Last time, we built a home page that welcomes people, answers the basic questions, and points them to a next step. Today we're moving to a page that's often one of the most visited on any church website: the About page.
Here's why it matters. A visitor who likes what they see on your home page usually wants to know more before they ever walk through your doors. Who are these people? What do they believe? Who's the pastor? Would I fit in here? The About page is where they go looking for those answers.
The tricky part is that the About page is also where many churches say too much, or say it in a way only longtime members understand. So in this lesson, we'll talk about what to say, what to leave out, and how to say it in a way that feels warm, honest, and inviting.
Who Reads Your About Page, and What They Want
Before you write a single word, picture the people who will actually read this page. They usually fall into a few groups:
The curious newcomer. They've never been to church, or haven't been in years. They want to know if they'll feel welcome and whether your church is "normal."
The church shopper. They've moved to town or are looking for a new church home. They want to know your beliefs, your denomination, and what makes you you.
The checker. A parent whose teen is going to youth group, or someone invited to a wedding or funeral. They want to know you're trustworthy and legitimate.
Your own members. They may look up a staff member's name or share the page with a friend.
Notice what all of these people have in common: they're trying to answer the question "Is this a place for me?" Your About page isn't really about your church's achievements or history. It's about helping a real person picture themselves among you.
That's the key mindset shift for this whole lesson. An About page that talks only about us tends to feel like a résumé. An About page that keeps the reader in mind feels like an invitation.
What to Include
Here are the pieces that belong on a strong church About page. You don't need pages and pages for each one. A few clear sentences usually say it best.
Who you are, in a sentence or two. Start with a short, warm description of your church. Who are you, where are you, and what's it like to be part of you? This should sound like a person talking, not a committee writing.
What you believe, in plain words. Visitors want to know your core beliefs, but they don't need a theology textbook up front. Give a short summary of the essentials in everyday language, then link to your full statement of faith for those who want the details.
Your denomination or affiliation. If you're part of a denomination or network, say so clearly. Many church shoppers look for this first. If you're non-denominational, say that too, and briefly mention any tradition you draw from.
Your mission or purpose. What is your church here to do? Say it simply. If you have an official mission statement, that's fine to include, but add a sentence that explains what it means in real life.
Your pastor and key leaders. Include a friendly photo and a short bio for your pastor and main staff. Mention a little about their family, their background, and something personal, like a favorite hobby. People want to know the pastor is a real, approachable human being.
A short version of your story. A few sentences about how your church began and how it's grown can build trust and a sense of roots. Keep it brief. A full history can live on its own page for those who love it.
What makes you, you. Maybe you're known for your food pantry, your love of music, your kids' ministry, or your multi-generational families. Share a few things that capture your personality.
A next step. End the page with an invitation, like a Plan a Visit button or a simple We'd love to meet you this Sunday. Never let a reader reach the bottom of the page with nowhere to go.
What Not to Say
Now for the other half of the lesson. Some things that feel important to write actually get in the way. Here's what to leave out, or at least move to another page.
Don't open with a long history. "In 1887, a small group of faithful families gathered in a farmhouse..." is a lovely story, but it's not what a newcomer needs first. Lead with who you are today, and keep history short or on its own page.
Don't use insider language. Words like narthex, koinonia, fellowship hall, VBS, AWANA, or the name of your small-group program mean nothing to many visitors. Either explain them in plain words or skip them.
Don't just say you're friendly. Show it. Almost every church website says "We're a warm, friendly church." Visitors have heard it before. Instead, describe what that looks like: Someone will probably offer you a cup of coffee before you find a seat.
Don't post a dense doctrinal essay as the main text. A full statement of faith is valuable, but pages of theological language can overwhelm a newcomer. Summarize in plain words and link to the full version.
Don't compare yourself to other churches. Avoid phrases like "Unlike other churches in town..." or "We're not like those churches that..." Speak about who you are, not who you aren't.
Don't wade into hot-button politics. Your About page is a welcome, not a platform for current political debates. Keep the focus on your faith, your people, and your purpose.
Don't let it go out of date. Photos of a pastor who left three years ago, staff members who have moved on, or "our new building project" from a decade ago all tell visitors the website (and maybe the church) isn't paying attention.
Don't make it all about the building. Your building may be beautiful, but people are looking for community, not architecture. Show the people inside it.
Don't overpromise. If you say "something for every age," make sure that's true. Visitors who arrive expecting a youth group that no longer meets will be disappointed.
Say This, Not That
Sometimes the easiest way to learn is by example. Here are a few common About page phrases and friendlier ways to say the same thing.
Notice the pattern. The better versions use everyday words, paint a picture, and speak directly to the reader. Credentials and history aren't bad, but they work best as supporting details, not the headline.
A Simple Order for Your About Page
If you're not sure how to organize everything, here's a simple order that works well for most churches. Think of it as moving from the big picture to the details.
A welcoming photo and a one- or two-sentence introduction to who you are.
What we believe, summarized in a few plain sentences, with a link to the full statement of faith.
Our mission, in simple words, and what it looks like in everyday life.
Meet our pastor and staff, with friendly photos and short, personal bios.
What makes us, us, a few highlights that capture your church's personality.
Our story, in a short paragraph, with a link to a fuller history if you have one.
A next step, like a Plan a Visit button or contact information.
Some churches split this into a few smaller pages, such as About Us, What We Believe, and Our Staff, all grouped under About in the menu. That's a great approach if you have a lot to share, as long as each page stays short and clear.
One last tip: read your About page out loud. If it sounds like something you'd say to a new neighbor over coffee, you're on the right track. If it sounds like a legal document or a committee report, keep simplifying.
Your Five Action Steps for This Lesson
Read your current About page as a newcomer. Highlight any jargon, outdated information, or long sections that a first-time visitor might skip or not understand.
Write your plain-words belief summary. Boil your core beliefs down to four or five short, everyday sentences, and make sure your full statement of faith is linked for those who want more.
Update your pastor and staff bios. Get a current, friendly photo of each person and rewrite each bio in a warm, personal tone with at least one fun or human detail.
Rewrite three phrases using "Say This, Not That." Pick three lines from your current About page and rewrite them in plainer, warmer language.
Ask a newcomer for feedback. Have someone who started attending in the last year read your About page and tell you what was helpful, what was confusing, and what they wish they'd known.
