In today's digital age, funeral directors face unique challenges in reaching and connecting with their audience. I say ‘unique’ because people looking for funeral directors online are in a very different frame of mind to those searching for clothing or gardening equipment.
With the rise of online marketing channels, funeral directors may be tempted to invest their marketing budget in pay-per-click (PPC) campaigns and Google Ads to increase visibility and attract clients. Particularly when they are bombarded by companies promising them ‘top of Google’ or telling them they are not currently ranking.
It makes a lot of sense. We all know that these days, the first point of call when you want something is to search online. Your business can quickly jump onto the search engine results page, and deliver your message, to people who are looking for a specific service, in the areas that you serve.
If you know your way around the Google dashboard you can see the exact outcomes and tweak your campaign to ensure you get high quality leads, and that you never spend more than your budget allows.
Except, if there was one thing I could tell our clients, it would be this: stop doing it
Not because PPC doesn’t work (it can work), or because it’s expensive (you name the budget), or because it’s difficult to do right (there are people who can help) but because there are other things that are at least as effective, if not more, and which put your business in front of the people you want to reach.
There's a compelling argument to be made for prioritising website search engine optimisation (SEO) instead. Below, I’ll explain why I think funeral directors should focus on optimising their websites for search engines and regularly updating content, including funeral notices, linking to tribute pages, and adding reviews and client testimonials.
1. Long-term visibility and credibility
While PPC campaigns and Google ads can provide immediate visibility, they are temporary solutions that disappear once the advertising budget is exhausted. In contrast, investing in SEO builds long-term visibility and credibility for your funeral business' website. By optimising your website for relevant keywords and local search terms, you can improve your organic search rankings and attract organic traffic over time. When developing or re-developing your website, ensure that it has search engine optimisation built in, and you are already half-way there. When you purchase your domain, purchase it for as long as you can afford, not just for 1 year. It signals that you are here for the long term, not a fly-by-night operation.
2. Cost-effectiveness
PPC campaigns can be expensive, especially in competitive markets. Businesses often compete for the same keywords, driving up the cost per click and making it challenging to achieve a good return. In contrast, SEO offers a more cost-effective approach to driving traffic to your website. While it requires an upfront investment in website optimisation, the ongoing maintenance costs are relatively low compared to PPC advertising. The ongoing content creation is partly handled by the funeral notices widget and reviews widgets from MuchLoved. That doesn’t even require much effort on your part, and the budget is minimal compared to a freelance writer.
Paying for people to visit your site to make an enquiry is not a long-term strategy, much like paying for a hotel room doesn’t achieve the same objectives as buying and improving a house. Just like a well-built and maintained house, a well-optimised site can continue to attract visitors and deliver value for years to come.
3. Targeted traffic and quality leads
Website-centric optimisation allows funeral directors to target specific services and keywords and geographic locations, ensuring that their website appears in relevant search results. This targeted approach attracts people who are actively searching for funeral services in their area.
In contrast, PPC campaigns may attract clicks from users who are not necessarily interested in buying funeral services but are doing other research. You’re still paying for their website visit, whether they buy from you or not.
WARNING! - If you suspect that a competitor is deliberately clicking on your ads to rack up costs for you (yes, this does happen!), this is known as click fraud and most advertising platforms have processes for combating it. If you notice suspicious behaviour on your ads, you should raise this with the platform.
4. Enhanced user experience
A well-optimised website not only ranks higher in search engine results but also provides a better user experience for visitors. After all, the whole point of search engines ranking websites by quality, is to ensure that users get high quality results.
By regularly updating content, including funeral notices and tribute pages, funeral directors can ensure that their website remains informative, engaging, and relevant to visitors. This not only improves user satisfaction but also encourages repeat visits and referrals.
5. Building trust and reputation
A search engine optimised website with regularly updated content shows professionalism, reliability, and dedication to serving the needs of your families. It builds trust and credibility with potential clients, leading to increased enquiries. In contrast, PPC ads may not convey the same level of trust and authenticity, as they are perceived as paid advertisements.
It sounds like I’m against pay per click advertising. Not entirely. There is a time and a place for it. I’m just not convinced that it paints the right picture of your business, and I know that it gets very expensive in the long run. I also know that there are long-term gains of investing in your website to ensure it delights your customers, and that it’s easy for you to maintain.
So, my advice to funeral directors is prioritise website search engine optimisation (SEO) over pay-per-click (PPC) advertising to maximise your online presence and attract visits that become enquiries.
By investing in SEO, funeral homes can achieve long-term visibility, cost-effectiveness, targeted traffic, enhanced user experience, and a strong reputation within your community. By regularly updating your website with relevant content, including funeral notices and tribute pages, and client testimonials that speak of the quality and care you put into your services, you can ensure that your online presence is informative, engaging, and trustworthy for potential clients and their families.
It means that you are adopting a long-term, strategic approach to online marketing and focusing on SEO best practices. This is a sustainable and effective way to reach and connect with clients, ultimately driving growth and success for your funeral business.
About Kate Walker
Kate Walker is the Manager of Funeral Director Websites at MuchLoved. With her expert guidance and unwavering passion, Kate has been instrumental in leading our funeral partners through training sessions with MuchLoved. Now, she spearheads Funeral Director Websites, where she navigates clients through ambitious website design and development projects from conception to launch.
Kate is a knowledgeable force of nature on all things MuchLoved and is committed to learning about challenges faced by Funeral Directors and Arrangers. Her dedication ensures that all our partners harness the full potential of our services, empowering them to grow their businesses, deliver exceptional services to bereaved families, and expand their online presence. With Kate at the helm, funeral directors can confidently navigate the digital landscape, knowing they have a trusted ally guiding them every step of the way.
