Last summer, my husband and I spent a day with long-time friends of ours who have been pastors for two decades. We talked about how things have changed over those years, and what has stayed the same—like how deeply they love their community.
This couple loves hospitality and building real relationships. We’re always talking about the new things they’re doing to make church more engaging and welcoming—from brewing good coffee to training the right greeting team, and preparing spaces so that anyone walking through the doors feels seen and safe.
But, in today’s world, your church’s front door is digital.
I mentioned to them that one of the biggest changes we’ve seen is that most new people now find a church through an online search. Long before a neighbour ever sets foot in your sanctuary, they’ve already visited you online. Whether someone is searching for a local community, navigating a difficult life season, or looking for a place for their family to belong, their search almost always starts in the exact same way: typing “churches near me” into Google.
So, I asked our friends, “When they search, will they find you? Have you set up basic things like a Google Business Profile? And if you have—are you keeping it up to date?”
Their answer? “What’s a Google Business Profile?”
How would you answer?
Here’s the reality: If your church doesn’t show up on that first page of local search results, if you don’t have fresh photos, or if your listing shows outdated service times or a broken website link, your digital doors are effectively locked.
Good stewardship isn’t just about how we manage budgets and maintain buildings; it’s about stewarding the opportunities God gives us to connect with our local community.
Partnering with our friends at Kindred Credit Union, we want to offer your team a few practical, simple steps to ensure your church is easy to find, warm, and welcoming online—all year long.
4 Practical Ways to Practice Digital Hospitality
Your church’s Google Business Profile (GBP) is the free listing that pops up on Google Maps and search results when people look for local places of worship. You don’t need a massive budget or a full-time tech team to get this right.
Here are four simple places to start:
1. Get Started
- Claim and verify your profile: Open Google Maps, search for your church, and look for the prompt that says “Claim this business.” Claiming it ensures your leadership team maintains full administrative control over your information.
2. Be Findable
- Get the basics right: Double-check your core details, including your physical address, primary phone number, website link, and service times. Remember to update special seasonal hours ahead of time.
- Select the right primary category: Set your primary business category as “Church” or “Place of Worship.
3. Show, Don’t Just Tell
- Eliminate the unknown: Ever checked out a new place online before heading there? Your neighbours are doing the same thing with your church. Visiting a new church for the first time can feel intimidating. Warm, authentic, accurate photography helps eliminate the anxiety of the unknown before guests ever arrive.
Here’s a list of photos to include on your Business Profile:
- The exterior and entrance: Clear photos of your main entrance, parking lot, and accessible pathways help first-time guests navigate their arrival.
- Interior: Photos of your foyer, sanctuary, welcome desk, and fellowship spaces.
- Children’s Ministry Area: Before a family leaves their kids in your Sunday morning program, help them see what it looks like and what they can expect.
- Community life: Share photos that highlight active, welcoming ministry moments (keeping privacy in mind) and special events to reflect the heart and spirit of your congregation.
4. Build Trust
- Encourage honest reviews: Ask long-standing members or leaders to leave authentic reviews sharing what they appreciate about your church family. Honest feedback builds immediate trust.
- Monitor your reviews: What are people saying? What do they love? What do they find challenging? Share your great reviews and shout-outs with your team and volunteers!
- Respond with grace: Received a challenging review? Make a habit of responding to all reviews—both positive and constructive—with warmth, gratitude, and hospitality.
- Answer common questions: Use the “Questions & Answers” feature on your profile to answer practical questions before people even have to ask, such as accessibility, children’s ministry programming details, attire guidelines, or parking instructions.