Websites are communications tools, and to use a communications tool effectively, you need to know who your audience is. While many functions of a church website are helpful for your current members, 75-90% of the content on your site should be skewed toward newcomers and potential visitors to your church.
Several studies show that about 90% of people who will visit your church have looked first at your website. We can assume that some people looked at your site and decided not to visit. Your website is THE place–the first place– where you can offer hospitality and invitation to people who might be interested in your church.
So it’s critical that (as much as you are able) you try to organize and write the content for visitors– people who know absolutely nothing about your church. Some of that is clues about your theology (progressive or conservative?), your worship style (contemporary or traditional?) and your dress-norms (ties & dresses or jeans & shorts?). But also include the information that a newcomer would need to participate in any program or ministry you describe– or at least give a contact person for more info. For example, “To sing in the choir, just show up at Thursday night rehearsal.”
Sure, your current members will find some usefulness in your website, but you already probably have several other ways to communicate with them: the bulletin, verbal announcements, mailings, a Facebook Page, etc. Your church website is the primary communications tool for reaching newcomers.
Related post: Effective Home Pages for Churches