By Larry D. Witzel
Unpublished manuscript (May 12, 2023)
School of Communication and the Arts, Liberty University

Abstract

Uncertainty Reduction Theory suggests that first-time church guests will visit a church’s website seeking information to decide whether to attend that church. This study of 116 churches in Southwest Washington and Western Oregon identified seven characteristics of church websites that appear to reduce guest uncertainty. Three of these—having a customized website, offering a dedicated page for guests with a prominent link on the home page, and providing an archive of videos of the church’s worship services—correlated with faster church growth.

Keywords: uncertainty reduction theory, church websites, Seventh-day Adventist evangelism

Citation

Witzel, L. D. (2023, May 12). Church websites: Application of uncertainty reduction theory to minimize guest anxiety [Unpublished manuscript]. School of Communication and the Arts, Liberty University.