What you’re doing wrong on your website and how to get it right.
“What should I do, Russ? Should I get rid of the guy and make sure he never gets in front of the camera again?” “Uh, no. But you’re also asking the wrong question. You’re asking what you should do now, and instead you should be asking what you should have done better… in the beginning.” Out of this short conversation came a much larger discussion: How to properly set people and projects up for success and evaluate them with the whole picture in mind.
When it comes to websites and analytics, we often look at data through the lens of Google Analytics, Fathom Analytics, Kissmetrics, and the rest of the analytic tools out there. The danger in doing so is that you’re presented with a very narrow view of the numbers and only through the lens they want you to see. And if you don’t know how to interpret the data, you will often end up misinterpreting it and throwing off future progress.
Data should inform decisions, not dictate them.
We can agree that data is important, yes? And we can agree that being able to understand the data is just as important, right? But we also need to agree that there is a minimum standard of user design and interface knowledge needed in order to properly set your site up for success.
If you knew a few simple website laws, would it change how you approach your website?
- The content that initially loads on a screen is the most important piece of content on that page. 72% of users will not even scroll below it, so make it count by having a clear page promise, summary statement of the content that is on the page, and a single call to action (if a call to action is needed).
- 92% of all first-click activity is done through your main menu. If you are hiding your menu behind a fancy mobile-only toggle or have too many options for people to choose from, you’re making it difficult for your users to get to their destination.
- 76% of your audience will need to visit you online before visiting you in-person. That means the vast majority of your audience needs the information they are looking for right away, and you can’t afford to bury the lede.
There are so many more rules of the road, but if you’re driving illegally and missing these rules, then you’re going to find failure.
Look at your analytics after you’re set up for success.
“You don’t know what you don’t know.” – Lots of people, probably.
By all means, look at your analytics. But also, please do not give it any credence to the data until you set your website up for success first. Make sure the most important content pieces are on that initial screen load. Clean up that main menu and make sure it’s easy to navigate for your audience and not just your staff. Remember that your lede leads your audience to go deeper into your content channel, so you cannot bury it deep within the page or people will miss the moment.
- Set your website’s foundation properly.
- Learn how to interpret the data.
- Never do things out of order.
And if you’re wondering how this plays out on a larger scale or if you want to learn more about it, then you’re going to want to come to our next workshop, “How To Create A Church Website Your People Love To Use.”
About This Workshop
This workshop will teach you what people are looking for in a website, the best processes to take someone from being an online visitor to an in-person guest, and how to easily optimize your website from top to bottom. By attending this workshop you are getting the tools you need to succeed online, so you can make real differences in-person.
By Russ Cantu | Published May 1, 2025