularly​ ​updated​ ​content,​ ​however,​ ​can
represent​ ​an​ ​active,​ ​motivated​ ​group​ ​that​ ​believes​ ​in​ ​what​ ​they​ ​do.

The​ ​calendar​ ​is​ ​one​ ​of​ ​the​ ​best​ ​places​ ​to​ ​represent​ ​an​ ​active,​ ​thriving​ ​ministry.​ ​Post​ ​any​ ​event
that​ ​might​ ​appeal​ ​to​ ​a​ ​site​ ​visitor,​ ​even​ ​if​ ​it’s​ ​a​ ​minor​ ​event.​ ​It’s​ ​also​ ​best​ ​to​ ​provide​ ​a​ ​full
description​ ​of​ ​each​ ​event​ ​on​ ​the​ ​link​ ​for​ ​each​ ​activity,​ ​so​ ​a​ ​visitor​ ​can​ ​learn​ ​more​ ​about​ ​the
services​ ​your​ ​ministry​ ​offers.

Relevance
“The​ ​first​ ​step​ ​to​ ​shareable​ ​content,​ ​of​ ​course,​ ​is​ ​it​ ​has​ ​to​ ​be​ ​good.​ ​By​ ​good,​ ​I​ ​do​ ​not​ ​mean​ ​it
would​ ​be​ ​publishable​ ​in​ ​the​ ​New​ ​Yorker​​ ​because​ ​it​ ​has​ ​such​ ​a​ ​beautiful​ ​prose​ ​style.​ ​…​ ​Quality

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content​ ​simply​ ​means​ ​that​ ​it​ ​is​ ​solving​ ​a​ ​relevant​ ​audience​ ​problem​ ​in​ ​a​ ​way​ ​that’s
interesting​.”​ ​-Copyblogger.com

This​ ​is​ ​a​ ​big​ ​one.​ ​If​ ​your​ ​site​ ​is​ ​not​ ​relevant​ ​to​ ​today’s​ ​online​ ​mission​ ​field,​ ​it​ ​will​ ​not​ ​become​ ​an
effective​ ​online​ ​mission​ ​station.

Take​ ​time​ ​to​ ​think​ ​about​ ​your​ ​audience.​ ​What​ ​needs​ ​does​ ​your​ ​online​ ​community​ ​have?​ ​What
does​ ​your​ ​ministry​ ​have​ ​that​ ​you​ ​can​ ​offer​ ​them?​ ​What​ ​questions​ ​might​ ​they​ ​ask​ ​about​ ​those
things?​ ​What​ ​phrases​ ​might​ ​they​ ​use?​ ​Build​ ​your​ ​content​ ​around​ ​these​ ​questions—especially
your​ ​site’s​ ​headlines​ ​and​ ​descriptions.

In​ ​regards​ ​to​ ​your​ ​ministry’s​ ​mission​ ​statement​ ​and​ ​selling​ ​points,​ ​here​ ​is​ ​where​ ​the​ ​rubber
meets​ ​the​ ​road.​ ​The​ ​height​ ​of​ ​effectiveness​ ​comes​ ​from​ ​creating​ ​well-written,​ ​interest-piquing
content​ ​that​ ​seeks​ ​to​ ​answer​ ​people’s​ ​questions​ ​and​ ​invite​ ​them​ ​toward​ ​a​ ​relationship​ ​or​ ​to
receive​ ​a​ ​benefit.

NOTE:
The​ ​following​ ​pages​ ​are​ ​a​ ​condensed​ ​version​ ​of​ ​our​ ​complete​ ​Online
Presence​ ​audit.​ ​The​ ​primary​ ​pages​ ​of​ ​a​ ​website​ ​(Home,​ ​About,
Contact)​ ​are​ ​addressed​ ​with​ ​a​ ​step-by-step​ ​review.

For​ ​a​ ​more​ ​complete​ ​template​ ​tailored​ ​to​ ​your​ ​church,​ ​school,
ministry,​ ​conference​ ​or​ ​union,​ ​contact​ ​The​ ​Center​ ​for​ ​Online
Evangelism​ ​at​ ​amyp@centerforonlineevangelism.org

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 Overall​ ​Site​ ​Review

1) Does​ ​this​ ​ministry​ ​use​ ​a​ ​visually​ ​appealing,​ ​easily​ ​readable​ ​template?

2) Is​ ​the​ ​company​ ​name​ ​and​ ​brand​ ​clear​ ​and​ ​consistent​ ​throughout​ ​the​ ​site?

3) Is​ ​the​ ​website​ ​customized,​ ​or​ ​relying​ ​on​ ​stock​ ​content?

4) Is​ ​the​ ​name​ ​and​ ​location​ ​of​ ​the​ ​ministry​ ​clearly​ ​communicated?

5) Does​ ​the​ ​ministry​ ​website​ ​use​ ​a​ ​personalized​ ​URL?​ ​(ex.​ ​Yourministry.com​ ​vs.
yourministry.weebly.com,​ ​etc.)

