GCC Ministry Team Leaders

Web Site Content Tutorial

April 12, 2003
Key Website Design Technologies

• Prayer
• Patience
• Persistence
 Using E-zekiel
Template and Persistent Navigation With Our Stuff
Most Important Objective
 Most Important Objective

Know your target audience!

 Target Audience
Household Technology Penetration, by Faith 
Commitment, 1995­2000 

 
 
2003 
All 
2000 
All 
1995  2003 Born 
All  Again 
Adults  Adults  Adults  Christians 
2003 
Not 
Born 
• Faith not a technology
Again 

Cellular 
telephone 
65%  58%  26%  68%  64%  adoption differentiator
Digital Camera  36%  NA  NA  36%  36% 

GPS System for 
car 
8%  NA  NA  8%  8%  • They can “hear us now”
DVD Player  56%  18%  NA  56%  55% 

Satellite Dish for 
TV 
28%  19%  NA  29%  27%  • PC in the home is still
growing
Home Theater 
32%  30%  34%  30%  34% 
System 

CD­ROM for PC  58%  54%  13  57%  58% 

Desktop 
Computer 

Laptop/notebook 
57%  55%  33%  57%  57% 
• High speed access
23%  16%  7%  22%  23% 
PC 

Palmtop 
computer 
14%  8%  NA  14%  15% 
– ~ 1/4th of users
Home Internet 
Access 
59%  50%  7%  59%  59% 
– Fast adoption rate
Internet access 
on another  36%  NA  NA  34%  37% 
computer 

High Speed 
23%  NA  NA  23%  24% 
Internet 

Sample Size  1010  1002  1007  377  627 

 

Source: Barna Research Group, Ltd., Ventura, CA.  

 Target Audience
Adult Americans Internet Connection
123 Million
7%

15%
Other
DSL
Cable
55% Dial-up

23%

Source: Barna Research Institute, 4/1/2003

 Target Audience
2 Key, Yet Distinct Segments

Potential Visitors Existing Members

Transient or
Non-Christian Relocating
Visitors Visitors
 Target Audience
2 Key, Yet Distinct Segments

Potential Visitors Existing Members

 Target Audience
Potential Visitors
Priority: Primary
Self-paced new relationship
•Considering Grace
•Website is a “safe place”
•Freely investigate & explore
•Do I have to wear a tie?
•Are there facilities for my kids?
•What denomination are you?
•What do Christians believe?
•Why do people go to church?
Existing Members
Priority: Secondary
Existing relationship enhancement
•Already familiar with Grace
•Uses existing info resources
•Expands info access process
•Who is preaching next Sunday?
•Is Bridge meeting this week?
•Where’s the phone directory?
•I lost my bulletin, help!
 Target Audience
Potential Visitors Existing Members
“Relational” “Referential”
Objective: Audience Capture Objective: Information Deployment
•Web dialogue: surfing •Web dialogue: searching
•Maximize contact time •Minimize idle “surfing”
•Draw viewers in •Keep viewers happy

Build a relationship with the inquiring visitor

 How Do Viewers View?
Scanners Searchers
•Enjoy seeking •Looking for specific items
•Like to browse •Want to find all items quickly
•Exploring is fun, wasting time isn’t
Want: “brows-able”, easy to Want: a great search engine
navigate content and layout

Saving time is important to both

How Do Viewers View?

Don’t Make Me Think; Ch 2; pg. 21

How Do Viewers View?

Don’t Make Me Think; Ch 2; pg. 23

 How Do Viewers View?
Designers Think They… Viewers Actually…
•Read everything •Glance
•Appreciate everything •Scan
•Take everything into account •Click on first item of interest
Think it’s “Great literature” Think it’s a “Billboard at 60 m.p.h.”

Don’t compose for ones own satisfaction

Humor: viewers are rational and attentive
 How Do Viewers View
“How Users Read on the Web”*

They Don’t!

Only 16% of viewers tested would

read word-for-word.

