Health and Growth

7 of the Best “About” Page Examples We've Seen [+ Templates]

Use these overlooked "About" page strategies (and examples) to inspire, optimize, and perfect your new visitor communications strategy.

7 of the Best “About” Page Examples We've Seen [+ Templates]
by

Paul Maxwell

A recent survey from KoMarketing revealed that the first thing most people (52%) want to see on a website is the “About Us” page.

The truth is that for churches, this number is much higher, since church website users have a much higher proportion of new users

And yet, the church “About” page is one of the most poorly utilized pages on the internet. 

Let’s be honest:

It’s basically the “junk drawer” of your church website.

But people want to click in your “About” page.

It’s where you stuff all your best one-line “Come to church” pitches into a blender and pour a bland smoothie. 

Here’s the truth:

Your church’s “About” page could be such a high-return digital asset for your church if you use it correctly.

In this article, we’re going to delve into 8 “About Page” best practices that will revolutionize how your church uses its “About” page.

How to Craft a High-ROI Church “About” Page

An “About” page should pass the “elevator pitch” test.

This means that, if you are the pastor of a church, and somebody asks you what you do for a living, you should know exactly how make an effective cold pitch for why anyone should attend your church this Sunday in less than 30 seconds.

If you don’t have this pitch down, this should be a high priority for your church this week.

“How do we most effectively communicate to people why they should come to our church in the shortest amount of time?”

This is one of the most important questions a church can answer.

And, if your church isn’t growing, answering this question is the key to unlocking growth in your church.

1. Nail your church’s elevator pitch

Make sure that, at the very least, your executive team knows how to encapsulate your elevator pitch for your church.

It is composed of a few things: a common problem, a hook, and a solution. 

Formulate your elevator pitch in terms of the problem it solves, the features of your service that will compel people to visit, and the way these features solve the problem. 

In other words—everybody wants something. We are all creatures of want. 

Your elevator pitch should articulated in such a way that peoples wants—usually those deeper than they allow themselves to perceive—are meet in a profound, personal, and professionally produced manner. The great differentiator for churches often comes down to how profoundly, personally, and professionally they are willing to make their appeal. 

2. Put a video on the top of your “About” page

You should craft a “Welcome” video for your “About” page that summarizes your pitch.

This video should include your lead pastor giving the pitch, and perhaps include some B-footage of your church welcoming people, the congregation in worship, and even some small group footage.

There are a few ways to optimize your video so that visitors hear what you have to say.

Over ⅔ of church website traffic is mobile, and one of the great features of mobile is the ability to get information from a website as quickly as possible.

Therefore, you should do these two things:

  1. Put closed captioning in the video so that those who want to watch the video without sound can still experience the content.
  2. Put an edited transcript of the video below the video for those who would rather skim than press “Play.”

3. Optimize the page for new users

People from your church rarely visit the “About” page. 

They know what your church is about.

Therefore, make your “About” page for newcomers, for people who are checking out your church, for searchers, and even for non-Christians.

The content of your page should not be full of “Christianize,” in-house language, and indiscernible spiritual lingo.

The language of your pitch, and of your “About” page, should be full of common sense language, light humor, and express a passion for your purpose that people can sense from your facial expressions, your appeal, your vocabulary, and your tone.

4. Front-load opportunities to get connected

Include in your “About” page links to get people involved.

Link to events.

Link to register for small group.

Prompt visitors to register for a “First Visit” event so that you can prepare a welcome package for them at the door.

People on the “About” page of your website are hungry for something—for community, for spiritual revitalization, for a social support system, for religious reconnection, and a host of other things they can only get at church. 

Make those benefits apparently and intuitively accessible for new visitors.

Make “getting connected” at your church as close to Amazon’s One-Click Buy” as possible—both in your web design and in your “About” page’s content.

5. First communicate the feel of your church over the ideas behind your church

Obviously, the ideas of your church are important.

Many people want to choose their church based on certain doctrinal commitments, and are searching for that information in your “About” page. 

You should make your beliefs publicly available, but on a separate page—your “Our Beliefs” page. 

On your “About” page, instead of trying to communicate the ideas that define you, instead pick three adjectives that you want people to use to describe you based on your “About” page.

What are these three adjectives?

They should accurately represent the feel of your church’s culture. 

Make the communication of this culture, and earning these adjectives, the goal of your “About” page.

People make decisions about online content much more based on how it makes them feel than on whether they agree—perhaps even more than many searchers would admit.

6. Put worship times near your church’s Nav bar

Don’t make anyone search for Sunday worship times.

Don’t hide this information on any one page.

Make Sunday worship times explicitly available in the Nav bar so that every visitor knows this information, no matter what page they use to access your website.

This is the single most important piece of information they need, and it should always be made both top-of-mind and top-of-page for newcomers.

7. Share pictures of recent community events

The “About” page is a great place to communicate the sense of community that your church has.

