Last week a friend sent me the website of a church he had visited. He asked what I thought of it and what I believed a first time visitor might think if they landed on it.

I always try to look for the positives first. I really do. I try to find anything that celebrates what a ministry is doing before pointing out weak spots or barriers that might be hurting them.

But this one was tough. Really tough.

The website looked like something built twenty years ago, and I am not exaggerating. The photos looked a decade old. The layout felt ancient. The information was buried. The whole thing felt stuck in time. And if I am honest, my first thought was that this website was going to drive people away, not invite them in.

So why bring this up? Is church branding or a church website really that big of a deal?

Actually, yes. And in many cases it matters more than most churches realize.

Why First Impressions Matter More Than Ever

We live in a world where people make decisions faster than they ever have. We are surrounded by ads, information, images, and content all day long. People process an insane amount of information without even noticing it. Because of that, our brains have learned to judge quickly.

So when someone who is even mildly curious about attending church starts looking, they are scanning for clarity, relevance, and trust. Before anyone steps foot in your building, they are trying to answer three questions:

• Do I feel like I belong here?
• Does this church understand people like me?
• Does this look credible and healthy?

Almost no one just walks into a church anymore without researching it first. Not in 2025. There is always a prescreening. People visit your website, look at your photos, read your beliefs, check your social media, scan your sermons, and try to figure out whether this church is going to help them, overwhelm them, disappoint them, or encourage them.

Your digital presence is your welcome mat.

When a church’s branding or digital presentation looks outdated, people subconsciously assume the ministry itself is outdated. And if a church feels outdated, many will assume it cannot help them with the problems they are facing today. This is rarely fair and almost never true, but perception shapes reality.

Jesus tells us in Matthew 5 that we are the light of the world. Lights are meant to be seen. They are meant to reveal, guide, and welcome. Your church’s presentation is often that first glimmer of light to someone who has not yet heard the sermon, met the pastor, or experienced the community.

When the church looks like it stopped adapting years ago, many people simply cross it off their list without ever giving it a chance.

Outdated Branding Hurts More Than Just One Church

There is something else we do not talk about enough.

When a church does not take its presentation seriously, it is not only hurting its own growth, it may be unintentionally shaping people’s perception of the church as a whole. If someone sees several outdated or neglected church websites in a row, it quietly reinforces the belief that churches are behind, slow, irrelevant, or disconnected.

And we wonder why people think the church has lost influence.

But here is the truth. Most churches are not irrelevant. Most pastors are not disconnected. Most ministries are filled with people who care deeply and work incredibly hard. The messaging just does not always reflect the reality.

Paul writes in 1 Corinthians 9 about becoming all things to all people in order to reach them. Context matters. Relevance matters. Presentation matters. Not because style saves people, but because clarity lowers barriers.

And sometimes the first barrier is simply whether someone believes your church is living in the present.

So What Do You Do If Your Church Looks Outdated?

Here are three simple and practical steps you can take to evaluate where you are and make meaningful improvements.

1. Conduct a communication audit
Have a trusted person review everything you are using to communicate externally:

• Website
• Social media
• Newsletters
• Flyers
• Announcements
• Welcome materials
• Sermon graphics

Ask them to look for consistency, clarity, accuracy, and whether the style reflects what people expect in 2025.
Ask for honesty. Not cruelty. Just honesty. You cannot fix what you do not see.

2. Talk to new visitors from the past 3 to 6 months

These people are gold. They still remember what it felt like to be new, uncertain, curious, or hesitant. Ask them questions like:

• Did our website feel current or outdated?
• Did anything online almost keep you from visiting?
• Why did you decide to come?
• What information were you hoping to find that was missing?

People will usually share if they know you truly want to learn.

3. Make changes based on the feedback

Gather a small team and begin making improvements. You do not need a full rebrand to start. Sometimes the most helpful changes are simple:

• Updating photos
• Cleaning up the homepage
• Clarifying service times
• Simplifying navigation
• Improving readability
• Using more current design templates
• Rewriting confusing or outdated descriptions

And involve the same people who gave you feedback. Ask them if the changes feel more current or helpful. This not only validates your work, it builds trust.

Your Digital Presence Is Not the Mission, but It Supports the Mission

Your website is not your ministry. Your branding is not your identity. Your design is not your theology. But these things do help people see who you are. They remove distractions. They remove confusion. They remove assumptions.

They help people take the first step toward hearing the Gospel.

When the outside presentation of your church is healthy, clear, and current, more people are willing to explore what you offer inside. And that matters because what you offer inside is life changing.

Jesus said in Matthew 5:16, “Let your light shine before others, that they may see your good deeds and glorify your Father in heaven.”
Sometimes letting your light shine starts with simply helping people see who you are. And yes, that includes your website.