6) Are​ ​the​ ​navigation​ ​links​ ​well​ ​organized,​ ​so​ ​that​ ​a​ ​new​ ​visitor​ ​can​ ​see​ ​where​ ​to​ ​find
what​ ​they​ ​need?​ ​Are​ ​any​ ​important​ ​navigational​ ​paths​ ​missing​ ​or​ ​buried?​ ​Would​ ​a
site​ ​visitor​ ​need​ ​prior​ ​knowledge​ ​about​ ​the​ ​ministry​ ​or​ ​of​ ​the​ ​site​ ​to​ ​know​ ​where​ ​to
go​ ​to​ ​find​ ​what?

7) Is​ ​it​ ​easy​ ​to​ ​find​ ​out​ ​which​ ​services/programs​ ​your​ ​ministry​ ​offers?

8) Is​ ​there​ ​a​ ​calendar​ ​or​ ​event​ ​listing?​ ​Is​ ​it​ ​filled,​ ​and​ ​is​ ​it​ ​visible​ ​to​ ​readers?

9) It’s​ ​imperative​ ​that​ ​your​ ​site​ ​is​ ​Mobile​ ​Friendly​.​ ​According​ ​to​ ​the​ ​latest​ ​studies,
anywhere​ ​between​ ​34%​ ​and​ ​55%​ ​of​ ​online​ ​use​ ​comes​ ​from​ ​mobile​ ​devices.
Google​ ​now​ ​ranks​ ​mobile​ ​friendly​ ​sites​ ​higher,​ ​in​ ​order​ ​to​ ​cater​ ​to​ ​this​ ​large​ ​and
growing​ ​demographic.​ ​Google​ ​will​ ​even​ ​penalize​ ​sites​ ​that​ ​are​ ​not
mobile-responsive,​ ​causing​ ​them​ ​to​ ​be​ ​pushed​ ​down​ ​significantly​ ​in​ ​the​ ​search
results​ ​(or​ ​they​ ​may​ ​not​ ​appear​ ​at​ ​all).

a) (To​ ​check​ ​the​ ​mobile-friendliness​ ​of​ ​your​ ​site,​ ​visit

https://www.google.com/webmasters/tools/mobile-friendly/?utm_source=wmc-blo
g&utm_medium=referral&utm_campaign=mobile-friendly​​ ​and​ ​enter​ ​your​ ​URL.)

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10) Does​ ​the​ ​site​ ​have​ ​proper​ ​information​ ​listed​ ​in​ ​its​ ​footer?​ ​(name,​ ​address,​ ​phone,
live​ ​link​ ​to​ ​email,​ ​any​ ​necessary​ ​legal​ ​documentation)

11) Does​ ​this​ ​site​ ​have​ ​a​ ​152-character​ ​Meta​ ​Description​ ​set?

12) ​ ​Do​ ​photos​ ​use​ ​ALT​ ​tags,​ ​so​ ​Google​ ​can​ ​read​ ​what​ ​is​ ​in​ ​your​ ​pictures,​ ​and​ ​so
visually​ ​impaired​ ​browsers​ ​can​ ​be​ ​read​ ​what​ ​is​ ​in​ ​the​ ​picture?

13) Does​ ​this​ ​site​ ​include​ ​an​ ​H1​ ​tag​ ​on​ ​each​ ​page,​ ​with​ ​the​ ​topic​ ​and​ ​keyword
included?​ ​(When​ ​looking​ ​at​ ​your​ ​page,​ ​the​ ​H1​ ​or​ ​head​ ​tag​ ​is​ ​going​ ​to​ ​be​ ​the​ ​first​ ​bold
text​ ​seen​ ​on​ ​the​ ​page.​ ​Other​ ​H​ ​tags​ ​can​ ​be​ ​added,​ ​such​ ​as​ ​H2​ ​and​ ​H3,​ ​but​ ​you​ ​need​ ​to
have​ ​at​ ​least​ ​one​ ​H1​ ​tag​ ​on​ ​each​ ​page,​ ​and​ ​no​ ​more​ ​than​ ​one​ ​per​ ​page.​ ​The​ ​H1​ ​tag
tells​ ​Google​ ​the​ ​topic​ ​of​ ​the​ ​page.​ ​H1​ ​tags​ ​do​ ​not​ ​apply​ ​to​ ​images​ ​or​ ​logos,​ ​only​ ​text.​ ​A
page’s​ ​keyword​ ​should​ ​ideally​ ​be​ ​in​ ​the​ ​H1​ ​tag.)

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 Home​ ​Page
To​ ​the​ ​online​ ​world,​ ​the​ ​home​ ​page​ ​is​ ​the​ ​formal​ ​front​ ​door​ ​of​ ​your​ ​organization.​ ​The​ ​primary
purpose​ ​should​ ​guide​ ​the​ ​reader​ ​into​ ​the​ ​rest​ ​of​ ​your​ ​site,​ ​where​ ​the​ ​reader​ ​will​ ​receive​ ​more
detailed​ ​descriptions.​ ​However,​ ​the​ ​home​ ​page​ ​content​ ​should​ ​communicate​ ​in​ ​a​ ​summative
way​ ​the​ ​benefits​ ​and​ ​services​ ​your​ ​ministry​ ​aims​ ​to​ ​provide.

