Every site has three audiences. First are those associated with the organization. For a church, this may be staff, volunteers or attendees. The church has done a decent job of building this kind of site. Content may include upcoming events, photos or reports of past gatherings, and interaction within community members. The second audience are people who are looking for your organization. They don't know who you are, but they are seeking a group like yours. This may be a family who is new to the neighborhood or an individual seeking advice. The church has done a adequate job of building this kind of site. Content may include meeting time and location, contact information, or a "What to expect" page. The third and final group are those people who don't know, and don't care to know, about your ministry. The church has done a very poor job of creating content of interest for these people. What can your site offer to someone who has never, and possibly will never, walk through the doors?
Great tips for any website
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Be clear on what the features of your site are and how to best use them. Read the documentation and understand issues relating to support, registration, hosting, billing and upgrades/future development.
A website, just like any other tool, is of little benefit if the user does not understand how or take the time to use it. For too long, websites have been sold like they are some sort of rocket. "Just pay us to light the fuse and >BOOM< your ministry will take off." The truth is, a website is a lot more like a bicycle; it can help you move faster, but it takes a lot of input on your part to make it work. You will need to add compelling content, regularly. You will need to stay on top of forum posts and respond to e-mail. It takes effort, but it can yield sweet rewards.