Unity Church Marketing

We want to think that churches do a good job of welcoming people, but do we subconsciously undermine that by some of our actions? I think you would be surprised just how often that we do.

If you are a first time visitor to your church, what is it that you see? What are the relevant things that help you decide whether this is the right church for your family and you?

First impressions are important!

Studies show that by and large, you only get one shot to get these folks coming back a second time.

With that in mind, here is a checklist you should be reviewing to see if your church is actually discouraging guests and visitors away:

Church experience starts in the parking lot – How do the outside grounds look? What about the exterior of the building? Does it look kept up? The next time you drive into your church driveway,

Signage – Clear signage telling where the bathrooms, children’s rooms, childcare help the visitor feel more relaxed as they navigate your church for the first time.

Clean bathrooms – The battle to keep a visitor can be won or lost right here. Women are most particular about the cleanliness of the restrooms. Many bathrooms have ended up being a deal breakers. This is huge and often overlooked.

Good childcare procedures – Let’s start with the basics? Do you even have childcare for the under 3 year olds? Think about that for just a moment. Could the lack of childcare cause some regular visitors not to come back because they can’t hear the message? Parents come to learn as well. They want to focus on the message, but know there child is in good hands. Think about a check in/out procedure to give confidence their child is well provided for.

Ambassadors/greeters – Most churches have some sort of Ambassadors or greeters to welcome people. Few people do it right in my opinion. I have gone to many churches where you have to enter the sanctuary before you are greeted. This is a mistake. Meet them either outside your front door or if not possible, just as they enter. Make sure that you have allotted space so as not to create a bottleneck. First impressions cannot be overstated on whether a visitor returns. Make your first contact a good one!

Church members being friendly – Churches are social meeting places, I get that. But sometimes in our efforts to be friendly with the people we know, we forget about those that are here for the first time. It is natural to want to talk to your friends that you haven’t seen in a week or two. Just don’t forget that there are folks there for their very first visit. I have seen some churches do an excellent job as the greeters perform a warm “hand off” of a visitor to someone in the church who will make them feel welcome and talk to them. Having the minister actively seek out newcomers makes a powerful first impression.

Do you have an information table/rack? Is there a place that is centrally located and well marked that a visitor can find our more about your faith or church? Many visitors will not ask where the info is. Teach your Ambassador’s to do more than just pointing them in the direction of the information table. Have them walk them over and point out what information may be most vital to a visitor/prospective new member.

Great welcome packet – Welcome packets tell the story about your church when the visitor has a chance to recover from being overwhelmed during their visit. See my article on welcome packets!

Good music – Whether the music is contemporary or traditional, most visitors will sing if you have provided either the song book or have it projected on the wall. But where they may not feel as comfortable is being forced to stand up and participate. You can say all you want that no one is forced to stand up, visitors feel like they “stand out” if they don’t. Strive to make your guests feel at ease during their visit. This may be the only chance you get!

Children’s programs/ministries – What types of programs do you have? Are they on your church website? Do they meet the appropriate age ranges? Or are the 4 year olds in the same class with the teens? Can kids really be taught by other kids? I am not saying it isn’t possible. But consider how it looks to a visitor. And if you feel comfortable that kids can teach other kids, then make sure as church leaders that they dress appropriately. While you may not judge a book by it’s’ cover, there are just as many that do. Keep in mind that this is your visitor’s first impression of what they are exposing their child to.

Although the article pointed to the top 10 things that a church visitor looks at when deciding to return for a second visit, here is one they don’t look for:

Not Respecting people’s space – This one could have just as easily gone under the category of being friendly. But you could be over friendly and the result is they won’t be back. You may be a “hugging church”, but this may be your visitor’s first steps in a church in years. Respect that and get to know that person before you throw your arms around them. At least ask them if they are ok with it. They may feel embarrassed or at least awkward hugging someone they don’t even know.

By giving consideration to all of the above, you will have a better chance of your guests and visitors planning a return visit.

One thing you do not see noted here is the minister’s message. That will be important in succeeding visits. But most first time guests are taking in everything else and may not be paying as close attention to the message as they might normally do. That being said, all Ministers’ have “off” days so to speak. If you put the other things in play, that will most certainly overcome the message for that particular day