Breaking the Communication Barrier

In our two decades of working alongside ministries, one challenge has consistently risen to the surface: communication. Many churches struggle with reaching new people, sustaining growth, and keeping their messaging relevant. While church leaders are passionate about their mission, the ability to effectively communicate that mission, both in person and online, can often feel like an uphill battle.

2021-2023 Information Church Study

A while back we conducted an informal study, analyzing the communication practices of 1,000 conservative evangelical churches in the United States. These churches varied in size, from congregations of fewer than 50 members to those exceeding 3,000. The goal was to assess online practices, pinpoint areas of strength and weakness, and provide practical recommendations for improvement.

Why Effective Church Communication Matters More Than Ever

Churches are facing a tough reality. Overall church attendance is declining, and more churches are closing their doors each year. In this landscape, effective communication isn’t just a nice-to-have, it’s essential for survival and growth. If people can’t easily find or understand your message, they won’t engage. And if they don’t engage, they won’t stick around.

Our research highlighted four primary categories of churches based on their communication effectiveness:

 

The Strugglers (47%)

Nearly half of the churches we studied struggled significantly with communication. Their websites were outdated (often 7 to 10+ years old), difficult to navigate, and not mobile-friendly. They often failed to provide compelling reasons for engagement, lacked clarity in their messaging, and seemed unsure of their audience. These weaknesses made it difficult for them to connect with new visitors and retain existing members.

The Average Performers (42%)

Another large segment of churches fell into what we call the “average” category. Their communication wasn’t necessarily bad, but it wasn’t great either. These churches typically used basic website templates, had limited mobile functionality, and had a shallow understanding of their audience. Their messaging was often generic and inconsistent across different platforms. While they weren’t in crisis mode, they certainly had room for improvement.

The Poorly Presented (8%)

A smaller percentage of churches had serious presentation issues that severely hindered their outreach efforts. These churches suffered from outdated designs, complete lack of mobile usability, unclear messaging, and an overall uninviting online presence. Unfortunately, their communication often acted as a deterrent rather than an invitation.

The Success Stories (3%)

On the other end of the spectrum, 3% of churches stood out as highly effective in their communication. These churches had:

• Modern, easy-to-navigate website designs
• Mobile-friendly communication platforms
• A strong understanding of their audience
• Clear, concise, and engaging messaging
• Consistency across all communication channels

These churches didn’t necessarily have massive budgets or tech-savvy teams, but they made strategic communication a priority, and it showed.

What Can Churches Do to Improve?

Regardless of where a church falls on this spectrum, there are practical steps that can be taken to improve communication and engagement. Here are some key takeaways from our study:

1. Clarify Your Message

If someone visits your website, social media pages or , can they quickly understand who you are, what you believe, and why they should visit? Unclear messaging, vague mission statements, or excessive “churchy” jargon can confuse or alienate newcomers. Your church’s message should be simple, compelling, and easy to grasp at a glance.

Steps to Take:

• Craft a Clear and Concise Mission: State who you are and what you believe in a way that is inviting and understandable to everyone.
• Use Simple, Engaging Language: Avoid theological jargon that may be unfamiliar to new visitors.
• Highlight Key Calls to Action: Clearly guide visitors to the next step: “Plan a Visit,” “Join a Small Group,” “Watch a Sermon.”
• Leverage Storytelling: Share real-life testimonies and community impact stories to make your message more personal and relatable.

2. Define Your Audience

Who are you trying to reach? New believers? Young families? Retirees? Churches that take the time to define their audience can create messaging that resonates, leading to greater engagement and growth. A one-size-fits-all communication approach often results in disconnected messaging that doesn’t effectively speak to anyone.

Steps to Take:

• Conduct Surveys or Community Conversations: Gather feedback from church members and visitors to understand their interests, needs, and barriers to engagement.
• Create Audience Personas: Develop profiles for different groups (e.g., “Young families looks for meaningful connections”) to tailor messaging accordingly.
• Use Analytics Tools : Track website and social media engagement to see what content resonates most with your audience.
• Segment Communication: Create targeted content for different groups, such as dedicated emails for parents, youth event updates, or resources for seekers exploring faith.

