When people walk through your church doors for the first time, they’re often seeking connection, spiritual help, or a place to belong and thrive. But even the most welcoming worship centers can unintentionally alienate guests if your communication is filled with “insider language.” Let’s stop that! If your church wants to be known for something (beyond what your current congregation knows), you must ensure that what you say makes sense to those unfamiliar with your church culture.
Here’s how to help your church “speak guest” by evaluating and adjusting your communication strategy.
1. Audit Your Church’s Communication for Jargon
Words and phrases like “narthex,” “fellowship hall,” or “love offering” may seem natural to those familiar with your church traditions, but they can leave first-time guests confused. A good rule of thumb: If you wouldn’t hear it at work or in a coffee shop, it probably needs translating. Tip: Create a list of common phrases your church uses. Ask a few non-church friends to tell you what doesn’t make sense.
2. Simplify Announcements and Signage
Announcements and way-finding signage are areas where visitors can feel lost. Terms like “small groups” or “discipleship class” are familiar to members but might need further explanation for someone new. Clarity and simplicity go a long way in helping visitors feel welcomed. Tip: Change announcements to emphasize the purpose or benefit. Instead of, “Join our men’s discipleship class,” say, “Looking for community with other men? Join us to build friendships.” Then, well-placed signage can clarify where newcomers should go. Use clear labels like “Lobby” instead of “Narthex.”
3. Train Your Team to Translate Church Speak
First Impression greeters, ushers, and ministry leaders play a vital role in bridging the gap between church language and guest-friendly communication. They should help first-timers navigate the culture of your church. It’s essential to be known for something that feels approachable and easy to connect with. Tip: Train volunteers with simple ways to explain ministry opportunities. For example, instead of, “You’ll find the bulletin in the narthex,” say, “We hand out service guides just inside the front doors.”
4. Review Your Website for Guest Clarity
Your website often offers a first impression of your church. If it’s filled with ministry names and acronyms only familiar to insiders, it will discourage guests from trying them (or clicking on them)! Your site should simply answer basic questions like “What should I expect?” and “What’s available for my kids?” Tip: Create a guest-friendly landing page that speaks directly to someone new (e.g. New?) Focus on simple communication that describes benefits, such as, “Enjoy coffee, meet friendly people, find community.”
5. Be Known for Something That’s Clear and Inviting
If your communication focuses solely on the needs and language of current members, you risk building an echo chamber. Effective church communication must balance internal traditions with external clarity. A church that wants to be known for something meaningful in the community should try to create messaging that resonates with everyone—both regular AND first-time guests.
About the author
Mark MacDonald is a communication pastor, speaker, consultant, bestselling author, and church branding strategist for BeKnownforSomething.com empowering thousands of Pastors and churches to become known for something relevant (a communication thread) throughout their ministries, on their church websites and social media. His church branding book, Be Known for Something, is available at BeKnownBook.com.