A​ ​home​ ​page​ ​should​ ​not​ ​be​ ​content-heavy,​ ​but​ ​it​ ​should​ ​include​ ​enough​ ​introductory​ ​language
to​ ​guide​ ​the​ ​visitor​ ​in​ ​how​ ​to​ ​navigate​ ​the​ ​site.​ ​It​ ​should​ ​invite​ ​them​ ​to​ ​read​ ​further​ ​or​ ​come​ ​for
an​ ​in-person​ ​visit,​ ​if​ ​applicable.

Note:​ ​Recent​ ​research​ ​has​ ​found​ ​that​ ​the​ ​use​ ​of​ ​sliders/carousels​ ​on​ ​a​ ​home​ ​page​ ​actually
decrease​​ ​reader​ ​engagement—they​ ​end​ ​up​ ​tuning​ ​out​ ​that​ ​particular​ ​content.​ ​While​ ​the​ ​concept
of​ ​sliders​ ​is​ ​convenient​ ​and​ ​dynamic,​ ​please​ ​keep​ ​in​ ​mind​ ​that​ ​websites​ ​using​ ​carousels
typically​ ​don’t​ ​perform​ ​as​ ​well​ ​in​ ​terms​ ​of​ ​usability.

Visual​ ​impression
1. Initial​ ​visual​ ​impression​ ​of​ ​page.​ ​Does​ ​the​ ​eye​ ​know​ ​where​ ​to​ ​go​ ​first?

2. Does​ ​this​ ​page​ ​show​ ​up​ ​well​ ​on​ ​a​ ​mobile​ ​device?​ ​Does​ ​the​ ​user​ ​have​ ​to​ ​scroll
excessively​ ​or​ ​struggle​ ​to​ ​use​ ​the​ ​touchpad​ ​to​ ​click​ ​links?

3. If​ ​the​ ​page​ ​has​ ​a​ ​lot​ ​of​ ​text,​ ​can​ ​a​ ​reader​ ​easily​ ​scan​ ​through​ ​it​ ​to​ ​find​ ​what​ ​they
need?​ ​Would​ ​reading​ ​be​ ​easier​ ​if​ ​it​ ​had​ ​bulleted​ ​lists​ ​or​ ​more​ ​subheads?

4. Does​ ​this​ ​page​ ​appear​ ​to​ ​represent​ ​an​ ​active​ ​ministry,​ ​or​ ​one​ ​that​ ​seldom​ ​has​ ​any
real​ ​activity?

Purpose
1. Is​ ​the​ ​purpose​ ​of​ ​this​ ​page​ ​obvious?​ ​Is​ ​it​ ​overstated,​ ​buried,​ ​or​ ​fragmented?

2. Is​ ​the​ ​purpose​ ​and​ ​overall​ ​message​ ​meaningful​ ​and​ ​interesting?

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 3. Is​ ​the​ ​call​ ​to​ ​action​ ​clearly​ ​communicated?​ ​Is​ ​it​ ​relevant​ ​to​ ​the​ ​mission​ ​of​ ​the
ministry​ ​and​ ​the​ ​purpose​ ​of​ ​the​ ​page?

4. Does​ ​this​ ​page​ ​appear​ ​to​ ​reflect​ ​any​ ​certain​ ​selling​ ​point(s)​ ​of​ ​this​ ​ministry?​ ​If​ ​not,
is​ ​there​ ​evidence​ ​of​ ​an​ ​aspect​ ​that​ ​could​ ​be​ ​developed​ ​into​ ​a​ ​selling​ ​point?

5. What​ ​elements​ ​of​ ​this​ ​page​ ​qualify​ ​as​ ​audience​ ​attraction​ ​items​ ​(anticipate
seekers’​ ​needs)?​ ​How​ ​might​ ​they​ ​be​ ​further​ ​developed?

Clarity​ ​/​ ​Usability

1. Is​ ​the​ ​page​ ​free​ ​of​ ​jargon?

2. Is​ ​the​ ​page​ ​free​ ​of​ ​typographical​ ​errors​ ​and​ ​awkward​ ​wording?

3. Do​ ​photos​ ​have​ ​captions​ ​or​ ​labels​ ​that​ ​engage​ ​the​ ​reader,​ ​causing​ ​them​ ​to​ ​be
curious​ ​about​ ​the​ ​story​ ​the​ ​photo​ ​represents?

4. Do​ ​all​ ​the​ ​links​ ​work?

5. Do​ ​headlines​ ​accurately​ ​represent​ ​each​ ​post/section/article?

6. Is​ ​the​ ​text​ ​formatting​ ​readable?​ ​Would​ ​the​ ​use​ ​of​ ​bullets,​ ​numbers,​ ​subheads,
bolding​ ​or​ ​pull​ ​quotes​ ​increase​ ​scannability?

Timeliness
1. Is​ ​the​ ​page​ ​kept​ ​up​ ​regularly?