Show people children smiling, adults eating food, small groups gathering, people worshipping, and your pastor teaching. 

Show images that portray many different aspects of your church so that no matter who visits your “About” page, they can connect with something—kids, community involvement, teaching, etc.

8. Make “Church Leadership” easy to find for visitors

Like your doctrinal commitments, it’s tempting to place your “church leadership” content on your “About” page.

This is a poor practice. This should go on a separate “Church Leadership” page with professional photos and light-hearted (but deep and informative) biographical information. 

Killer Church “About” Page Examples

Here are seven website templates that you can use to implement these eight “About” page best practices.

1. Living Waters Church

2. Christian Life Fellowship


3. Calvary Church



4. Gateway Family Church




5. St. Marys’ Metchosin



6. C3 Los Angeles


7. Northwood United Church


Over to you

Use these templates to take advantage of the people who want to get a feel for your church.

Here’s the big mindset shift that most churches need to experience about their about page:

It’s more about the feel of your church than the ideas of your church.

Help people experience the three adjectives you want them to use about you. 

You will experience a more successful conversion from “web visitors” to “first time visitors” if you do.

Why Write Church Donation Letters?

In a previous blog post, I shared the different ways your church can thank donors—from automated emails to year-end giving reports. Printed donation letters also play an essential role in your church’s stewardship efforts.

Donation letters are the Swiss Army knife of your church’s gratitude arsenal. It may not be the most powerful—but it’s versatile, handy, and gets used often.

Your basic church donation letter can serve many different purposes, including:

  • Acknowledging that you received a donation
  • Thanking the giver for being generous with their finances
  • Sharing other ways the person can support your church
  • Allowing the donor to write the gift off on their taxes
  • Encouraging supporters to make recurring donations
  • Requesting future donations from church members

A single, well-crafted donation letter can pull together several of these things simultaneously. Better donation letters lead to more giving, which leads to more donation letters—thus creating a cycle of on-going church generosity.

Church Donation Letter Samples

Here’s the good news—you don’t have to write an individualized letter for every person who gives to your church. That would be tough to do for even smaller churches. And most donors don’t expect you to. They’d rather you be putting their gift to better use in the community, instead of ceaselessly writing thank you notes.

With the possible exception of some unique circumstances, your church can use template language for the majority of your church donation letters. You’ll have to add in custom details like the donor’s name and gift amount, but you can write everything else in advance.  

To make this even easier on you, here are a few basic church donation letter templates you can copy and paste. Keep in mind that not all of these have to be in print—you could just as easily turn some of these samples into email appeals.

1. Donation Acknowledgment Letter

The Donation Acknowledgement Letter is a basic way you can confirm and affirm a monetary gift to your church. Sending these is standard practice in church and nonprofit culture.

Dear [first name],
I want to personally thank you for your donation of [gift amount] to [church name]. We’re honored you would bless us with your generosity. Donations like yours make a big difference in the work our church is doing in the community.
Without givers like you, our church can’t have an impact or influence in our community. With your support, we’re partnering with local nonprofits, sending out global mission trips, and hosting small groups on topics that help real people like you. Together, we can make a difference.
Because we’re a tax-exempt nonprofit, you also get to write this donation off on your taxes. This letter serves as official proof of your donation, so keep it in your records come tax season. At the end of the year, we’ll also send you an annual recap with how much you’ve given to the church.
Thank you for supporting [church name]!
Sincerely,
[your name]

2. Donation Request Letter

Not every church member realizes the importance of giving, or understand Bible verses about tithing and giving.  So a Donation Request Letter helps to spread that awareness and encourage a spirit of generosity.

Dear [first name],
How are the finances in your household? That was a rhetorical question, so you don’t have to answer—besides, this is a letter so we wouldn’t hear you anyway. But we still want you to think about that question.
Money is a uniquely human issue, one we all struggle with to one degree or another. Even if you’re financially blessed, you still have the burden of stewarding your money wisely. And we believe that one of the best ways to invest your money is into the local church.
Tithing (giving 10% of your income) on a regular basis not only supports the work we do at [church name]. It doesn’t just support local missions and community growth. It also shows an obedience to God by making his work a financial priority in your life.
So if you find yourself ready to put God first in both your heart and your wallet, we encourage you to make a one-time gift or sign up to make recurring donations. That way, you won’t have to ever wonder again about the financial status of your household.
Sincerely,
[your name]

3. Monthly Giving Letter

Many church donations aren’t just one-time gifts. Plenty of givers contribute monthly—and that should be acknowledged.

Use this template to correspond with recurring givers.  

