Your Website Is the Digital Lobby of Your Church—Are You Treating It That Way?
Imagine this..
A new visitor walks through your church doors for the first time. They're greeted warmly, someone helps them find their seat, and there's clear signage directing them to where they need to go. The carefully arranged welcome desk, friendly greeters, and fresh coffee brewing... all meticulously planned to create that perfect first impression.
Now, let's contrast that with your church's website.
First Impressions Happen Online
For most people, your website is the first experience they have with your church—not your physical building. Before they ever step foot inside, they're checking out your site—sometimes multiple times. Studies show that people often visit a website 5 to 7 times before acting, whether that's filling out a form, watching a sermon, or deciding to visit in person.
The question is: Does your website reflect the same level of hospitality, clarity, and warmth that your in-person experience does?
The Digital-Physical Disconnect
Your physical lobby says: "We've been expecting you! We care about your experience here!"
But many church websites unintentionally say: "We haven't updated this since 2017, and we're not really sure why you're here."
This juxtaposition matters more than we realize. In today's digital-first world, an outdated or confusing website isn't just inconvenient—it's actively turning away the very people you're trying to reach.
The Digital Guest Experience Matters
Most churches put tremendous effort into their Sunday morning experience. They have welcome teams, signage, and a plan to ensure first-time guests feel at home. But online? Many church websites are outdated, cluttered, or difficult to navigate.
After surveying hundreds of church websites over the last few months, a common trend has emerged: the church website is primarily designed for those who already attend the church rather than for potential visitors.
I believe this is backward. When people search on Google for a new church after moving to a new area or when they feel led to deepen their relationship with God, we need to ensure that your church is discoverable and welcoming online.
Multiple Touch Points Before Action
Here's a reality many church leaders miss: the average person visits a church's website multiple times before making their first in-person visit. Just like someone might visit your church a few times before getting involved, they'll likely visit your website before filling out a form or showing up in person.
They might never take that next step if their online experience isn't clear and welcoming. That's why your digital lobby deserves the same attention as your physical one.
The Hard Truth About Church Websites
Let's be honest about the current state of many church websites:
Your website is your first impression. Before someone comes to your church, they've already "visited" you online. 75% of potential visitors will judge your church's relevance and professionalism based on your website alone.
A confusing website is like a confusing lobby. If a guest walks into a chaotic church lobby with no greeters, signage, and no clear way to connect, they'll likely walk right back out. The same goes for a website that's hard to navigate.
Most first-time visitors have thoroughly researched your church online before ever stepping foot inside. If you're not seeing new visitors show up each weekend, your website might be a significant reason for the lack of new attending families.
Finding the Right Balance
Parts of your church's website should absolutely cater to those actively involved in your congregation. But just as you wouldn't start a book with the last chapter, your church's website must take visitors on a journey.
It should introduce them to the key elements that make your church unique and help them envision themselves stepping through your doors for the first time. Your website must be both a resource for members and a welcoming digital front door for guests.
3 Ways to Make Your Website a Welcoming Digital Lobby
1. Simplify Your Homepage
Like clear signage in your church helps people know where to go, your website should make the next steps obvious. Answer key questions up front:
"What time are services?"
"Where do I park?"
"What can I expect?"
"What do you believe?"
Remember that your homepage isn't the place for every announcement and ministry update. Keep it clean, clear, and focused on helping first-time visitors feel welcome.
2. Make It Easy to Connect
If a guest at your church has a question, there's a volunteer ready to help. Online, it should be just as easy. Have clear buttons for "Plan Your Visit," "Watch Online," and "Contact Us."
Every page should have an obvious next step. Don't make visitors hunt for basic information or ways to get involved. Just like your physical lobby has clear pathways, your website should guide visitors naturally from one step to the next.
3. Be Mobile-Friendly
Most visitors check out your church from their phones. If your site is hard to navigate on mobile, you're losing people before they even step foot in your building.
A mobile-friendly site isn't just about technology—it's about hospitality. It says, "We've thought about how you'll interact with us, and we've made it easy for you."
What Your Digital Lobby Needs
Just like your physical space, your digital lobby should:
Make first-time visitors feel immediately welcome
Clearly answer the key questions visitors have
Make the next steps obvious and easy to take
Reflect the real personality and energy of your church family
It's Time to Step Up Your Church's Digital Hospitality
Your website is your digital front door. It's your first chance to make people feel welcome, seen, and invited. Don't let an outdated or confusing website be why someone never makes it to your church in person.
The good news is that creating a welcoming digital experience doesn't have to be complicated or expensive. Often, it's about simplifying what you already have and making sure it clearly communicates who you are and how new people can get connected.
If you need help making sure your website creates a welcoming digital experience, let's talk. I'd love to help you create a site that reflects the heart of your church and invites people in before they even set foot in your lobby.
What's one thing you could improve about your church's digital lobby this week? I'd love to hear your thoughts!
Michael Visser
Co-founder, Threefold Solutions
P.S. We assist with coaching, training, strategy, and support.
#1: Need help with implementation? Reach out to us at info@threefold.solutions or contact us here.
#2: Want to learn more? Subscribe to our YouTube Channel.
#3: Stay in the know with our weekly newsletter, The Fold. Each week we discuss topics on church growth and management, volunteer and staff engagement, leadership development, and more.
