It takes less than a second for someone to form an opinion about your website. That first impression can make all the difference in how families view your funeral home or if they choose to work with you.
There’s also no shortage of websites families can visit online, so getting families to your website is an additional challenge.
That’s why it’s critical for your website to look up-to-date, be easy to navigate, and include helpful content. So, when families do get to your website, they’ll believe you can help them and trust in your service.
But if your website is outdated, difficult to use, and lacks valuable content, it might drive families away.
Here are 3 ways an outdated website can hurt your business.
1. An outdated website can look unwelcoming and unprofessional
Before a new family ever steps into your funeral home, they’ll likely explore your website to learn more about you. In fact, 76% of consumers visit a business’s website before visiting their physical location.
If your website’s appearance and functionality aren’t a priority, it could send a message to families that your business isn’t welcoming – or worse – isn’t professional.
Your website’s appearance needs to be more than an afterthought. You should consider it an extension of your facilities and your digital storefront. And since first impressions matter with families, especially during emotional decision-making moments, your website needs to look welcoming and professional.
If your website is dated, doesn’t include educational resources that can help them, or looks unprofessional on desktop and mobile, your funeral home could appear less credible, ultimately turning families away. Plus, if your website isn’t optimized for mobile users, you could miss out on 98% of people.
An updated website that looks good on mobile and desktop, is easy to navigate, and includes valuable resources will help you build trust with your community, attract new families, and enhance your funeral home’s brand awareness.
2. An outdated website can hurt your preneed sales
Your preneed program plays an important role in the long-term health and growth of your funeral home. Similarly, your website is a crucial factor in how successful your preneed program is today and tomorrow.
Many of today’s funeral consumers want the chance to explore their preplanning options online. And a number of families would prefer to see their choices before meeting with your funeral home.
A website that doesn’t clearly explain a family’s preplanning options or offer an online planning and funding tool can detour families and send them to another funeral home. On the other hand, if your website clearly shows families how you can help them and the options they have with you, they’ll be more likely to see you as a helpful guide.
Having a website that also offers an online planning and funding tool can give families additional flexibility in exploring their options, which can further build goodwill between you and them.
Your website should help you gather preneed leads and make it easy for families to explore their preplanning options, learn about the benefits of preplanning, and allow them to take the next step. Because when your website is an extension of your service, families will feel more confident turning to you.
3. An outdated website can make you miss out on new families
Families don’t choose the best funeral home. They often choose the funeral home that reaches them first.
When families in your community search for “funeral home near me” or “cremation services in my area,” you want to be the funeral home at the top of the results list. SEO, or Search Engine Optimization, is one of the most effective ways to ensure your funeral home reaches families before your competitors.
And a key part of an effective SEO strategy is ensuring your website is updated, easy to navigate, and offers educational content. Because without an effective SEO strategy, your website will rank lower on search results, and fewer families will find your funeral home.
If your website shares relevant content and provides a positive user experience, you will rank higher on search engines. And when your website ranks higher, you can reach more families and stand out from your competition.
Your website should work for you. Not against you.
If your website is outdated, difficult to use, and lacks valuable content, you could be making a poor impression with new families. However, a website that is up-to-date, user-friendly, and educational is more likely to leave a positive impression with families.
And a strong first impression can lead to lasting connections.
But knowing how to make your website your digital storefront can be difficult, and finding the time to get started can be even more challenging. We’re here to help.
At Funeral Directors Life, our digital marketing packages include website management services designed to help you connect with families and show them how you can help.
Fill out the form below to learn more!