2. Are​ ​there​ ​any​ ​outdated​ ​events​ ​or​ ​old​ ​articles/posts?

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 3. Is​ ​the​ ​look​ ​and​ ​feel​ ​outdated?

4. Are​ ​events​ ​posted​ ​with​ ​enough​ ​time​ ​for​ ​planning​ ​and​ ​sign​ ​up?

Relevance
1. Does​ ​the​ ​content​ ​address​ ​the​ ​needs​ ​of​ ​the​ ​community?

2. Does​ ​the​ ​page​ ​describe​ ​a​ ​benefit​ ​for​ ​the​ ​reader?

3. Does​ ​the​ ​page​ ​anticipate​ ​questions?

4. Does​ ​the​ ​page​ ​contain​ ​inclusive​ ​language,​ ​such​ ​as​ ​a​ ​call​ ​to​ ​action​ ​or​ ​a​ ​statement
of​ ​invitation​ ​(join​ ​us​ ​for​ ​____)?

5. Is​ ​the​ ​content​ ​interesting​ ​and​ ​fun​ ​to​ ​read?

6. Are​ ​the​ ​headlines​ ​compelling?​ ​Do​ ​they​ ​describe​ ​a​ ​benefit​ ​to​ ​the​ ​reader,​ ​or​ ​pose​ ​a
question​ ​that​ ​will​ ​inspire​ ​them​ ​to​ ​read?

7. How​ ​do​ ​the​ ​lead​ ​paragraphs​ ​read?​ ​Do​ ​they​ ​grab​ ​the​ ​attention​ ​of​ ​the​ ​reader​ ​and
entice​ ​them​ ​to​ ​read​ ​more?

8. Is​ ​there​ ​a​ ​relationship-building​ ​element​ ​on​ ​this​ ​page?​ ​Does​ ​the​ ​content​ ​ask​ ​the
reader​ ​to​ ​download​ ​sign​ ​up​ ​sheets,​ ​devotionals,​ ​articles,​ ​etc?​ ​Better​ ​yet,​ ​does​ ​this
page​ ​offer​ ​a​ ​way​ ​for​ ​a​ ​reader​ ​to​ ​continually​ ​stay​ ​in​ ​touch,​ ​such​ ​as​ ​allowing​ ​them​ ​to
sign​ ​up​ ​to​ ​receive​ ​a​ ​weekly​ ​newsletter/devotional/prayer​ ​list/​ ​etc.?

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 About​ ​Us
This​ ​is​ ​where​ ​a​ ​visitor​ ​wants​ ​to​ ​find​ ​out​ ​what​ ​your​ ​organization​ ​is​ ​like.​ ​Here​ ​is​ ​where​ ​you​ ​can​ ​list
everything​ ​a​ ​new​ ​visitor​ ​might​ ​need​ ​to​ ​know,​ ​as​ ​well​ ​as​ ​a​ ​description​ ​of​ ​your​ ​ministry’s​ ​collective
personality,​ ​bios​ ​of​ ​the​ ​leadership,​ ​or​ ​even​ ​to​ ​describe​ ​the​ ​selling​ ​points​ ​of​ ​your​ ​ministry.

For​ ​ministries​ ​that​ ​require​ ​a​ ​background​ ​on​ ​Seventh-day​ ​Adventistm,​ ​denominational​ ​info​ ​can
be​ ​supplied​ ​via​ ​a​ ​link​ ​to​ ​Adventist.org,​ ​a​ ​pre-produced​ ​informational​ ​video,​ ​or​ ​a​ ​link​ ​to​ ​a​ ​blog
post​ ​that​ ​summarizes​ ​our​ ​beliefs​ ​in​ ​a​ ​way​ ​that​ ​matches​ ​the​ ​language​ ​and​ ​feel​ ​of​ ​your​ ​own
organization.​ ​For​ ​the​ ​primary​ ​body​ ​text​ ​on​ ​the​ ​About​ ​Us​ ​page,​ ​however,​ ​stick​ ​to​ ​descriptions
about​ ​YOUR​ ​ministry,​ ​rather​ ​than​ ​only​ ​providing​ ​information​ ​about​ ​our​ ​global​ ​church​ ​entity.

The​ ​About​ ​Us​ ​page​ ​is​ ​also​ ​a​ ​great​ ​place​ ​to​ ​link​ ​to​ ​your​ ​other​ ​pages.​ ​As​ ​you​ ​describe​ ​your
ministry,​ ​if​ ​you​ ​mention​ ​any​ ​particular​ ​services,​ ​a​ ​particular​ ​pastor/leader,​ ​or​ ​a​ ​yearly​ ​event​ ​that
helps​ ​define​ ​your​ ​ministry,​ ​link​ ​to​ ​it​ ​right​ ​in​ ​the​ ​description​ ​so​ ​the​ ​reader​ ​knows​ ​where​ ​to​ ​go​ ​for
further​ ​info.

