"Suppose one of you wants to build a tower. Won’t you first sit down and estimate the cost to see if you have enough money to complete it? For if you lay the foundation and are not able to finish it, everyone who sees it will ridicule you, (Luke 14:28-29) Then Jesus told his disciples, "If anyone would come after me, let him deny himself and take up his cross and follow me. For whoever would save his life will lose it, but whoever loses his life for my sake will find it. For what will it profit a man if he gains the whole world and forfeits his soul? Or what shall a man give in return for his soul? (Matthew 16:24-26)
Since my retirement at the end of last year, I have been thinking a lot about web sites in general and Ascension’s web site in particular. This thinking has led me down a path that I had not, and probably you have not either, seriously contemplated before. What is our church "selling" and how much does it cost? When someone is contemplating entering our doors, what are they looking for? What are they looking to acquire?
Most church web sites are similar. Here are a few pictures, here is a brief statement of what we believe, here are our worship times, here are the activities going on at our church, here are pictures and brief bios of our staff, and here are some links you can follow if you want to find out more. Is that what the church is "selling"? A worship service, perhaps with a praise band, that is more entertainment than participation? A youth program? Lots of social opportunities? A staff of attractive people? What exactly is that church offering, what is it "selling" and what is its cost?
Switching to the more general topic of non-church web sites, when I visit a web site, I am typically looking for something specific. If a bookstore, I am looking for a specific book or perhaps a book of a particular genre or by a favorite author. If an electronics store, I am looking for a television or some other electronic device. If Home Depot or Lowes, I am looking for outdoor equipment, outdoor plants, paint, or hardware of some other type. In other words, when I frequent a web site there is typically something specific that I am looking to acquire. For each of the items I am looking to acquire, I want to know certain information such as specs, cost, reviews, etc.
But what about a church? What is a church "selling" that I am looking to acquire and what does it cost? An hour of entertainment on Sunday morning? A group of people that could become friends? Something to occupy my kids to keep them out of trouble? Counseling? An opportunity to put a check mark inside the "I attended church" check box or the "I’ve done my part so I’m good with God" check box?
A true Christian church should be "selling" a belief system, an ideology, a world view. The cost to acquire this belief system is free, but the cost after acquisition is very high. Yet the benefits, forgiveness of sins, peace with God, eternal salvation, etc., of this belief system far outweigh the costs (taking up your cross and following Jesus). Therefore, what the true Christian church is "selling" is far more valuable than anything else but also far more expensive.
Our church web site, since this is now the façade more so than the building itself, that is presented to the outside world, should reflect what our church is "selling". Are we "selling" worship times, a staff of individuals, a calendar of activities? Are we doing false advertising trying to make our church attractive to the outside world? Or are we "selling" Jesus Christ crucified, our Lord and Savior? Are we offering forgiveness of sins, peace with God, and eternal life? Are we offering answers to life’s truly important questions? Are we offering a support system of believers who will help with whatever struggles need to be faced? And, on the other hand, are we presenting a true picture of the cost of admission? Are we giving the web site viewer a true cost/benefit picture?
If someone is already a member of the Lutheran Church, Missouri Synod, then maybe pictures of the building and staff and a church calendar of activities are what they want to know. Therefore, these items should be readily available via the web site, but they shouldn’t be the focus. The thrust of our church website should be what we are offering and what it costs.
While a non-Lutheran who encounters our web site is probably not looking for a complete change in their belief system or ideology, they probably are looking for answers to life’s important questions. What happens to me when I die? Why am I here? What is my purpose? How can I cope with whatever struggles I am facing, whether they are financial, interpersonal, physical, emotional, spiritual, etc.? Therefore, since we have the answers to the difficult questions, or as Peter stated it "Lord, to whom shall we go? You have words of eternal life" (John 6:68), our web site should reflect this.