If it feels like fewer church visitors are walking through your doors these days, you’re not imagining things.
It’s not that people aren’t searching for hope, truth, or a deeper sense of community—they are. It’s just that the way they find a church has completely changed.
Twenty years ago, a church visit often started with a friend’s invitation, a sign on the street, or maybe even the Yellow Pages (remember those?). People might show up to a church service on a whim—no research, no questions, just a handshake and a bulletin at the door. For many, this was their first time visiting, so making a great impression on first-time visitors was crucial to help them feel welcome and encourage them to return.
But today?
Most churches are being found—or ignored—on a mobile device before a visitor ever thinks about stepping into a sanctuary. If your church isn’t adapting to this shift, you could be missing out on the people who are actively looking for what you offer.
Let’s break down what’s changed, why it matters, and how your church can start showing up in the places where new visitors are actually searching.
Estimated reading time: 9 minutes
Table of contents
- 1. People Start With Google, Not the Parking Lot
- 2. Your Website Is the New Lobby
- 3. Connection Cards Have Gone Digital
- 4. Follow-Up Has to Be More Than a Mass Email
- 5. Branding Still Matters More Than You Think
- 6. Visitors Want to Feel Known—Not Just Counted
- 7. Personal Invitations Still Matter—But They’ve Shifted
- 8. Visitors Have More Options Than Ever
- 9. Your Culture Is the Best Follow-Up Tool
- What to Do This Week
- It’s Not Just About the Visit
- More Resources on Church Visitors
1. People Start With Google, Not the Parking Lot
Here’s the hard truth: most church visits begin online.
Not in the lobby. Not through the mail. Online.
When someone considers checking out a church today, their first stop is usually Google—or sometimes YouTube, Instagram, or TikTok. They search for things like:
- “Churches near me”
- “Best church for young families”
- “Contemporary church in [your city]”
- “Bible study groups near me”
If your church name, website URL, or location doesn’t show up—or worse, your site is outdated or hard to navigate—you’re already losing more visitors than you realize.
Takeaway: Your church’s first impression doesn’t happen at your front door. It happens in search results.
2. Your Website Is the New Lobby
Once someone finds your website URL, they’re doing the digital version of peeking through the windows.
They’re asking:
- What time is the church service?
- Where do I park?
- What do people wear?
- What kind of church programs are available?
- Do they have anything for my kids?
- Can I watch a message before visiting?
Your website should also clearly guide new visitors through their next steps, such as filling out a digital connect card or learning how to get involved.
If your homepage doesn’t answer these questions clearly and quickly, they’re likely to click away.
What you say online affects how visitors feel before they ever meet a single church member. A confusing or cold website doesn’t just frustrate people—it makes them feel unwelcome.
Pro tip: Make sure your service times, address, and a clear church welcome message are front and center. Use friendly photos, short videos, and real people—not just stock images.
3. Connection Cards Have Gone Digital
We all know the classic connection card—the piece of cardstock in the seatback asking for contact details and a prayer request or two.
While these still work in some settings, many new visitors aren’t filling out physical cards anymore. They’re more comfortable scanning a QR code, tapping a form on their phone, or connecting via social.
If you’re still relying solely on paper to gather visitor information, you may be missing valuable opportunities to follow up.
Make it easy: Offer both options—a physical card and a quick digital form. Display a simple sign or slide with a QR code during the church service that says:
“New here? Tap here to say hi and let us know how we can pray for you.”
Another idea is to use digital connect cards to streamline the process and make it even easier for visitors to engage.
4. Follow-Up Has to Be More Than a Mass Email
A simple follow up email used to be enough. But today’s guests expect more than a generic message that says, “Thanks for visiting!”
To turn new visitors into new members, you need to offer something that feels personal—even if it’s automated.
That’s the challenge most churches are facing: keeping the personal touch while using systems that scale.
What works now:
- A warm, timely automated email within 24 hours
- A second email with a “meet the team” video
- A text message invite to next week’s church programs
- A personal note from a pastor or ministry leader a few days later
Sending a personalized visitor letter is also an effective way to make guests feel valued and encourage them to return.
All of these can be templated, but the tone should be relational—not robotic.
5. Branding Still Matters More Than You Think
Yes, even in the church.
Your church logo, color scheme, and visual identity may seem like minor details—but they communicate volumes about who you are and who you’re trying to reach.