All​ ​in​ ​all,​ ​this​ ​is​ ​a​ ​page​ ​that​ ​helps​ ​a​ ​reader​ ​get​ ​to​ ​know​ ​you.​ ​Here’s​ ​where​ ​you​ ​explain​ ​why​ ​they
would​ ​want​ ​to​ ​connect​ ​with​ ​you—whether​ ​by​ ​emailing​ ​a​ ​request,​ ​subscribing​ ​to​ ​a​ ​blog,​ ​sending
their​ ​kids​ ​to​ ​your​ ​event,​ ​watching​ ​your​ ​videos,​ ​etc.

Visual​ ​impression
1. Initial​ ​visual​ ​impression​ ​of​ ​page.​ ​Does​ ​the​ ​eye​ ​know​ ​where​ ​to​ ​go​ ​first?

2. Does​ ​this​ ​page​ ​show​ ​up​ ​well​ ​on​ ​a​ ​mobile​ ​device?​ ​Does​ ​the​ ​user​ ​have​ ​to​ ​scroll
excessively​ ​or​ ​struggle​ ​to​ ​use​ ​the​ ​touchpad​ ​to​ ​click​ ​links?

3. If​ ​the​ ​page​ ​has​ ​a​ ​lot​ ​of​ ​text,​ ​can​ ​a​ ​reader​ ​easily​ ​scan​ ​through​ ​it​ ​to​ ​find​ ​what​ ​they
need?​ ​Would​ ​reading​ ​be​ ​easier​ ​if​ ​it​ ​had​ ​bulleted​ ​lists​ ​or​ ​more​ ​subheads?

4. Does​ ​this​ ​page​ ​appear​ ​to​ ​represent​ ​an​ ​active​ ​and​ ​relevant​ ​ministry?

Purpose
1. Is​ ​the​ ​purpose​ ​of​ ​this​ ​page​ ​obvious?​ ​Is​ ​it​ ​overstated,​ ​buried,​ ​or​ ​fragmented?

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 2. Is​ ​the​ ​purpose​ ​and​ ​overall​ ​message​ ​meaningful​ ​and​ ​interesting?

3. Is​ ​the​ ​call​ ​to​ ​action​ ​clearly​ ​communicated?​ ​Is​ ​it​ ​relevant​ ​to​ ​the​ ​mission​ ​of​ ​the
ministry​ ​and​ ​the​ ​purpose​ ​of​ ​the​ ​page?

4. Does​ ​this​ ​page​ ​appear​ ​to​ ​reflect​ ​any​ ​certain​ ​selling​ ​point(s)​ ​of​ ​this​ ​ministry?​ ​If​ ​not,
is​ ​there​ ​evidence​ ​of​ ​an​ ​aspect​ ​that​ ​could​ ​be​ ​developed​ ​into​ ​a​ ​selling​ ​point?

5. What​ ​elements​ ​of​ ​this​ ​page​ ​qualify​ ​as​ ​audience​ ​attraction​ ​items​ ​(anticipate
seekers’​ ​needs)?​ ​How​ ​might​ ​they​ ​be​ ​further​ ​developed?

Clarity​ ​/​ ​Usability

7. Is​ ​the​ ​page​ ​free​ ​of​ ​jargon?

8. Is​ ​the​ ​page​ ​free​ ​of​ ​typographical​ ​errors​ ​and​ ​awkward​ ​wording?

9. Do​ ​photos​ ​have​ ​captions​ ​or​ ​labels​ ​that​ ​engage​ ​the​ ​reader,​ ​causing​ ​them​ ​to​ ​be
curious​ ​about​ ​the​ ​story​ ​the​ ​photo​ ​represents?

10. Do​ ​all​ ​the​ ​links​ ​work?

11. Do​ ​headlines​ ​accurately​ ​represent​ ​each​ ​post/section/article?

12. Is​ ​the​ ​text​ ​formatting​ ​readable?​ ​Would​ ​the​ ​use​ ​of​ ​bullets,​ ​numbers,​ ​subheads,
bolding​ ​or​ ​pull​ ​quotes​ ​increase​ ​scannability?

Timeliness
5. Is​ ​the​ ​page​ ​kept​ ​up​ ​regularly?

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 6. Are​ ​there​ ​any​ ​outdated​ ​statements,​ ​events​ ​or​ ​old​ ​articles/posts?

7. Is​ ​the​ ​look​ ​and​ ​feel​ ​outdated?

Relevance
9. Does​ ​the​ ​content​ ​address​ ​the​ ​needs​ ​of​ ​the​ ​community?​ ​The​ ​“why”​ ​for​ ​existing?

10. Does​ ​the​ ​page​ ​describe​ ​a​ ​benefit​ ​for​ ​the​ ​reader?

11. Does​ ​the​ ​page​ ​anticipate​ ​questions?

12. Does​ ​the​ ​page​ ​contain​ ​inclusive​ ​language,​ ​such​ ​as​ ​a​ ​call​ ​to​ ​action​ ​or​ ​a​ ​statement
of​ ​invitation​ ​(join​ ​us​ ​for​ ​____)?

