New Here Page + Follow-Up: The 3 Things Visitors Want to Know Before They Return

First-time visitors leave with unasked questions.

They don't ask them out loud—they don't want to look clueless. But on the drive home, they're wondering.

"Would I fit in there?"

"What's it like when I arrive?"

"What do I do if I want to come back?"

If your website and follow-up don't answer those questions, you're leaving their return to chance.

The Three Questions Visitors Ask

Question 1: Will I Fit In?

Translation: What should I wear? How old are people there? Is this place for someone like me?

Visitors are assessing belonging before they assess beliefs.

On your website:

Show real photos of real people. Not stock images. Your actual congregation.

Let photos show:

• Age diversity (or at least, your actual age range)
• Dress code (casual? dressy? somewhere in between?)
• The vibe (welcoming? energetic? reverent?)

A single sentence helps too:

• "Come as you are—most people dress casual."
• "You'll find people of all ages and backgrounds."

In follow-up:

Reinforce the same message.

• "No dress code—wear what's comfortable."
• "We have families, singles, retirees—all ages."

What doesn't help:

Stock photos of smiling people who don't look like anyone at your church. Inside jokes. Assuming everyone knows what to expect.

Question 2: What Happens When I Arrive?

Translation: Where do I park? Where do I go? Will it be awkward?

The unknown creates anxiety. Reduce the unknown.

On your website:

Create a clear "What to Expect" or "Plan Your Visit" page. Include:

• Service times — and which service might fit them best ("9am tends to be quieter; 11am has more families")
• Parking — where to park, especially if it's not obvious
• Entrance — which door to use
• Check-in for kids — where to go, what to expect
• Coffee — is it available? where?
• Service length — roughly how long is it?

A photo or map of the building helps. If your campus is confusing, acknowledge it: "Look for the red doors—we'll have greeters outside to help you find your way."

In follow-up:

Link to your "What to Expect" page.

• "Here's what to expect on your next visit: [link]"

Or summarize the basics in the email:

• "Service starts at 10am. Doors open at 9:45. Grab a coffee in the lobby. Kids check-in is down the hall to the right."

What doesn't help:

Assuming they know where your building is. Using insider terms ("park in the north lot by the FLC"). Leaving practical questions unanswered.

Question 3: What's the Next Step?

Translation: If I want to come back—or get connected—what do I do?

Visitors don't want to be bombarded with options. But they do want to know the door is open.

On your website:

One clear next step. Not fifteen. One.

Options:

• "Newcomers lunch" — meet a few people, ask questions
• "Coffee with the pastor" — low-key conversation
• "Next Steps Class" — learn about the church
• "Small group preview" — see what groups are like

Feature one prominently. Make the button big. Make it easy to sign up.

In follow-up:

Introduce one opportunity.

• "If you want to meet a few people, we have a newcomers lunch next Sunday. No pressure—just conversation."

Don't list every program. That's overwhelming. Give them one low-commitment option.

What doesn't help:

A list of 12 ways to get involved with tiny descriptions. Pressure to commit. Making connection feel like a sales funnel.

Building the "New Here" Page

This is one of the most important pages on your website. Treat it that way.

What to include:

1. Warm welcome message — Brief. Friendly. "We're glad you're here."
2. Service times and location — With a map or directions.
3. What to expect — Bullet points: parking, kids, coffee, service length.
4. Photos — Real. Recent. Representative of your community.
5. One next step — Connection opportunity with sign-up link.
6. Optional: short video — 60-90 second welcome from the pastor. Puts a face to the name.

Format:

• Bullet points over paragraphs
• Scannable, not dense
• Mobile-first (most visitors check on phones)

What not to include:

• Staff bios (that's a different page)
• Every ministry listed
• Long paragraphs of church history
• Jargon ("Awana," "FLC," "life groups" without explanation)

Connecting the Page to Follow-Up

Your "New Here" page and your follow-up emails should reinforce each other.

In the welcome email sequence:

• Link to the "What to Expect" page
• Answer the same three questions
• Offer the same next step

Consistency builds confidence. If the page says "come as you are," the email should too.

After their second visit:

The follow-up can become slightly more direct. "We'd love to get to know you. Any interest in our newcomers lunch?"

But the first visit follow-up stays soft: welcome, answer questions, offer one next step.

A Quick Audit

Pull up your "New Here" page. Ask these questions:

☐ Does it answer "Will I fit in?" (photos, dress code, vibe)

☐ Does it answer "What happens when I arrive?" (service times, parking, kids check-in)

☐ Does it answer "What's my next step?" (one clear option)

☐ Is it mobile-friendly?

☐ Can someone scan it in 60 seconds and get what they need?

If you checked all boxes, you're in good shape. If not, you know what to fix.

The Real Goal

Your website and follow-up can't replace genuine hospitality. But they can remove barriers.

If someone's debating whether to come back, a clear "here's what to expect" page might tip the scales. If they felt welcomed but forgot details, a helpful follow-up email keeps the door open.

Answer the unasked questions—and more visitors will become returners.