Let’s get real for a second. You already know how vital credibility is in the funeral home business. People need absolute trust in who they choose for such a personal, sensitive service. But here’s the kicker—are you putting that same level of care into your online credibility?
I’m not just talking about your community reputation. I’m talking about how Google and other search engines see you. And yes, it’s different.
See, in the offline world, your word and your service speak volumes. But online? Google doesn’t care how many families you’ve served or how long you’ve been in business—unless you show it. If your website is nothing but a few generic pictures and some basic info, Google shrugs. And if Google shrugs, you’re sinking down the search results faster than a stone in water.
Here’s the deal: You’ve got to communicate your credibility online, just like you do in person. Add some muscle to your website. Show why you’re the trusted funeral provider in your area. Because a good-looking site isn’t just for show—it’s your 24/7 sales machine.
Now, don’t forget, a website is a marketing tool first and foremost. Getting people to your site is just step one. You’ve got to make them want to stick around and trust you enough to pick up the phone. And it all starts with credibility.
So how do you do that? Let’s break it down.
1. Build a Killer “About Us” Page
Most businesses treat their “About Us” page like a quick afterthought. That’s a mistake. This is your moment to shine, to connect, to tell your story. Don’t phone it in with a couple of stale bios. Talk about who you are, why you do what you do, when you started, and how long you’ve been serving the community. Make it personal. Let visitors know you’re not just running a business—you’re providing a vital service to the community.
Got deep roots in your town? Say so. Volunteer work? Highlight it. Anything that shows you’re invested in the people you serve builds trust.
2. Show Faces
People connect with people, not faceless businesses. Get professional headshots of you and your staff up there—sharp, clean, and real. Add some bio details for each staff member. Let visitors get a sense of the team that’ll be caring for their loved ones.
3. Show Off Your Space
Give them a peek inside your funeral home with professional photos. Clean, crisp images of your facilities—inside and out—make a huge difference. It’s all about helping them feel comfortable.
4. Testimonials Are Gold
If you’ve got thank-you cards, letters, or even emails from families you’ve served, use them. Scan them, get permission, and add them to your site. But make sure they look real. Authenticity is key—fake-looking testimonials do more damage than good.
5. Create a Professional Video
A business profile video can go a long way. But don’t think you can just shoot it on your phone and call it a day. Unless you’ve got some pro-level video skills, invest in a professional. The difference between a homemade video and a polished one is night and day. Show your funeral home in its best light—literally.
6. Badges and Reviews
You’ve probably got some memberships or third-party reviews worth bragging about. Maybe you’re part of the Chamber of Commerce or have a great BBB rating. Show it off. Google review badges, BBB logos, whatever helps build trust—but keep it subtle. No need to plaster it everywhere.
By boosting the credibility of your website, you’re not just giving visitors peace of mind. You’re also telling Google, “Hey, this business is legit.” And when Google sees that, guess what happens? You start climbing those search rankings. And that means more families choosing you, more cases, and, ultimately, more revenue.
Bottom line: Treat your website’s credibility as seriously as you treat your in-person reputation. It’s the key to unlocking more business in today’s digital world.
