The Problem with Most Church’s Online Presence

At this point it’s no secret that a website is table-stakes for an organization. We all may have even come around to the fact that the look, feel, and functionality of a site factors into someone’s decision-making. Alarmingly, 75% of website users admit to making judgements on an organization’s credibility based on the organization’s website design and content. And as the digital landscape continues to rapidly evolve, and people more and more turn to online resources for their information, the reality is that a church website plays an extremely important role in driving members of the local community through your front doors.

This often presents an issue for pastors, who sometimes fall into one of two camps:

Camp 1: “I know I have to have this, but I almost wish we didn’t. I don’t think it’s doing much for us except keeping our congregation up to date (and is it even doing that?).”

Camp 2: “It could be a lot more than it is today, but I certainly can’t focus on it, and we don’t have volunteers within the church that can either.”

The common result is a church’s website being one of the most underutilized assets with the most unrealized potential. However, it’s not for a lack of good intentions, especially from pastors. Pastors are busy pastoring: counseling, preparing for sermons, visiting hospitals, discipling. For those key ministry tasks, most pastors are well-trained. Maximizing the potential of a church’s digital presence? Maybe not so much. Even the pastors who possess gifting to build and manage a website must admit, their time is better invested elsewhere.

To make matters worse, the reality is that how people find, explore, and decide to visit a church has fundamentally changed. Let’s explore why this shift matters and how your church can adapt to reach its community effectively.

The Digital Shift: A New Visitor’s Journey

The way people make decisions today is deeply influenced by digital touchpoints. What marketers call the "Buyer’s Journey" applies to churches as the "Visitor’s Journey." Prospective visitors are researching online before ever stepping foot in your building. Google reports that 95% of users never go beyond the first page of search results. If your church isn’t appearing at the top of searches like "churches near me," you’re missing hundreds, if not thousands, of potential searchers every month. Furthermore, approximately 63.8% of the global population uses social media, which translates to roughly 5.22 billion users worldwide, all spending an average of two hours per day scrolling. And while social media use varies significantly by region (though the numbers still continue to grow in all parts of the world), these platforms can be more than just tools for connection but powerful channels to invite people to your church.

Bringing Focus to the Digital Landscape

So how do we meet people where they are and extend an invitation for them to come experience the best news that any of us has ever heard? The shift in the “Visitor’s Journey” presents both a challenge and an opportunity. To effectively reach people where they are, churches must focus on three key areas: Google advertising, to capture those actively searching for a church; social media advertising, to extend a warm invitation to those who may not yet be looking but would be open to visiting; and a visitor-centric website, designed to guide and inspire action. When these elements work together, they create a seamless and powerful digital outreach strategy—one that connects with people at critical moments in their journey and ultimately helps churches welcome visitors through their doors on a Sunday morning:

Google Ads place your church at the top of search results, ensuring visibility. Churches who have used used Google Ads ensured that people searching “churches near me” found them first—resulting in a steady stream of new visitors.

Social media advertising lets you connect with individuals who aren’t actively searching, but could be open to hearing about your church. A compelling Facebook or Instagram ad with a welcoming image or video can stop the scroll and inspire action. This strategy reaches thousands of people monthly without breaking the budget.

Your church website is the digital front door of your church—and in 2025, it’s as important as your physical doors. Visitors expect your website to provide a clear, welcoming narrative about who you are and what makes your church unique. They expect easy access to service times, location, and next steps for visitors. A design that is mobile-friendly, visually appealing by showing engaging imagery of church life, and action-oriented - pushing people towards planning a visit -

Consider this: The average visitor spends just one minute on a church website and views fewer than three pages. If your site isn’t optimized to inspire a next step, potential visitors will move on.

The Opportunity for Churches

Here’s the good news: The tools and strategies to thrive in this digital age are accessible and scalable for any church.Digital advertising allows you to reach more people in your community, whether they’re searching for a church or not. A well-designed website ensures that when visitors arrive, they’re met with a seamless, engaging experience that reflects the life of your church. Social media provides an unprecedented opportunity to connect with your community daily, share your mission, and invite people into your story. With the right strategies, churches can exponentially increase their impact, reaching more people with the Gospel than ever before.

The digital age is here, and it’s not slowing down. Churches that adapt to these changes will not only reach more people but also create lasting connections that drive their mission forward. If you’re interested in transforming your church’s digital presence, we’d love to connect with you and share how digital tactics such as advertising, visitor-centric websites, and social media can support your church’s ability to fulfill its mission in the digital age. Find out more about what Digital Outreach does here: https://digitaloutreach.wistia.com/medias/fux1a3piid.

Why Your Church’s Online Presence is Crucial in 2025

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