We live in a visual age. Experts say our brains process images much faster than words. Thus, web viewers have an immediate impression of the overall arrangement of words and text on a Web page. Visuals carry the primary impression. Only secondarily do web viewers absorb the content of the words on the page.

Pastors are usually word oriented. They and other congregational leaders generate announcements of events and descriptions of the church that are usually designed for newsletters, brochures, and printed bulletins. Web designers edit these verbal texts, usually shortening them significantly, and pair them with photos and other images to create a pleasing whole.

Note the disconnect here. Congregational leaders are charged with shepherding the congregation and communicating its vision, yet the aspect of the website that carries the greatest impact—the visual components, such as photos and graphics, as well as the overall visual structure—is usually determined by one person, the web designer. This person is usually a member of the congregation who volunteers to create the site, a paid employee, or a paid independent contractor. In very few cases is the designer a leader of the congregation.

Many congregational websites are quite effective and interesting, but are they communicating the values of the congregation in ways that mesh with the vision for the congregation established by its leaders? Unless leaders of congregations take websites seriously, websites will continue to be the work of one person, or a small number of people, who may or may not be closely connected to the leaders and their vision.

Next:  A word about images

This resource was written by Lynne M. Baab, author of the book "Reaching Out in a Networked World: Expressing Your Congregation's Heart and Soul"  (The Alban Institute).