Alertbox column by Jakob Nielsen; October, 1987

 Web Page Content
Less Is More Best
Given general communications material
• Cut word count by ½
• And then by ½ again, if possible

50 – 75% word count reduction

E.B. White’s 17th Rule from The Elements of Style

Omit needless words
 Ruthless Editing Benefits
• Reduced page noise level
• Increased useful content prominence
• Shorter pages, less scrolling
• More at a glance
• Removes no value “small talk”
• Removes self-congratulatory promo content
 Ruthless Editing: An Example
Before: 103 Words
“The following questionnaire is designed to provide us with
information that will help us improve the site and make it
more relevant to your needs. Please select your answers from
the drop-down menus and radio buttons below. The
questionnaire should only take you 2-3 minutes to complete.
At the bottom of this form you can choose to leave your name,
address, and telephone number. If you leave your name and
number, you may be contacted in the future to participate in a
survey to help us improve this site.
If you have comments or concerns that require a response please
contact Customer Service.”
Steve Krug, Don’t Make Me Think; Ch. 5
 Ruthless Editing: An Example
The following questionnaire is designed to provide us with information that
will help us improve the site and make it more relevant to your needs.

The first sentence is just introductory happy talk. I know what a survey is for;
all I need is the words "help us" to show me that they understand that I'm
doing them a favor by filling it out.

Steve Krug, Don’t Make Me Think; Ch. 5

 Ruthless Editing: An Example
The following questionnaire is designed to provide us with information that
will help us improve the site and make it more relevant to your needs.

The first sentence is just introductory happy talk. I know what a survey is for;
all I need is the words "help us" to show me that they understand that I'm
doing them a favor by filling it out.

Please select your answers from the drop-down menus and radio buttons
below.

Most users don't need to be told how to fill the ones who do won't know what
"radio button" are anyway.

Steve Krug, Don’t Make Me Think; Ch. 5

 Ruthless Editing: An Example
The questionnaire should only take you 2-3 minutes to complete.

At this point, I'm still trying to decide whether to bother with this
questionnaire, so knowing that it's short is useful information.

Steve Krug, Don’t Make Me Think; Ch. 5

 Ruthless Editing: An Example
The questionnaire should only take you 2-3 minutes to complete.

At this point, I'm still trying to decide whether to bother with this
questionnaire, so knowing that it's short is useful information.

At the bottom of this form you can choose to leave your name, address, and
telephone number. If you leave your name and number, you may be
contacted in the future to participate in a survey to help us improve this
site.

This instruction is of no use to me at this the end of the questionnaire where I

can only effect is to make the instructions look.

Steve Krug, Don’t Make Me Think; Ch. 5

 Ruthless Editing: An Example
If you have comments or concerns that require a response please contact
Customer Service.”

The fact that I shouldn't use this form if I want an answer is useful and
important information. Unfortunately, though, they don't bother telling me
how I contact Customer Service-or better still, giving me a link so I can
right here.

Steve Krug, Don’t Make Me Think; Ch. 5

 Ruthless Editing: An Example
After: 41 Words
Please help us improve the site by answering these questions. It
should only take you 2-3 minutes to complete this survey.

NOTE: If you have comments or concerns that require a response

don't use this form. Instead, please contact Customer Service.

Steve Krug, Don’t Make Me Think; Ch. 5

 Ruthless Editing: An Example
Before: 103 Words
“The following questionnaire is designed to provide us with
information that will help us improve the site and make it
more relevant to your needs. Please select your answers from
the drop-down menus and radio buttons below. The
questionnaire should only take you 2-3 minutes to complete.
At the bottom of this form you can choose to leave your name,
address, and telephone number. If you leave your name and
number, you may be contacted in the future to participate in a
survey to help us improve this site.
If you have comments or concerns that require a response please
contact Customer Service.”
Steve Krug, Don’t Make Me Think; Ch. 5
 Ruthless Editing: An Example
After: 41 Words
Please help us improve the site by answering these questions. It
should only take you 2-3 minutes to complete this survey.

NOTE: If you have comments or concerns that require a response

don't use this form. Instead, please contact Customer Service.

