7 Reasons Why Bad Funeral Websites Should Be 1 Of The 7 Deadly Sins
Originally Published on funeralOne Blog
There are few things in the funeral profession that are less forgivable than a bad funeral home website.
Scary black fonts, cheesy funeral director photos, confusing service descriptions… they might as well be a unique form of funeral service sin that prevent even the most talented funeral professionals from gaining salvation amongst families.
So today, we’re doing what all people do when the commit a sin of epic proportions… confessing.
Here are seven confessions as to why bad funeral websites should be one of the seven deadly sins, along with some advice on how funeral professionals can turn their websites around into a holy grail resource for the families in their communities. Enjoy!
1. Bad websites make a horrible first impression that never goes away
You know how the popular saying goes — you never get a second chance to make a first impression. And in today’s “Google first, call second” society, this is never more true than when it comes to the first impression that families get when they visit your funeral home website. The hard truth is that you typically only have around 59 seconds to attract a web user’s attention before you’ve lost them and they’ve clicked off your site. So if your funeral home website is not capturing families’ attention right away, appealing to their needs and showcasing your value (all in under a minute), you can bet that their interest will be long gone and they’ll be clicking away to one of your competitor’s sites before you know it.
2. Bad websites take away your credibility
Your website is the best tool out there to convince families why they should trust you with such an important event in their life. So if they click on your website and see outdated event dates, obituary pages that haven’t been updated in months, or spelling errors all throughout your web content, do you really think that they are going to trust you to carry out the intricate, important details of their loved one’s funeral service? On your funeral website more than ever, take the time to make sure that you are presenting a professional front… and if you can, use raving family testimonials and reviews on your website to back up your credibility.
3. Bad websites ignore the why of what you do
Too many funeral home websites put the focus on the background and biography of the people who work at their funeral home, and not enough on why they work there in the first place. But that’s what families truly care about. Why are you the right person to arrange a meaningful, valuable send off for their loved one? How can you help them through their time of confusion and grief? The answer isn’t because you are a 3rd generation funeral director… it’s because you have a passion for helping people celebrate the moments that matter in life. So make sure that the “wh” of what you do comes through on your website.
4. Bad websites cause families to write you off before they even meet you
Here’s a statement that will surely shock some people: it’s better to have no website at all than to have a bad funeral home website. Why? Because if you have no website, families may still make an effort to call you to learn about your services, or will stop into your location to see your facilities. But if they jump online to see an outdated, dark, dreary, gloomy, black funeral home website, they aren’t even going to bother to call you to learn more. They are going to feel all of those same feelings that your website portrays — dark, gloomy, sad — and immediately leave in search of a welcoming website that speaks to them, makes them feel comfortable, and transitions their thinking from loss to celebrating life.
CALL OUT: Are you ready to retire your outdated funeral home website and upgrade to one that actually attracts and excites families? Click here to talk to one of our funeralOne website success specialists today!
5. Bad websites make you spend more money than you need to
One of the most common reasons that funeral homes often give for not updating their website is cost. “New, modern websites are way too expensive” or “My marketing website is already spent.” But when you look at the impression that your website makes the families who are visiting it, or even the amount of money that you could be losing with an outdated, unprofessional website, your website is one of the single best investments that you can make. So do yourself a favor and put the money that you are spending in weekly newspaper ads or commercials into a marketing tool that will actually improve your bottom line… your website.
6. Bad websites cut you off from future families
Did you know that 81% of shoppers conduct online research before they make a purchase? That means that even if you do not sell products on your funeral home website, families are seeking you out to learn more about your value, your services and your prices so they can compare it to other funeral homes in the area and make a purchasing decision. And if you don’t offer families this information right on your website? Chances are you will be cut off from the equation.
7. Bad websites leave a bad taste in families’ mouths
At the end of the day, your funeral home website is an extension of your relationship with your families, in the same way that your employees or your answering service are. In fact, it’s one of the strongest, most frequent relationships that you have with your families, because it is accessible to them 24/7/364 in a way that your employees or answering service could never be. So if that’s the case, why would you be comfortable delivering a sub-par relationship to families who are turning to you for help… especially when they may not be able to get through to you in any other way? Look at your website through the eyes of a family member who needs help and answers at 2am… would you feel comforted and reassured by your website? If not, it’s time to make a change.