Visiting a church for the first time isn’t easy. In fact, for many people, it can feel downright intimidating. What can churches do to ease the pain and make the guest experience less scary? Since about 85% of people check out a church’s website before they even walk on the property, it makes sense to start there. Having a well-designed church visitor page can answer key questions, reduce uncertainty, and make guests feel more confident and welcome.

Why You Need a Church Visitor Page

I was surprised to find out that around 62% of churches don’t include obvious information for new visitors on their sites. When that information is missing, it can unintentionally send a message: We weren’t expecting you.

How big of a mistake is this?

You could have the most welcoming church experience in person, but if another church has clearer expectations and visitor-friendly content online, you’ll lose guests before they ever give you a chance.

The best rule of thumb? Don’t make assumptions. You’ve been at your church a long time. You know where to go, when to stand, and how things work. But a first-time guest doesn’t. Don’t assume they’ll just “figure it out.”

Your website is for outsiders, not insiders. Make sure it answers the questions a guest is too nervous to ask.

Make it Obvious

Before we talk about what your church visitor page should include, let’s make sure people can actually find it. You need a clear button on your homepage that says something like “Plan a Visit” or “I’m New.” Place it “above the fold,” (near the top of the page) so visitors don’t have to scroll.

But don’t stop there. Add that link to your site’s main navigation menu and footer so people can reach it from any page, not just the homepage. If you’re unsure which spot is better, use both. That covers you from top to bottom… literally!

Whatever approach you take, make sure visitors have more than one way to reach this page. I’m not saying you need to point to it with a neon arrow, but you get the idea.

What to Include on your Church Visitor Page

Now that you’ve made it super easy for people to find your visitor page, let’s optimize it to answer all of a potential visitors burning questions.

Remember… don’t take anything for granted. Assume this person knows nothing about your church.

1. What to Wear

Ever walk into an event and realize your outfit is completely off?
Yeah… same. I can sum up that feeling in one word:

AWKWARD.

One of the easiest ways to help a guest feel more at ease is by telling them what to expect when it comes to clothing. And please, don’t say “anything is fine” unless you really mean it.

If I show up in jeans and a hoodie, I want to see others dressed the same way. If most people wear business casual, say so. It doesn’t have to be complicated. Try something like:

“At our church, you’ll see some people dressed very casually, but most folks lean toward business casual.”

The goal is to help guests blend in, not stand out. Honesty here builds trust.

2. Where to Park

“Why do I have to tell people where to park? There are clearly labeled visitor spots right near the front!”

Hold on there, friend. Let’s go back to what we said about making assumptions.

Before even seeing those parking spots, a guest has to drive close to the front doors of your church. For someone visiting for the first time, that can feel intimidating, like everyone’s watching them and knows they’re not sure where to go.

Use your church visitor page to let them know you’ve reserved parking just for them. Say it clearly and warmly, like:

“We’ve saved a few spots near the front entrance just for visitors like you—no need to worry about where to park!”

And here’s a bonus tip: add a picture of those parking spots so guests know exactly what to look for when they arrive. A little clarity goes a long way.

3. Child Care

Few things are more personal than trusting someone else to care for your children. It takes a whole new level of trust, and your church visitor page should help build it.

Reassure parents by addressing what they can expect and answering common questions up front. Nothing should take them by surprise. Include simple, clear answers to questions like:

• Will children be grouped according to age?
• Do you background check your volunteers?
• How do I check in?
• What happens in case of emergency?
• Will I have to show ID or a code to check them out?

For families with older, elementary-aged kids, offer guidance here too.

Do you have a separate Sunday School during the service? Should children start the service with their parents, then leave partway through for children’s church or a related activity? Spell it out so parents know exactly what to expect.

You may not want to include all these details directly on the visitor page. Just make sure this information appears somewhere on your site, and link to it. A good approach is to cover the basics of check-in and safety on the visitor page, then point to a dedicated children’s ministry page for more in-depth info.

4. Service Style

Church services can vary a lot, even within the same denomination. Use this section of your church visitor page to help guests know what to expect before they walk in the door.

Be clear about the style of worship. Do you use contemporary music with a band? A choir with a piano? A traditional organ? If guests don’t know the words, will they find them in a hymnal or on a screen?

Let visitors know:

• How long your service typically lasts
• Whether they’ll be asked to kneel
• If/when communion is offered
• Who is welcome to take communion (everyone, members only, baptized believers, etc.)

Because let’s be honest… nobody wants to get in line for communion and find out they’re not eligible. Ouch.

5. Past Sermons

Finally, make sure your church visitor page includes a link to past sermons or full services. Giving potential guests a chance to see your church and pastor in action helps them feel more familiar and confident about what to expect.

Even just one or two sample videos can go a long way in removing the “fear of the unknown.”

Church Visitor Page Structure

Looking at everything above, your visitor page has the potential to get pretty long. And the last thing you want is to overwhelm people before they even visit.

Break up the content using clear headings to make it skimmable and easy to read. Sprinkle in a few well-placed images,like your kids’ check-in area or parking signage, to keep the page from turning into one big wall of text.

A good structure keeps the page informative and visually appealing, while helping guests find exactly what they need without feeling lost.

Your church may be the most welcoming place in town, but if your website doesn’t show that clearly, visitors might never give it a chance.

An effective church visitor page helps guests feel prepared, informed, and just a little less nervous about showing up on Sunday.

The good news? This doesn’t have to be complicated. Just make sure the page is easy to find, answers common questions, and gives people a glimpse of what they can expect when they walk through your doors.

A few small changes could make a big difference.

In the meantime, keep swimming along. 🐟

Want to take your visitor experience even further?

Grab my free Visitor Engagement Guide for tips on creating a welcoming website, connecting after Sunday, and more.