Steve Krug, Don’t Make Me Think; Ch. 5

 Writing Style Impact
Content Style Description Impact
Promotional Writing Using “marketese” found on many 0%
commercial websites
Concise Text About half the word count 58%

Scannable Layout Promotional text in layout that 47%

facilitates scanned reading
Objective Language Neutral instead of subjective, 27%
boastful, or exaggerated language
Combined Version All 3 improvements together 124%

Source: Jakob Nielsen

 Writing Style Impact
Promotional Writing Impact: 0%
Nebraska is filled with internationally recognized attractions
that draw large crowds of people every year, without fail. In
1996, some of the most popular places were Fort Robinson
State Park (355,000 visitors), Scotts Bluff National Monument
(132,166), Arbor Lodge State Historical Park & Museum
(100,000), Carhenge (86,598), Stuhr Museum of the Prairie
Pioneer (60,002), and Buffalo Bill Ranch State Historical Park
(28,446).

Source: Jakob Nielsen

 Writing Style Impact
Combined Version Impact: 124%
In 1996, six of the most-visited places in Nebraska were:
• Fort Robinson State Park
• Scotts Bluff National Monument
• Arbor Lodge State Historical Park & Museum
• Carhenge
• Stuhr Museum of the Prairie Pioneer
• Buffalo Bill Ranch State Historical Park

Source: Jakob Nielsen

Layout Impact – “Above The Fold”
Keep important stuff
“above the fold”
– Breaking story
– Byline photo

Web Page Lesson:

• Keep important stuff in
1st page screen
Layout Impact – “Below The Fold”
“Bait” reader to flip paper with
interesting “hooks”
– Table of contents
– Today's weather
– Sidebar article traversing fold causing
“flip-to-follow”

Web Page Lesson:

• Same “hook” tactic
• Highlight info – bottom right
• “Curiosity”, “Did you know..
Layout Impact: Utilize Hyperlinks
• Refer to body copy
elsewhere
• Leverage
• Don’t Duplicate

Facilitate browse and click

 Layout Impact: Utilize Hyperlinks
• Events’ and activities’ by titles and dates link
to “detail” page for the event or activity
• Link to other “utility” pages (e.g. “How To
Contact Us” page)
• Link to leveraged programs (e.g. Indoor Park
page linked to from PCTW and Childrens
Ministry
What Does This All Mean?!

A hypothetical ministry web page

Chess For Christ

What might that page look like?

What Does This All Mean
• Above the fold keynotes
• Below the fold hooks
Full
Screen

• Carefully used graphics

• Little or no prose

Full
Screen

Semi - Full
Screen
What Does This All Mean?
What Does This All Mean?
• Compartmentalized content
– “ice-cubing”
• Multi-column
– Scannable
– Efficient content/space usage

• Template “look and feel”

– Enhanced usage
– Easier navigation
 What Is The “Next Step”
• Already have a brochure? Leverage content!
• Think bulleted, not prose
• Think of key sections as separate compartments:
– Byline, motto or scripture reference
– Description
– Highlights
– Question & Answers (nice texture change)
– Events & Activities
– Hooks & Baits
• Graphic(s) utilization
What Not To Do 
What Not To Do 
What Not To Do 
What Not To Do 
What Not To Do 
What Not To Do 
Only a graphic
designer could love!
LifePoint Christian Churc
www.lifepointchurch.com
 Some Interesting Walk Throughs
• Evergreen Christian Church
• Lake Bible Church
• McLean Bible Church
Evergreen Community Church
www.evergreenchurch.com
Evergreen Community Church
www.evergreenchurch.com
Evergreen Community Church
www.evergreenchurch.com
Lake Bible Church
www.lakebible.org
Lake Bible Church
www.lakebible.org
McLean Bible Church
www.mcleanbible.org
McLean Bible Church
www.mcleanbible.org
McLean Bible Church
www.mcleanbible.org
McLean Bible Church
www.mcleanbible.org
 McLean Bible Church
www.mcleanbible.org

An outstanding home
page, but…
McLean Bible Church
www.mcleanbible.org
Grace Community Church
www.gracecc.net
 If You Only Read One Thing
Subscribe to the Web Evangelism Bulletin
Go to: http://www.gospelcom.net/guide/resources/bulletin.php

… and if you want to surf a good web site check

out “Online Evangelism”
Go to: http://www.gospelcom.net/guide/index.php