13. Is​ ​the​ ​content​ ​interesting​ ​and​ ​fun​ ​to​ ​read?

14. Are​ ​the​ ​headlines​ ​compelling?​ ​Do​ ​they​ ​describe​ ​a​ ​benefit​ ​to​ ​the​ ​reader,​ ​or​ ​pose​ ​a
question​ ​that​ ​will​ ​inspire​ ​them​ ​to​ ​read?

15. How​ ​do​ ​the​ ​lead​ ​paragraphs​ ​read?​ ​Do​ ​they​ ​grab​ ​the​ ​attention​ ​of​ ​the​ ​reader​ ​and
entice​ ​them​ ​to​ ​read​ ​more?

16. Is​ ​there​ ​a​ ​relationship-building​ ​element​ ​on​ ​this​ ​page?​ ​Does​ ​the​ ​content​ ​ask​ ​the
reader​ ​to​ ​download​ ​sign​ ​up​ ​sheets,​ ​devotionals,​ ​articles,​ ​etc?​ ​Better​ ​yet,​ ​does​ ​this
page​ ​offer​ ​a​ ​way​ ​for​ ​a​ ​reader​ ​to​ ​continually​ ​stay​ ​in​ ​touch,​ ​such​ ​as​ ​allowing​ ​them​ ​to
sign​ ​up​ ​to​ ​receive​ ​a​ ​weekly​ ​newsletter/devotional/prayer​ ​list/​ ​etc.?

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 Calendar
If​ ​your​ ​ministry​ ​involves​ ​community​ ​events,​ ​schedules,​ ​product​ ​launches​ ​or​ ​anything​ ​that​ ​involves​ ​users
needing​ ​to​ ​know​ ​times​ ​and​ ​dates,​ ​a​ ​full,​ ​up-to-date​ ​calendar​ ​represents​ ​an​ ​active,​ ​vibrant​ ​ministry.​ ​If​ ​you
don’t​ ​have​ ​many​ ​things​ ​to​ ​post​ ​in​ ​a​ ​month-style​ ​calendar,​ ​use​ ​an​ ​event​ ​list​ ​style​ ​instead.

Calendar​ ​Event​ ​listings​ ​should​ ​include​ ​calls​ ​to​ ​action/invitation,​ ​as​ ​well​ ​as​ ​detailed​ ​information​ ​that
informs​ ​everyone​ ​how​ ​to​ ​find,​ ​attend,​ ​and​ ​enjoy​ ​the​ ​event.

Visual​ ​impression

1. Does​ ​the​ ​calendar​ ​show​ ​up​ ​well​ ​on​ ​a​ ​mobile​ ​device?​ ​Does​ ​the​ ​user​ ​have​ ​to​ ​scroll
excessively​ ​or​ ​struggle​ ​to​ ​use​ ​the​ ​touchpad​ ​to​ ​click​ ​links?

2. Viewability​ ​and​ ​capacity:​ ​Is​ ​the​ ​calendar​ ​so​ ​full​ ​that​ ​it’s​ ​hard​ ​to​ ​read​ ​the​ ​events?​ ​Is
the​ ​calendar​ ​organized​ ​well?

3. Does​ ​this​ ​calendar​ ​appear​ ​to​ ​represent​ ​an​ ​active​ ​church,​ ​or​ ​one​ ​that​ ​seldom​ ​has
any​ ​real​ ​activity​ ​other​ ​than​ ​Sabbath​ ​church​ ​service?

Clarity​ ​/​ ​Usability

1. Is​ ​the​ ​calendar​ ​free​ ​of​ ​jargon?

2. Is​ ​the​ ​calendar​ ​free​ ​of​ ​typographical​ ​errors?​ ​Is​ ​there​ ​any​ ​wording​ ​that​ ​is​ ​vague,
awkward​ ​or​ ​superfluous?

3. Do​ ​all​ ​event​ ​postings​ ​link​ ​properly​ ​to​ ​a​ ​description​ ​page?

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 4. Do​ ​all​ ​the​ ​links​ ​work?

5. Is​ ​the​ ​text​ ​formatting​ ​readable?​ ​Could​ ​it​ ​be​ ​enhanced?

Timeliness
1. Is​ ​this​ ​calendar​ ​kept​ ​up​ ​regularly?

2. Are​ ​there​ ​any​ ​outdated​ ​events​ ​or​ ​old​ ​articles/posts?

3. Is​ ​the​ ​look​ ​and​ ​feel​ ​outdated?

4. Are​ ​events​ ​posted​ ​with​ ​enough​ ​time​ ​for​ ​planning​ ​and​ ​sign​ ​up?

Relevance

1. Do​ ​event​ ​titles​ ​and​ ​descriptions​ ​communicate​ ​a​ ​benefit​ ​for​ ​the​ ​reader?

2. Does​ ​the​ ​event​ ​descriptions​ ​anticipate​ ​questions?

3. Does​ ​the​ ​event​ ​descriptions​ ​contain​ ​inclusive​ ​language,​ ​such​ ​as​ ​a​ ​call​ ​to​ ​action​ ​or
a​ ​statement​ ​of​ ​invitation​ ​(join​ ​us​ ​for​ ​____)?

