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In this episode of Rural Renewal, Chris Morton shares simple, practical ways rural and small churches can improve their online presence—without needing a big budget or tech team.
From claiming your Google listing to using Facebook like a town bulletin board, Chris explains how digital engagement today is the new front porch. You’ll learn why hospitality starts online, how to overcome assumptions people make about your church, and how a few small steps can make a big difference in helping people find—and feel welcome in—your church.
This isn’t about going viral. It’s about being visible.
Chris Morton is a Client Success Manager at Bazaarvoice, where he partners with clients to help them thrive in a digital-first marketplace. With a background in strategic communications and digital engagement, Chris brings a unique blend of creativity and systems thinking to every project. Previously, Chris served as Director of Communications and Strategic Initiatives for Fresh Expressions. He holds an M.A. in Global Leadership from Fuller Theological Seminary (2012).
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Interview Summary
“The goal is not to go viral—it’s about making sure there are signs of life when people find you online.” —Chris Morton
In today’s digital world, even the smallest churches in the most rural places are just a Google search away from someone seeking connection. But what happens when they look—and find nothing?
In this episode of the Rural Renewal Podcast, hosts Kathleen and Chris Blackey sit down with Chris Morton to talk about the practical steps rural churches can take to ensure their presence online reflects the life, welcome, and witness of their congregation. With years of experience in marketing and ministry, Morton brings a down-to-earth, grace-filled approach to digital strategy—showing that any church, no matter how small, can faithfully engage their neighbors online.
Rethinking Visibility: Why Online Presence Matters in Rural Churches
Many rural church leaders assume that because “everyone knows each other,” digital outreach isn’t necessary. But as Morton reminds us:
“Even in small towns, people are more likely to search Google than knock on a neighbor’s door.”
Being visible online doesn’t mean being flashy or trendy. It means being findable and clear. If someone in your community is quietly looking for a church home, the first step is often an online search. Churches that don’t show up—or show up with outdated or confusing information—risk being missed altogether.
Morton urges rural congregations to think of their online presence like a church sign: it’s not meant to convert people immediately, but to let them know you’re there, who you are, and when you gather.
The Basics First: Three Must-Haves for Every Church Website
“Having a website isn’t about being flashy—it’s about being findable.”
Before diving into social media strategy or live-streaming services, Morton outlines three digital basics that every church—especially rural churches—should prioritize:
- A Simple Website
At minimum, include:- Church name and logo
- Service times and location
- A brief description of what to expect
- Contact information
- Google Maps and Online Listings
Create or claim your church’s Google Maps listing and ensure it includes accurate information. Bonus points for adding photos, service times, and a short description. - Online Reviews
Ask a few trusted members or visitors to leave honest reviews on Google or Yelp. “It’s like signage. You’re just helping people remember you exist when they’re looking.”
Even one good review—like the one read aloud in the episode—can give a potential visitor a glimpse into what your community is really like.
Following Up: What Happens After the First Visit?
“It’s hard to visit a church—but it’s even harder to come back a second time.”
Morton emphasizes that follow-up is a ministry. Whether someone fills out a digital form, writes their email on a clipboard, or simply shows up one Sunday, intentional next steps can mean the difference between a guest and a future member.
Effective follow-up might include:
- A handwritten note or postcard
- A text or email inviting someone for coffee
- A simple Mailchimp newsletter with weekly updates
Don’t overthink it.
“A clipboard and a pen can be just as effective as an automated funnel. What matters is that someone follows up.”
Social Media Strategy: Keep It Real, Keep It Simple
Many churches feel overwhelmed by the pressure to “do social media right.” Morton encourages leaders to let go of the pressure to be influencers and instead focus on showing real life.
“Just post enough that when someone looks, they see your church is still alive.”
Start with:
- Sharing a sermon clip or scripture graphic
- Posting photos from a community event
- Highlighting upcoming holiday services
And perhaps more importantly, let your own personality shine.
“People are more interested in you than your church’s Facebook page. Be yourself. Show what you care about.”
This builds trust, curiosity, and a sense of connection—even before someone walks in the door.
Digital Ministry as Incarnational Ministry
Throughout the conversation, an underlying theme emerged: digital presence is not about performance or promotion—it’s about presence. In rural ministry especially, relationships are the currency of the gospel. And in today’s world, those relationships often begin online. Whether someone is searching for a church, scrolling social media, or reading a local forum, they are looking for signs of life—hints that a community exists where they might belong.
“You matter—even your little piece of the Kingdom of God matters. And people are looking—scrolling—hoping to find a community that welcomes them.”
For a church to have an online presence is not to chase trends or consumerism, but to reflect the incarnational nature of ministry. Just as Jesus came near to dwell among us, we too are called to show up where people are—physically and digitally. When we maintain an up-to-date website, post authentically on social media, or offer a simple follow-up to a first-time guest, we are creating space for people to experience welcome and connection. Digital ministry, then, becomes an extension of pastoral care—a front porch to a deeper relationship with Christ and his community.
Show Up, Be True, and Make Space
Rural churches often underestimate the value they offer or assume they’re too small to make a digital impact. But in truth, these congregations are uniquely positioned to offer authentic, grounded community to people who are searching for more than noise. With just a few intentional steps—clarifying service times online, updating a Google listing, or crafting a warm follow-up message—churches can ensure that when someone is looking, they will be found.
You don’t need to do everything. What matters is that you show up and offer an honest reflection of who you are. Digital ministry isn’t about slick branding—it’s about being discoverable, approachable, and faithful to your mission. In a world filled with noise and uncertainty, even the simplest online presence can become a doorway into something eternal.
“Marketing isn’t selling—it’s helping the right people find what they need. Some of them are looking for Jesus.”
Reflection Questions
- What would someone in your community find if they Googled your church today?
- Is your website clear about who you are, where you meet, and when?
- What kind of first impression does your online presence make?
- How do you currently follow up with visitors—and how could you make that more personal?
- Where do people in your community spend time online (Facebook, Instagram, local forums)? How could your church be present in those spaces?
- How can you make your digital presence more incarnational—reflecting the real life of your church?