3. Prioritize Mobile Usability

More than 60% of web traffic today comes from mobile devices. If your church website isn’t mobile-friendly, you’re losing potential visitors before they even step foot in your building. Many people will first encounter your church through a Google search or a shared link, and if the website is difficult to navigate on a smartphone, they may never return. Ensuring a seamless mobile experience should be a top priority.

Steps to Take:

• Implement a Mobile-Responsive Design: Ensure your website automatically adjusts to different screen sizes for a smooth user experience.
• Simplify Navigation: Service times, location, and contact information should be front and center, easily accessible with a few taps.
• Optimize Load Speed: Compress images and eliminate unnecessary plugins to ensure fast page loading times.

4. Update Your Design

An outdated website or poorly designed materials can make your church seem disconnected from modern communication standards. If your website looks like it was built in 2008, it might be time for a refresh. Clean, modern, and user-friendly designs build trust, credibility, and engagement.

Steps to Take:

• Conduct a Website Audit: Assess if your website feels welcoming, visually appealing, and easy to use.
• Use Modern, Clean Layouts: Prioritize whitespace, readable fonts, and visually appealing images to create a professional look.
• Ensure Brand Alignment: Use consistent colors, logos, and imagery that reflect your church’s identity.
• Focus on Accessibility: Make sure text is easy to read, navigation is intuitive, and videos include captions for accessibility.

5. Be Consistent Across Platforms

Your website, social media, email newsletters, and printed materials should all communicate a cohesive message. If someone visits your website and then checks your Facebook page, they should see the same core messages and branding. Consistency builds trust and helps people recognize your church’s unique identity.

Steps to Take:

• Develop Brand Guidelines: Establish a clear style guide covering logo use, fonts, colors, and messaging tone.
• Create a Content Calendar: Plan out regular updates for your website, social media, and email newsletters to maintain consistency.
• Align Digital and Print Materials: Ensure your bulletin, slides, emails, and website updates all communicate the same key messages.
• Train Staff and Volunteers: Provide clear communication guidelines to ensure messaging remains unified across all platforms.

6. Offer Compelling Reasons to Engage

People need a reason to take the next step beyond Sunday services. Whether it’s joining a small group, volunteering, or attending an event, your communication should encourage action and help people see the value of deeper engagement.

Steps to Take:

• Clearly Highlight Opportunities to Connect: Feature upcoming events, small groups, and serving opportunities prominently.
• Make Calls to Action Prominent: Use clear buttons and links that direct people toward signing up, attending, or getting involved.
• Showcase Personal Stories: Highlight testimonials of people who have benefited from deeper church involvement.
• Follow Up with Visitors: Use email sequences or personal outreach to invite newcomers to take their next step.

A Path to More Effective Communication

The good news is that any church, regardless of its size or budget, can take steps to improve its communication strategy. Even small changes—like making your website more mobile-friendly or refining your messaging—can make a big difference.

For churches in the struggling category, an intentional strategy focused on the basics (website design, mobile usability, and clear messaging) can provide immediate improvement. For those in the average category, refining their approach and adding consistency across platforms can elevate their communication effectiveness. And for those in the poor presentation category, a complete overhaul may be necessary to regain credibility and engagement.

Moving Forward

The churches that succeed in the coming years will be the ones that understand the importance of communication and take proactive steps to improve. This isn’t about flashy marketing or gimmicks—it’s about making sure the message of the gospel is accessible, clear, and compelling.

At Keenly, we’re passionate about helping churches bridge the gap between their mission and their messaging. If you’re ready to take your church’s communication to the next level, we’d love to help you navigate the path forward.

Because at the end of the day, it’s not just about having a website or social media presence—it’s about effectively reaching people with the hope and love of Christ. And that’s a message worth communicating well.