Tim, in reply to your follow up question, yes, the Communication Team owns the day-to-day operation and changes to our website. We have Operations staff that implement many of the weekly updates on the site, but it's all under the direction of the Communications Team. In the past, we tried a model that enabled ministry directors to own and revise content in certain sections. That did not work well AT ALL. Generally speaking, it was not considered a priority, thus leading to an obsolete and static state to the site, and there was a lack of skill and focus in the messaging that was put up.
We do set goals and targets and drive to them, but the goals we set might not be the ones you would normally think. For example, we do NOT have goals associated with number of visitors, page hits and the like, with the exception of things like landing page hits tied to specific ad campaigns. Instead we tend to focus on things like: number and percentage of visitors that connect with our church (measuring the effectiveness of the website to be the front porch for visitors and drive connection), evaluate our website against best practices for church websites, and measure registrations for events that we promote.