Dear [first name],
Thank you for being an active and faithful member of our church community. By giving to our church on a monthly basis, you’re showing that our church has a meaningful place in your heart. We just wanted to write this to let you know that you’re in our heart, too.
Donating to the church monthly allows us to preach the gospel, make disciples, and support others in our community who need help. Others like the local food bank and the nearby homeless shelter. We’re answering the cry of the needy, and it’s all thanks to contributors like you.
We earnestly appreciate your ongoing support and want to let you know we’re here for you. If there’s ever anything we can do for you and your family, don’t hesitate to reach out. You are a valued member of our church family. And you’re financial support is making a difference.
Sincerely,
[your name]

4. Year-End Giving Letter

At the end of each year, it’s customary to give your church supporters a summary of their gifts. The primary reason is for tax purposes, but it’s also a way to recap everything your church has done over the past year with their support.

Dear [first name],
You’re getting this letter because you gave to [church name] at some point during the past year. That might have been a one-time gift, or recurring donations. Either way, we want to thank you for your generous support. Every contribution helps.
One of the official reasons for this letter is for tax purposes. That’s right—you get to write these donations off on your taxes. Which is why we’ve included a summary of all the contributions you’ve made to our church this year.
But the other reason for this letter is to let you know what we’ve done with the money you gave. We take stewardship very seriously, which means we value spending our time and resources wisely.
During the year, our church supported local nonprofits, sent global missions teams, and baptised quite a few people. It was a great year for us—thanks in large part to donors like you.
So thank you for your support of our church, and we hope you’ll consider continuing to contribute to our mission in the coming year.
Sincerely,
[your name]  

5. Church Fundraising Letter

Sometimes you need to make a more significant financial push using tried and true church fundraising ideas. Some churches call this a Stewardship Campaign or a Church Capital Campaign. Either way, the goal is to raise a certain amount of money for a big project. And typically, a solid letter of appeal is an integral part of that.

Dear [first name],
God has a plan for everyone and everything. That includes you, and it includes [church name]. None of us can fully know God’s plan—the best we can do is pray and listen for clarity. Our church leadership has been doing just that and are excited to announce our latest church project.
[Detail the outline of the major church project—this could include a building campaign, or raising support for a global mission trip. Anything specific to your church that requires a fundraising letter. Be sure to include a fundraising goal so everyone knows what you’re shooting for.]
But we can’t pull this off without your support. Whether you give to the church on a regular basis, or just attend on occasion, we’re asking you to consider contributing to this massive undertaking prayerfully. It’s something we need our entire church community’s help with.
Even if you can’t make a large gift, know that every little bit helps. It’s more about coming together as a community united behind a common cause. We hope that you’ll consider making a donation towards this great step forward that we’re making together.
Sincerely,
[your name]

Tips when writing church donation letters

It’s not enough to just copy and paste this content and send away. The key to an effective church donation letter is a touch of personalization. Follow these tips to take your donation letters to the next level:

  • Examples: Add specific examples of how your church will use the donation. Tell a story about the work your church is doing in the community and connect that with giving.
  • Personalization: For regular donors, don’t be afraid to add a short, handwritten personal note. This shows that you’ve singled them out with praise.
  • Timeliness: Sending donation letters quickly reminds people you’re thankful for them. But this also takes organization and efficiency. All the more reason to use pre-written templates.
  • Storytelling: Everything is better with stories—including donation letters. Weave in a specific narrative of how your church is making a difference and how the money will be used.

There’s no one right or wrong way to write a donation letter or request contributions. You’ve got to do what is right for your church and congregation. But if you stick to these general tips, you’ll probably start to see some traction when it comes to giving.

What’s next?

Most people don’t love talking about money in church. But it’s a necessary and vital part of your church. And maximizing your efforts when it comes to donation letters will help make those conversations more comfortable. So what do you do next to put this into effect?

  • Customize these letters: Take the samples above and make them work for your church. Personalize the content. Remove the stuff that doesn’t sound genuine and add in stuff that does. Remember that these are just a starting point.
  • Create some systems: Develop processes that make it easy for you to replicate sending donation letters. Use a letter template that allows you to drop in names and details. Then develop guidelines for when these letters will be sent out.
  • Empower a champion: Find out who is going to be responsible for making these letters happen. Rather than thinking of this as adding more work to their plate, think about how you can elevate their work. This could be a staff member, or a volunteer.
  • Start sending: All of this will be for nothing if you don’t actually send out the letters. Take the time to get it right and get them into the hands of your church donors.

And if you’re looking for ways to grow your church’s giving capacity, Tithely can help.

We provide several different ways your church members can support your church financially—from online giving, text to give solutions, and giving kiosks.

Tithely’s systems make it as easy as possible for people to give to your church. Now all you need to start doing is generating a culture of gratitude. There’s nothing standing in your way. Go unleash generosity in your church.

How does your church use donation letters to spread generosity? Share your thoughts in the comments below!

Editor's Note: This is a guest post from Robert Carnes. Robert is a writer and storyteller. He's the author of The Original Storyteller: Become a Better Storyteller in 30 Days. A former church communicator and nonprofit marketer, Robert works as a managing editor for Orange in Atlanta.

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7 of the Best “About” Page Examples We've Seen [+ Templates]