The church’s connection cards, welcome speeches, and charitable activities also play a key role in communicating its identity and values, helping visitors feel welcomed and engaged.
Do your t-shirts, signage, and social media graphics reflect the heart and style of your church family? Or do they feel like they’re from 2003?
People are visual. Before they even hear your message, they’re seeing it. Make sure what they see matches your mission.
6. Visitors Want to Feel Known—Not Just Counted
Most churches say they care about visitors. But how many actually help visitors feel like they belong?
Here’s a question: When someone new shows up, how do you make sure they’re greeted, guided, and gently invited into the life of your church? It’s important to treat each new person as a guest—someone intentionally welcomed, offered hospitality, and made to feel at home, not just a visitor passing through.
Today’s guests are cautious. They’ve probably been burned before, or they’re skeptical about being sold to. They don’t want a hard sell—they want authenticity.
You don’t need a high-pressure strategy. Just some intentional systems:
- Greeters who know how to read the room
- A welcome center staffed with actual people
- A clearly marked way to ask questions or request prayer
- A relaxed meet-and-greet opportunity (bonus if there’s food)
7. Personal Invitations Still Matter—But They’ve Shifted
Yes, people still visit churches because someone invited them. But that invite looks different now.
No longer is it just “Come to church with me this Sunday.” It’s:
- “Here’s the link to my church’s website—check it out.”
- “I saw this video and thought of you.”
- “Want to join our small group on Wednesday?”
- “Follow our church on Instagram—it’s encouraging.”
It’s digital and relational.
Empower your church members to invite in ways that fit real life in a digital world. Give them short links to share, videos to send, and Instagram posts worth reposting.
These new forms of invitation help guests feel welcomed and comfortable, making it easier for them to take the next step toward joining your church community.
8. Visitors Have More Options Than Ever
It used to be that someone looking for a church had three or four local options.
Today, they can watch a dozen sermons, read reviews, scroll social feeds, and compare kids’ ministries without leaving their couch.
That’s not a threat—it’s an opportunity.
If your church is clear about who you are, what you believe, and what someone can expect, the right visitors will feel drawn to your church before they even arrive.
Tip: Create a “New Here?” page on your website that includes:
- A short welcome video from your pastor
- Info about service times and style
- What to expect for kids
- Parking and entry instructions
- A simple way to share prayer requests or ask a question
This page helps newcomers feel comfortable and informed before their first visit, making it easier for them to connect with your church.
9. Your Culture Is the Best Follow-Up Tool
You can have the best signage, website, and emails—but if the vibe is off in person, people won’t come back.
The #1 reason people return for a second church visit isn’t the sermon, the coffee, or the building.
It’s how they were treated.
Do they feel seen? Welcomed? Comfortable? Like they belong even if they don’t believe (yet)?
If your church family embodies that kind of hospitality, everything else works better—because real love is the best marketing there is.
What to Do This Week
Feeling overwhelmed? Don’t stress. Just start small. Here’s your to-do list:
- Audit your website: Can a visitor find your service times and visitor info in under 30 seconds?
- Update your welcome process: Make sure there’s a clear way for guests to leave contact details—digitally or on paper.
- Review your follow-up system: Does your automated email feel like it’s written by a human?
- Equip your church members: Give them easy tools to invite others and share online.
- Celebrate visitors well: A thoughtful church welcome, a free coffee, or a kind word from a staff member goes a long way.
- Seek out support and resources: Look for support and resources that can help your church grow, serve your community, and strengthen connections with visitors.
- Brainstorm new ideas for welcoming visitors: Encourage church leaders to come up with creative ideas to make visitors feel at home and engaged.
- Provide opportunities for visitors to volunteer: Offer ways for visitors to volunteer and get involved in church activities to help them feel connected.
It’s Not Just About the Visit
The goal isn’t just to get someone to show up—it’s to help them connect with God, with community, and eventually, become part of your church family. Attending services is a vital way for visitors to experience the church, participate in worship, and start building meaningful relationships within the congregation.
Yes, the world has changed. People don’t find churches the way they used to. But that doesn’t mean they aren’t looking. It just means we have to meet them where they are—and guide them toward something real.
Because when new visitors become new members, something amazing happens:
The church grows. Not just in size, but in love, in unity, and in mission.
And that’s something worth showing up for.
More Resources on Church Visitors
