Five Church ‘About Us’ Page Fundamentals
When I built my first church website (this is back in the early 2010s), I spent hours perfecting each page, using church website building software. A day or so before it went live, I realized I’d forgotten the church “About Us” page. I rushed to complete it, and threw together a page with a quick description of church services, some location information, and called it good.
I facepalm when I think about it now. Here’s the problem with taking a slap-dash approach (like I did):
- You leave visitors with a generic or forgettable impression of our church.
- You miss out on the chance to invite people to visit in person.
- You lose potential connections because the page feels more like a filler than an invitation.
This happens because we don't think strategically about the About page. It’s an essential ministry tool! It can serve as a bridge between your online presence and real-life relationships with new visitors. That’s why this guide will walk you through creating an “About Us” page that works.
You’ll learn:
- How to make visitors feel seen and valued.
- How to use your “About Us” page to guide people toward a visit.
- How to craft a clear and compelling message that reflects your church’s heart.
Let’s dive in and create a page that leaves a lasting impact.
An effective church website is an outreach tool that invites more people into your community, where they will have encounters with Jesus.
Jake Campbell, SundayBest.io
Top 5 Things To Include On Your Church’s ‘About Us’ Page
These are the top 5 elements your ‘About Us’ page needs:
1) A Warm Welcome
A friendly welcome on a church website is the first thing visitors will see. It’s kind of like going to a coffee shop. If the person taking your order is scowling at you, it kind of downgrades the whole experience, even if the person who delivers your latte has a friendly smile.
Using video may be the most effective way to ensure a friendly welcome on your homepage. A welcome video can help humanize the church website experience by showing a friendly face (or faces) and engaging atmosphere.
When done well, a video (like the one above) helps visitors get a real sense of the people and the environment they can expect when they arrive. This creates a positive emotional connection from the get-go.
Practical Tips for Crafting a Warm Welcome:
- Show real faces — people want to see the church community they’ll be joining! The more relatable, the better.
- Highlight values like acceptance and belonging: “come as you are” “can’t wait to meet you” “even if this is your first time visiting a church”, etc.
- Add personal touches, like a message from a pastor, key volunteers, etc.
2) A Clear Church Mission and Vision
Mission and vision statements are essential to a good church ‘About Us’ page. They clearly communicate your church's purpose, and they guide visitors to understand who you are as a body of Christ, and what role you have in the community.
These statements serve as a foundational tool to connect with potential members by showcasing values that resonate deeply with their own beliefs. When well-written and presented on a well-designed church website, church mission, and vision statements inspire trust and a sense of belonging.
As you tuck into creating content for your website, and communicating your mission and vision, remember to be CLEAR and CONCISE. Brevity wins here, I promise. There’s nothing like overwhelming a visitor to your website with an essay worth of content.
Your church website should be like a well-organized kitchen. The essentials (things you use the most) are kept on the countertops. Other items, while still important, are kept in drawers or cabinets. But imagine if everything in was kept on the countertops! Talk about cluttered and overwhelming... That’s what happens when churches try to show everything on their website.
Jake Campbell, SundayBest.io
Practical Tips for Concise Mission and Vision Statements:
- Keep it simple and direct, using clear, easy-to-understand language. A good rule of thumb is to keep it under 100 words.
- What action is your church committed to taking? Use verbs like serve, grow, lead, read, transform.
- Alignment with your church’s identity. Mission and vision should complement your unique culture and values. (eg: social justice, ministering to families, church planting, rural community, multiculturalism, etc.)
TheLeadPastor.com's Top Presentation Software Recommendations:
3) Your Church’s Story
Sharing a brief church history on your about page is important — it helps people feel connected. It doesn’t have to be long, but it should include:
- When the church started
- Why your church exists
- Church milestones (can you showcase the role your church plays in the church community?)
For a deeper look at the art of storytelling, Brady Shearer explains that any time you have something that needs to get communicated (and you want it done well).
Northside Church does a great job of sharing their church’s story in just three sentences (consider this your gentle reminder that your story doesn’t have to be an entire page).
Mosaic Church runs a bit longer, but sums up their church story into three parts:
- How it all started
- Their church vision
- Where they’re going
Practical Tips for Sharing Your Church Story:
- Focus on your church’s why (why did it start, and what need was it hoping to fill?)
- Incorporate a personal testimonial from a leader, pastor or member
- Don’t just tell it, show it! (use videos or photos to complement the story)
Even if you have a great church, if your website isn't engaging, new guests are far less likely to visit.
Jake Campbell, SundayBest.io
4) Great Visuals and Personal Stories
Authentic visuals have the power to connect emotionally with your site visitors. While details and facts matter, people will, more often than not, make a decision based on how they feel.
Pictures of members worshiping and serving together, or interacting after the service over a cup of coffee — these all communicate your church’s personality and culture.
People need a way to relate to you so they can see themselves visiting (tip: please avoid stock photos. They can feel generic and impersonal).
Practical Tips for Incorporating Personal Stories and Visuals:
- Feature stories of belonging and transformation from church members
- Use candid photos (think opposite of the awkward, posed photos we had to do at school)
- Pair visuals and testimonials with the mission and values of the church
5) A CTA for Visitors
The CTA (call-to-action). Whether you love ‘em or hate ‘em — you need ‘em. Think about Jesus: did He tell people the Good News and just walk away, or ask them to follow him?
In over 20 instances in the New Testament, Jesus told people “follow me”:
- In Matthew 4:19, He said to his disciples, 'Follow me, and I will make you fishers of men.’
- In John 1:43, “The next day Jesus decided to go to Galilee. He found Philip and said to him, “Follow me.”
- He also said the same to Levi, the tax collector, in Luke 5:27.
People need invitations. That’s what CTAs do.
Visitors landing on a church website should have a very obvious way to connect, i.e., a call to action (CTA) that leads them to:
- Come to a worship service
- Attend or register for an event
- Connect with a small group
- Follow your church on social media
- Signup for an email newsletter
- Fill out a contact form
Perhaps your church has regular baptism services? In that case, you might want to have a CTA like ‘take your next step’ that links to a page on water baptism.
Examples of ‘Next Steps’:
- Plan a visit
- Register for [insert event, small group, etc.]
- Take your next steps (eg: learn about baptism)
- Watch a sermon
- Follow us on [insert social media channel]
Honorable Mention: Link to Your Church Staff / Church Leader Bio Pages
Consider including bios for key church leaders! Featuring leadership or staff allows newcomers to learn about the leaders, their backgrounds, and their passion for ministry. This helps make them more approachable and relatable.
People love to see some faces online that they can look for on a Sunday morning. Be sure to include photos and a few personal details, like hobbies favorite Bible verses, or a quirk.
Honorable Mention: Include a ‘Plan Your Visit’ Section
A ‘Plan Your Visit’ section or page removes barriers for first-time visitors by providing practical details like:
- Service times
- Location
- Parking
- What to expect
- Kids program info
This eases any first-time anxieties and makes your church feel welcoming and accessible. It’s a simple way to encourage online visitors to take that next step and attend in person. It helps get their buy-in, too: they mentally start getting ready to visit.
Free Download: About Page Checklist
I put together a bonus cheat sheet (because I know you’re busy) on the Do’s and Don’ts for your ‘About Page.’ Grab it, print it, save it for future reference.
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