Web Strategy Basics for PRCs

When planning your website, you want to think about these 4 questions:

1. Who is my audience?
2. What is the purpose of my site?
3. What action do I want a visitor to take after visiting my site?
4. What competition do I have online?

Let's look at the answers to those questions as they pertain to pregnancy centers.

Question #1) Who is my audience?

Pregnancy centers have 2 primary audiences.  There may be other audiences, but your main focus is on the clients you hope to serve (abortion vulnerable clients) and supporters who may join you in ministry or support your center.  In order to consider what your message will be to each audience, you want to know a little bit more about your audience.  Here's a few things we know:

Audience	Assumptions about the audience
Abortion Vulnerable Clients	a) people seeking abortion services b) people looking for the morning after pill c) people looking for STD information d) women ages 15-25 e) non-Christians, prodigal Christians
Supporters	a) church leaders b) local missions groups c) volunteers d) activists e) ministry funders

Question #2) What is the purpose of my website?

The purpose of your site is different for each audience -- there are similarities, but there are also differences.  Here are some brief considerations:

Audience	Website Purpose
Abortion Vulnerable Clients	a) Establish trust b) Advertise your services c) Educate
Supporters	a) Establish trust b) Advertise your services c) Educate d) Gain volunteers e) Gain funding f) Form an online relationship

Question #3) What action would I like a visitor to take?

For most centers, you might think that's obvious:  clients need to call for an appointment and supporters need to have a way to donate money.  But, the answer is really a little more complex - especially for supporters.

Audience	Desired Action
Abortion Vulnerable Clients	a) Come to the center for pregnancy help b) Learn about pregnancy options c) Consider her health and sexuality
Supporters	a) Donate b) Volunteer c) Become educated on life related issues d) Help you get your message out (pastors, youth, etc.) e) Use your programs (i.e. post abortion, abstinence) f) Come to your events g) Allow you to continue to communicates with them (email newsletter)

Question #4) What competition do I have?
Any business - for profit or non-profit - will want to be better than their competition when planning a website.  In strictest terms, you're competing with the following for your target audiences:

Audience	Online Competition
Abortion vulnerable Clients	a) Abortion providers b) Pro-Choice/ Pro-Abortion activists
Supporters	a) Every other good cause on the Internet.