Individuals looking for a church often start their searches in the most obvious place: Google.

On a daily basis, thousands of people open their devices and enter the prompt, “Churches near me.”

They scroll through the results, looking for answers to their questions. Could we imagine raising a future family here? Do we share the church’s values? Does this appear to be a healthy and growing community?

Of course, a digital snapshot doesn’t provide the full picture. Yet a church’s online presence can frame expectations. Before walking through a door or hearing a sermon, people interact with maps, photos, reviews, and belief summaries. It is essentially their first greeting.

In a 2023 Lifeway Research survey, 37% of American churchgoing adults said they would utilize church websites if they were seeking a new congregation. Twenty-seven percent said they would rely on search engines.

According to Google Keyword Planner, approximately 1.5 million searches in the U.S. each month use the phrase, “Churches near me.”

Behind each search is a person showing interest, or what a marketer would call intent. Someone is curious about Jesus, hoping to find a faith community, or looking for a fresh start.

Google has become a kind of church lobby. People are more likely to visit a congregation that has a welcoming and informative online presence.

Digital Welcome

When inviting a new friend to dinner, you do more than cook a meal. You provide the correct address, turn on the porch light, tidy up, set the table, and offer a greeting at the door.

Hospitality begins before guests even enter the house.

In a digital age, churches must prepare for visitors by rolling out the welcome mat online. Start with the space Google gives every church: the Google Business Profile.

When people search for nearby churches or enter your church’s name in the search bar, this profile powers what they see in the results.

The profile typically appears at the top of a smartphone screen. On a laptop, it is usually in the upper right.

Each Google Business Profile includes a name, an address, office hours, photos, and reviews. Links allow users to navigate to the website, call, or get directions with a single tap or click.

Maintaining a quality church website is essential. However, people have to find the site before they can explore it. Search engine users often arrive first at a Google Business Profile. For this reason, churches should tend that space with the same care they give their lobbies.

If your church does not have a profile, create one at google.com/business. Use your church’s official name and address, matching it with your signage.

Your church might have a profile that is unclaimed. Find it at business.google.com/add, and follow the prompts.

In either case, you will need to verify that you represent the church. Google will guide you through a verification method, such as a phone code or an email to your church’s domain.

After signing in, you can start creating or editing your profile.

Four Essentials

There are four characteristics of an effective Google Business Profile.

The first is accuracy. Your profile should mirror the basics exactly as they appear on church resources. When details match word for word, people feel confident they have found the right church.

In a digital age, churches must prepare for visitors by rolling out the welcome mat online.

Be sure the church name is the same everywhere, especially after a rebrand.

Business hours should reflect office hours so people will know when they can call or visit.

Check the map to see whether it directs potential visitors to the right place. Open your profile in Google Maps and confirm the pin sits on the main entrance rather than a mailbox or administrative office.

If the church has multiple campuses, maintain a distinct profile for each address. Use consistent naming patterns that make sense at a glance, such as City Church North or City Church Downtown. Review the profile of each campus to be sure all details are correct and up to date.

The second characteristic is clarity. Google uses your profile’s contents when generating search results. Write a simple two- to three-sentence description that captures the essence of your church. Include service times at the end of this summary.

Use the profile’s Questions and Answers section as a friendly concierge. Ask greeters, volunteers, and your receptionist what questions they hear most frequently. Then turn those inquiries into clear responses.

Cover the basics, such as service times, children’s check-in locations and processes, and student ministries. Review answers regularly, keeping the information up to date.

You will also need sharp images, the third quality of an effective profile. On most Google Business Profiles, photos are the first elements people see and tap.

Images should accurately depict what the church will look like when guests arrive. Knowing what to expect can reduce anxiety and help people visualize themselves in the space.

A welcoming and visually appealing gallery invites people to keep scrolling and learn more.

Think like a person who has never visited. Start with a wide street view that includes the building’s exterior, signage, and main entrance.

Show the lobby, sanctuary, and children’s check-in area. Include at least one photo of a worship service.

Use horizontal, uncluttered images. Update photos after a remodel or sign change, and refresh them seasonally so Christmas decor does not linger in July.

Choose a welcoming cover image of the church with natural lighting.

Secure permission before using any images of people, and avoid close-ups of minors.

The goal is to help a newcomer recognize your building from the sidewalk and feel at ease before stepping inside.

Finally, respond to reviews. Your tone communicates as much as a rating. Consistently warm and friendly replies can shape a guest’s decision to attend.

Thank those who leave good reviews, and celebrate what God is doing in their lives.

When a review is critical, acknowledge the experience, express genuine care, and invite the person to continue the conversation. Provide an actual name and instructions for reaching someone in leadership.

Avoid arguing point by point or sharing private details. Whether the review is one star or five, listen, learn, and serve without becoming defensive.

Digital hospitality is part of pastoral care and evangelism. Think of your church’s presence online as another way to point people to Christ.

I pray that each of the 1.5 million people searching “churches near me” in a given month will find a Bible-believing and welcoming Christian community.

People are looking for a place to encounter Jesus — and their search might just start with Google.

This article appears in the Winter 2026 issue of Influence magazine.