4. Are​ ​the​ ​event​ ​descriptions​ ​interesting​ ​and​ ​fun​ ​to​ ​read?

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5. Do​ ​events​ ​link​ ​to​ ​social​ ​media​ ​promotion?

6. Is​ ​there​ ​a​ ​relationship-building​ ​element​ ​on​ ​this​ ​page?​ ​Does​ ​the​ ​content​ ​ask​ ​the
reader​ ​to​ ​download​ ​sign​ ​up​ ​sheets,​ ​devotionals,​ ​articles,​ ​etc?​ ​Better​ ​yet,​ ​does​ ​this
page​ ​offer​ ​a​ ​way​ ​for​ ​a​ ​reader​ ​to​ ​continually​ ​stay​ ​in​ ​touch,​ ​such​ ​as​ ​allowing​ ​them​ ​to
sign​ ​up​ ​to​ ​receive​ ​a​ ​weekly​ ​newsletter/devotional/prayer​ ​list/​ ​etc.?

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 Contact​ ​Us
The​ ​Contact​ ​Us​ ​page​ ​is​ ​what​ ​visitors​ ​come​ ​to​ ​after​ ​they​ ​have​ ​been​ ​“sold”​ ​by​ ​your​ ​organization,
your​ ​mission,​ ​etc.​ ​They​ ​have​ ​been​ ​inspired​ ​to​ ​make​ ​contact,​ ​whether​ ​by​ ​email,​ ​phone,​ ​or
visiting​ ​the​ ​location​ ​in​ ​person.​ ​So​ ​when​ ​they​ ​arrive​ ​on​ ​this​ ​page,​ ​they​ ​must​ ​find​ ​easy​ ​ways​ ​to
establish​ ​a​ ​connection.

The​ ​email​ ​address​ ​listed​ ​should​ ​be​ ​checked​ ​regularly,​ ​the​ ​phone​ ​number​ ​must​ ​be​ ​a​ ​number
that’s​ ​answered,​ ​and​ ​the​ ​phone​ ​number​ ​must​ ​also​ ​match​ ​the​ ​number​ ​listed​ ​in​ ​the​ ​online​ ​yellow
pages​ ​(yp.com),​ ​Google+,​ ​Yelp,​ ​etc.​ ​If​ ​the​ ​location​ ​is​ ​difficult​ ​to​ ​find​ ​for​ ​someone​ ​new,​ ​brief
directions​ ​are​ ​helpful,​ ​noting​ ​landmarks.​ ​It’s​ ​also​ ​necessary​ ​to​ ​have​ ​a​ ​map​ ​with​ ​the​ ​location
already​ ​plugged​ ​in.

While​ ​dramatic​ ​visuals​ ​aren’t​ ​as​ ​much​ ​of​ ​a​ ​priority​ ​here,​ ​the​ ​Contact​ ​page​ ​still​ ​needs​ ​to​ ​be​ ​a
clean,​ ​user-friendly​ ​page.​ ​The​ ​goal​ ​is​ ​to​ ​maintain​ ​the​ ​visitor’s​ ​initial​ ​trust​ ​that​ ​led​ ​them​ ​to​ ​this
page.​ ​And​ ​content​ ​still​ ​needs​ ​to​ ​be​ ​written​ ​to​ ​engage​ ​the​ ​visitor​ ​into​ ​taking​ ​this​ ​step​ ​to
communicate.​ ​Include​ ​a​ ​headline,​ ​an​ ​opening​ ​statement,​ ​and​ ​any​ ​instructions​ ​necessary
for​ ​the​ ​elements​ ​on​ ​the​ ​page.

One​ ​of​ ​the​ ​best​ ​resources​ ​for​ ​a​ ​fully​ ​optimized​ ​Contact​ ​Us​ ​page​ ​can​ ​be​ ​found​ ​at
http://www.nicholasreese.com/perfect-contact-page/

Visual​ ​impression
1. Is​ ​the​ ​organization’s​ ​location​ ​shown​ ​on​ ​a​ ​map?​ ​(Google​ ​map​ ​instructions​ ​can​ ​be​ ​found​ ​at
https://developers.google.com/maps/tutorials/fundamentals/adding-a-google-map​)

2. Does​ ​this​ ​page​ ​show​ ​up​ ​well​ ​on​ ​a​ ​mobile​ ​device?​ ​Does​ ​the​ ​user​ ​have​ ​to​ ​scroll
excessively​ ​or​ ​struggle​ ​to​ ​use​ ​the​ ​touchpad​ ​to​ ​click​ ​links?

Purpose
1. Is​ ​the​ ​call​ ​to​ ​action​ ​clearly​ ​communicated?

Clarity​ ​/​ ​Usability

1. Is​ ​the​ ​page​ ​free​ ​of​ ​jargon?

2. Is​ ​the​ ​page​ ​free​ ​of​ ​typographical​ ​errors​ ​or​ ​awkward​ ​wording?

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 3. Do​ ​all​ ​the​ ​links​ ​work?

4. Is​ ​the​ ​text​ ​formatting​ ​readable?

Timeliness
1. Is​ ​the​ ​information​ ​up​ ​to​ ​date?

