Today’s families don’t begin their funeral service journey with a phone call; they start by searching online.
Whether planning ahead or facing an immediate need, families are turning to Google, social media and online reviews for information and reassurance. Adapting your marketing to this modern customer journey is essential for staying connected and relevant.
The customer journey involves five stages: awareness, consideration, decision, retention and advocacy.
Awareness begins online
The first step in the customer journey is awareness. Families may not yet need your services, but they’re researching options, reading reviews and forming impressions long before they ever get in contact. This is where your online presence matters to engage the different generations. Your Google Business Profile with online reviews is exceptionally important. A clear, mobile-friendly website with helpful blogs, as well as active and informative social media accounts (Facebook, Instagram, LinkedIn and TikTok) help you show up where and when people are searching, offering insights before they even speak to you.
Consideration is shaped by digital touchpoints
As families explore their options, they’re already evaluating what it feels like to engage with your funeral home. Is your tone warm and approachable? Can they easily find pricing information, service details or testimonials?
Use your social media channels to share stories, highlight your team, and explain your values. These details create a sense of trust and connection that traditional brochures can’t match.
Decision-making must feel seamless
When families are ready to engage, the journey should be smooth and supportive. Make it easy to contact you – whether that’s by phone, email or even direct messaging on social platforms. Consider using customer relationship tools or online forms to guide them gently through funeral pre-planning or immediate arrangements. Compassionate communication at this stage turns interest into trust.
Retention and advocacy journey
Retaining a family’s trust means staying present. Thoughtful online grief resources, personalised follow-ups, and remembrance content show families that your care continues beyond the service. When families feel supported and valued, they’re more likely to return in the future or recommend your services to others. Encouraging Google reviews, testimonials and community engagement can turn families into advocates—people who speak highly of your professionalism and compassion. This final phase of the journey is where reputation is built and sustained.