When a family first visits your funeral home’s website, what do you want their experience to be?

 

You likely want them to find important information, like your phone number and address, quickly and easily. Or if a family wants to meet with your staff, you probably want scheduling an appointment to be as simple as possible.

 

And above all, you don’t want a family to visit your website and leave without finding answers to their preneed or at-need questions. Because even if you attract a family to your website, you can still miss opportunities to serve them if your website is confusing or hard to use.

 

So, how can you make sure families have a good experience with your website?

 

Keep reading to find out!

 

 

1. What information should my website include?

 

There’s a lot of information you can include on your funeral home’s website, which makes it difficult to determine which information needs to be included.

 

It’s important to remember that your website should meet the immediate needs of families. To do that, be sure to include the information families are most likely looking for, including:

  • Your phone number and address
  • The services you offer
  • Funeral package details
  • Your prices
  • Obituaries

 

Families are actively looking for this information, so make sure they can easily find it on your website.

 

 

2. How fast and user-friendly should my website be?

 

According to Toptal, 88% of consumers are less likely to return to your website if they have a bad experience. So, if your website is outdated or difficult to navigate, you might miss out on opportunities to serve families.

 

Your website should help you connect with families, not lead them in a different direction.

 

To turn website visitors into families you’ve served, make sure your website is up to date, user-friendly, and loads quickly. Because when families have a positive experience with your website, they’re more likely to choose your care.

 

 

3. Should my website offer educational resources?

 

When families have questions about funerals, they will likely look for answers online.

 

While there’s a lot of information about funerals online, not all of it is accurate, which makes it difficult for families to find trusted answers to their questions.

 

However, by sharing educational funeral resources, your website can become a reliable source of knowledge for families.

 

Here are a few ideas to help you build your resource page:

  • Share grief resources
  • Educate families on the value of a funeral
  • Explain funeral etiquette

 

You can also direct them to other trusted websites, like FuneralBasics.org, for more information!

 

By offering educational resources on your website, you can answer families' questions while promoting yourself as an expert that families can rely on. When families view you as a trusted guide, they’ll know they can turn to you with any questions or needs they may have.

 

 

4. Is it important to include calls to action on my website?

 

As a funeral professional, your top priority is serving families, and one way you serve them is by guiding them toward beneficial decisions.

 

But how can you guide families through grief online? Your website!

 

When your website has effective calls to action (CTAs), you can help families find the answers they need. There are 2 types of CTAs, and both are needed to serve families online:

  • Transitional: Gives the family more information in exchange for their contact information
  • Direct: Invites the family to take action and commit to the next step with your funeral home

 

Transitional CTAs can ask a family to register for a preplanning event, request to download an educational resource, explore your funeral home’s services and offerings, and more. Direct CTAs ask a family to call your funeral home, schedule a meeting, begin the preplanning process online, and more.

 

Your website needs to give direction to families in need, so they don’t have to wonder how you can help them. By utilizing CTAs on your website, you can guide families toward a healing and meaningful service.

 

 

5. Can video help personalize my website?

 

Many families may not be aware of all the ways you serve your community.

 

But explaining your commitment to families through words on your website can be difficult. That’s why video is such a powerful tool.

 

High-quality video content can showcase how well you care for families and communicate your commitment to them. Here are a few video ideas that will help set your funeral home apart in your community:

  • Testimonials: Ask satisfied families to speak about their experience with your funeral home
  • Heart for service: Explain why you’re passionate about serving families
  • Facilities: Show families what to expect when they walk through your doors
  • Personalization options: Promote the options available for a personalized and meaningful funeral

 

Using video will make your website more favorable to Google and other search engines, which means more families will be able to find you online!

 

 

6. Would optimizing my website for SEO and AEO help attract families?

 

Even if your website is fast, user-friendly, and has all the right content, it won’t be helpful to families if they can’t find it when they search for “funeral home near me” or “cremation in my area.”

 

That’s where Search Engine Optimization (SEO) and Answer Engine Optimization (AEO) come in.

 

Ranking well with search engines, like Google, and answer engines, like ChatGPT, can increase your chances of a family finding and visiting your funeral home website.

 

Several factors can impact your SEO and AEO, but here are a few things to keep in mind.

 

SEO:

 

AEO:

  • Understand user intent
  • Make sure your content answers specific questions families may have
  • Structure your content clearly

 

When your website is optimized for SEO and AEO, more families will find your funeral home online.

 

 

Turn website visitors into well-served families

 

Your website is often a family’s first impression of your funeral home. Start on the right foot with a helpful, easy-to-navigate, and personalized website that reflects how you care for families.

 

But we know you didn’t sign up to be a website expert. Building and maintaining a successful website takes time. Time that’s hard to find when you’re focused on serving families.

 

You deserve a partner who will manage your website, so you can stay present with the families who need you most. Our digital marketing packages include website management to save you time, strengthen your online presence, and help you reach more families.

 

Fill out the form below to see how our digital marketing packages can support your funeral home and help you connect with families like never before.