Why Google Reviews Matter More Than Ever for Funeral Homes
In today’s digital age, your funeral home’s online reputation can make or break your ability to serve families in their time of need. While word-of-mouth referrals have always been crucial in the death care industry, online reviews have become equally important. This comprehensive guide will show you proven strategies to increase your Google reviews while maintaining the dignity and respect your profession demands.
The statistics speak for themselves: over 90% of consumers say that online reviews have influenced their purchasing decisions. For funeral homes, this means families are reading your reviews during one of the most emotionally challenging times of their lives.
Reviews serve as powerful social proof. Responding to them can make your business appear 1.7x more trustworthy than businesses that don’t respond. Beyond trust, reviews directly impact your visibility. Google prioritizes businesses with fresh, recent reviews in local search results, and replying to reviews improves your visibility. The bottom line? More reviews mean more families finding and choosing your funeral home when they need you most.
Proven Strategies to Get More Google Reviews
1. Start with Exceptional Service
Simply put: provide the type of service that makes people want to write great reviews of your funeral home. Nearly all funeral home owners mention their service as their #1 differentiator from their competition. When you go above and beyond to meet a family’s every need, they’ll be more willing to leave a Google review for your funeral home.
This might seem obvious, but it’s the foundation everything else builds upon. Focus on:
- Personal touches that show genuine care
- Attention to detail in every aspect of the service
- Going above and beyond expectations
- Following through on every promise
2. Make Personal Requests from Funeral Directors
More Google reviews come in when specific funeral directors ask for reviews. Families are more likely to leave a review for a specific person who has worked closely with them. And Google loves it when specific people are mentioned in reviews.
Train your funeral directors to make personal requests using this approach:
- Don’t ask immediately after the service (families need time to process their grief)
- Reference specific details about the service
- Explain how the review helps other families
- Make it about improving their service, not just getting reviews
3. Master Follow-Up Communications
Most families don’t leave a review after the initial ask, so remind families 2 to 3 times if you have to. The key is being persistent without being pushy. Send your first request at least a week after the service, followed by gentle reminders at weekly intervals if needed. But know when to quit. Asking too many times, might encourage someone to leave a negative review.
4. Leverage Review Platform Tools
The beauty about technology is that you can use it to automate your manual processes, like manually writing and sending emails and texts. Modern review management platforms can:
- Automatically send review requests at optimal times
- Track which families have been contacted
- Provide direct links to your Google Business Profile
- Monitor new reviews and alert you to respond
The best systems can get over half of respondents to write reviews. Finding a review management system that works for you and the families you serve can turn your Google Business Profile into a growth engine.
5. Simplify the Review Process
After every case, you should make it a priority to send a follow up email/text/phone call to the main point of contact asking them to leave you a review. Make it as easy as possible by:
- Providing a direct link to your Google review page
- Including step-by-step instructions if needed
- Offering to help them through the process
- Creating QR codes for memorial cards or thank-you notes
6. Integrate Reviews into Your Aftercare Program
The easiest way is to incorporate this process into your aftercare program. This natural integration means:
- Reviews become part of your standard follow-up process
- Families receive value (grief resources) before being asked for anything
- The request feels less transactional and more relationship-based
- Staff members don’t have to remember to ask separately
7. Create a Culture of Reviews
You can even make getting Google reviews a friendly competition amongst your staff. For example, you can create a monthly contest to see which funeral director can get the most Google reviews or have their name mentioned the most. This approach:
- Motivates staff to provide exceptional service
- Makes review collection a team effort
- Rewards directors who build strong family relationships
- Creates accountability across the organization
Best Practices for Success
Always Respond to Reviews
Replying to Google reviews will show that you are gracious and can take accountability. Respond to all reviews (positive, neutral, and negative) within 24-48 hours. Keep responses professional, personal, and brief.
Focus on One Request at a Time
I’ve seen funeral homes bombard families with too many requests that caused the family to get overwhelmed and not fulfill any of them. If you’re asking for a review, don’t simultaneously ask for survey feedback or referrals.
Be Direct and Confident
Be straight to the point when asking. Don’t appear unconfident or like you’re giving the family a large task to complete. Avoid phrases like “if you have time” or “if it’s not too much trouble.”
Common Mistakes to Avoid
1. Asking Too Soon
- Requesting reviews immediately after service or within the first week
- Shows poor judgment and can damage your reputation
- Families need time to grieve before reflecting on their experience
2. Offering Incentives
- Never offer rewards, discounts, or incentives for reviews
- Violates Google’s policies
- Can result in removal of all reviews or Business Profile suspension
3. Writing Fake Reviews
- Easily detected by Google’s algorithms
- Results in severe penalties for your business
- Damages trust when discovered
4. Ignoring Negative Reviews
- Every business gets negative reviews
- How you respond matters more than the review itself
- Address concerns professionally and offer to resolve issues offline
5. Being Too Pushy
- Respect families who don’t respond after three attempts
- Know when to stop following up
- Preserve your reputation by being respectful of their choice
Moving Forward
Building a strong collection of Google reviews takes time and consistent effort. Start by implementing one or two strategies and gradually expand your approach. Remember, each review represents a family you’ve served during their most difficult time> Treat the process with the same dignity and respect you bring to your services.
By following these proven strategies and avoiding common pitfalls, your funeral home can build a powerful online reputation that helps more families find and trust your services. In an industry built on compassion and trust, authentic reviews from families you’ve served become your most powerful marketing tool.