2. Is​ ​the​ ​look​ ​and​ ​feel​ ​up​ ​to​ ​date?

Relevance
1. Does​ ​the​ ​page​ ​describe​ ​a​ ​benefit​ ​for​ ​the​ ​reader?

2. Does​ ​the​ ​page​ ​anticipate​ ​questions?

3. Does​ ​the​ ​page​ ​contain​ ​inclusive​ ​language,​ ​such​ ​as​ ​a​ ​call​ ​to​ ​action​ ​or​ ​a​ ​statement
of​ ​invitation​ ​(See​ ​for​ ​yourself​ ​why​ ​we​ ​are​ ​so​ ​passionate​ ​about​ ​____​ ​!​ ​or​ ​Start
Learning​ ​with​ ​us​ ​now​ ​about​ ​...​ ​)?

4. Is​ ​there​ ​a​ ​relationship-building​ ​element​ ​on​ ​this​ ​page?​ ​Does​ ​the​ ​content​ ​ask​ ​the
reader​ ​to​ ​download​ ​sign​ ​up​ ​sheets,​ ​devotionals,​ ​articles,​ ​etc?​ ​Better​ ​yet,​ ​does​ ​this
page​ ​offer​ ​a​ ​way​ ​for​ ​a​ ​reader​ ​to​ ​continually​ ​stay​ ​in​ ​touch,​ ​such​ ​as​ ​allowing​ ​them​ ​to
sign​ ​up​ ​to​ ​receive​ ​a​ ​weekly​ ​newsletter/devotional/prayer​ ​list/​ ​etc.?

NOTE:​ ​A​ ​motivating​ ​call-to-action​ ​describes:​ ​What​ ​you​ ​want​ ​the​ ​prospect​ ​to​ ​do.​ ​Why
they​ ​should​ ​do​ ​it.​ ​How​ ​they​ ​do​ ​it.

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Resources:
Monk​ ​Development
“Church​ ​Content​ ​Strategy”
http://bit.ly/1KGjK2U

The​ ​Unstuck​ ​Group

“4​ ​Things​ ​About​ ​Content​ ​Marketing​ ​and​ ​the​ ​Church”
http://tonymorganlive.com/2013/11/27/4-things-content-marketing-church/

CopyBlogger.com
“How​ ​to​ ​Conduct​ ​a​ ​Content​ ​Audit​ ​for​ ​Quality​ ​and​ ​Audience​ ​Experience”
http://www.copyblogger.com/content-audit/

CopyBlogger.com
“8​ ​Incredibly​ ​Simple​ ​Ways​ ​to​ ​Get​ ​More​ ​People​ ​to​ ​Read​ ​Your​ ​Content”
http://www.copyblogger.com/scannable-content/

The​ ​Unstuck​ ​Group

“People​ ​Aren’t​ ​Talking​ ​About​ ​Your​ ​Message:​ ​7​ ​Mistakes​ ​Churches​ ​Make​ ​with​ ​Content
Marketing”
http://tonymorganlive.com/2013/12/17/people-arent-talking-message-7-mistakes-churches-mak
e-content-marketing/

Copyblogger.com
“Three​ ​Steps​ ​That​ ​Guarantee​ ​Every​ ​Word​ ​of​ ​Your​ ​Copy​ ​Gets​ ​Read”
https://www.copyblogger.com/get-copy-read/

Smartblogger.com
“20​ ​Rules​ ​for​ ​Writing​ ​So​ ​Crystal​ ​Clear​ ​Even​ ​Your​ ​Dumbest​ ​Relatives​ ​Will​ ​Understand”
https://smartblogger.com/crystal-clear-writing/?inf_contact_key=3b2f0303416417ad7acce334aa
d05ef8e5e3e6c4b3d8085dea49850187238198

theSEMpost.com
“Google​ ​Rewrites​ ​Quality​ ​Rating​ ​Guide—What​ ​You​ ​Need​ ​to​ ​Know​ ​to​ ​Get​ ​Found​ ​in
Searches”​ ​ ​(What​ ​readers​ ​are​ ​looking​ ​for​ ​and​ ​how​ ​they​ ​decide​ ​what​ ​to​ ​read/use)
http://www.thesempost.com/google-rewrites-quality-rating-guide-seos-need-know/

Google
“Check​ ​Your​ ​Site’s​ ​Search​ ​Performance”
https://support.google.com/webmasters/answer/34444?hl=en
Note​ ​the​ ​list​ ​under​ ​the​ ​subhead,​ ​“Make​ ​sure​ ​your​ ​content​ ​is​ ​relevant​ ​and​ ​useful.”

AdventistChurchConnect
GNA​ ​Webinar:​ ​“Three​ ​Trends​ ​in​ ​Local​ ​Online​ ​Marketing​ ​That​ ​Will​ ​Transform​ ​(or​ ​Kill)​ ​Your
Church​ ​or​ ​School​ ​Website”
http://help.adventistchurchconnect.com/article/174/live-training/free-online-webinars

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