The 5 Essential Pages Every Funeral Home Website Needs to Drive Leads
The $47,000 Website Opportunity
A Michigan funeral home received 8,000 monthly website visitors but converted only 2 into arrangements. With 5 missing essential pages, they lost 12 cases annually worth $47,000. Adding strategic pages increased conversions to 18 monthly—generating $71,000 in new revenue.
Why Website Structure Matters (The Data)
68% of at-need families search online before contacting a funeral home. Your website's structure determines whether you capture these searches or lose them to competitors with better online presence.
Most funeral home websites have less than 5 pages and lack essential conversion points. Families land on your homepage and can't find pricing (30% bounce), can't verify credentials (25% leave), or don't see testimonials (35% suspect quality). This creates a silent revenue leak. For a holistic digital strategy, see our complete digital presence guide.
Real Benchmark: Funeral homes with all 5 essential pages convert at 0.2-0.3% of website traffic. Without them, conversion drops to 0.02-0.05%. That's a 10x difference. For a funeral home with 8,000 monthly visitors, that's 12-16 lost cases/month or $144,000-192,000 annually.
The 5 Essential Pages (Detailed Optimization)
Page 1: Homepage - Your 6-Second Converter
At-need visitors spend 6 seconds deciding if your site is relevant. Your homepage must immediately communicate: "You found the right funeral home, and we can help NOW."
What to Include:
- • Phone number: Top-right corner, large, clickable (critical for mobile)
- • "Start Arrangements" CTA button: Above the fold, high-contrast color
- • Hours of operation: Clearly visible (families want to know you're available NOW)
- • Brief hero message: "Compassionate service for [your town] families since [year]"
- • High-quality photos: Your funeral home, staff, families (emotional connection)
- • 24/7 availability statement: Families call at midnight; they need reassurance you answer
Conversion Focus: 60% of visitors should be able to call OR schedule arrangements within 3 seconds of landing. Homepage CTR target: 15-20% (at-need visitors who click "Arrangements").
Mobile Consideration: 78% of funeral-related searches happen on mobile. Your phone number must be the first interactive element on mobile homepage.
Page 2: About Us - Build Credibility in 90 Seconds
Families want to know: Are you real? Are you trustworthy? Can I feel comfortable with you? Your About page answers these questions instantly.
What to Include:
- • Your story: Founder history, family values, commitment to community (2-3 paragraphs)
- • Staff bios: Photos + names + certifications (familiarity builds trust)
- • Certifications: Funeral Consumers Alliance member, Board Certified, etc.
- • Community involvement: Local nonprofit partnerships, charity work
- • Awards/Recognition: Industry certifications, community recognitions
- • Mission statement: What you believe about serving families in grief
Conversion Focus: Trust signals. Families with high trust in your About page are 3x more likely to call. Include testimonial snippets on About page (e.g., "Jane Smith: 'They treated us like family'").
Page 3: Services & Pricing - Eliminate Friction
54% of families leave funeral home websites because pricing isn't transparent. Your Services page removes a massive barrier to inquiry.
What to Include:
- • Traditional funeral service: Description + starting price
- • Cremation service: Description + starting price + what's included
- • Memorial service: Description + add-on pricing
- • Pre-planning packages: Life insurance + payment plans
- • Casket/urn options: Price ranges for basic, standard, premium
- • Transparent itemization: Proof you follow FTC Funeral Rule
- • FAQ section: "Can we bring the casket from another funeral home?" "Do you have payment plans?"
Conversion Focus: Families who see pricing are 2.5x more likely to inquire (they know your range matches their budget). At-need families often have tight budgets; transparency reduces objection hesitation.
Page 4: Testimonials & Reviews - Social Proof Converter
86% of consumers trust testimonials from real customers. One negative Google review costs 10-15 potential customers. Your Testimonials page is your reputation defense.
What to Include:
- • Google reviews widget: Live integration of top 5-10 reviews
- • Video testimonials: 30-60 second clips of real families sharing stories
- • Written testimonials: Quotes from satisfied families (with permission)
- • Rating summary: "4.8 stars from 127 families" (prominent display)
- • Response to negative reviews: Show you address concerns professionally
- • Before/after service stories: "The Cohen Family's Journey"
Conversion Focus: Families viewing testimonials page are 4x more likely to call. Place testimonial summary in header/footer of every page (not just dedicated page).
Action Item: Implement Google Review request system. After every service, follow up with: "Your feedback helps other families find us. Would you mind sharing your experience?" Target: 2-3 new reviews/month.
Page 5: Contact & Directions - Remove Final Friction
Families have decided to work with you. Now they need to find you or reach you. Missing contact info or unclear directions = lost conversion.
What to Include:
- • Phone number: Multiple formats (call link for mobile)
- • Email address: forms + direct email option
- • Physical address: Full street address for GPS
- • Embedded Google Map: Directions + street view
- • Hours of operation: Including any exceptions
- • Contact form: Pre-service inquiry, general inquiry, pre-planning inquiry
- • After-hours message: "Call us anytime. A staff member will respond within 30 minutes."
- • Parking information: "Ample parking in rear lot"
Conversion Focus: Contact page should load in <2 seconds (families are often grief-stricken and impatient). Multiple contact channels (phone, email, form) accommodate different preferences.
Common Mistakes That Kill Conversions
Mistake 1: Hiding Your Phone Number
Funeral home websites bury phone number in footer. At-need families don't search for it. Put phone in header, large, clickable. This is Conversion Priority #1.
Mistake 2: No Pricing
Families leave if they can't find pricing. You don't need exact prices, but price ranges (Basic: $2,000-3,000, Premium: $4,000+) must be visible. Transparency builds trust.
Mistake 3: No Testimonials
New visitors have no proof you're trustworthy. Show Google reviews (they're automatically trust-building). One 4.8-star rating with 50 reviews beats any sales copy.
Mistake 4: Poor Mobile Experience
78% of searches are mobile. If phone number isn't clickable on mobile, pricing isn't readable on mobile, or contact form doesn't work on mobile, you lose conversions to competitors.
Mistake 5: Outdated Photos/Information
Photos from 2015, staff member no longer there, old address. Dated content kills trust instantly. At-need families don't trust outdated information.
30-Day Implementation Roadmap
Days 1-5: Audit Your Current Pages
Evaluate existing pages against checklist. What's missing? Which pages rank best? Which convert best?
Days 6-10: Optimize Homepage
Add phone number to header. Create prominent "Start Arrangements" button. Add hero image. Test on mobile.
Days 11-15: Build Services & Pricing Page
Document all service offerings. Add pricing ranges (at minimum). Add FAQs addressing common family questions.
Days 16-20: Create/Improve About Us & Contact Pages
Write company story. Add staff bios with photos. Update contact form. Embed Google Map with directions.
Days 21-30: Implement Reviews & Test
Add Google review widget to all pages. Implement review request follow-up system. Test all pages on mobile.
1. Homepage
First impression that communicates compassion, professionalism, and immediate action capability. Include your phone number prominently, hours of operation, and clear call-to-action.
Conversion Focus: Phone number clicks and "Start Arrangements" button
2. About Us
Build trust through staff bios, community involvement, and professional certifications. Share your funeral home's history and commitment to families.
Conversion Focus: Credibility and trust signals
3. Services & Pricing
Clear service descriptions with starting prices. Families want transparency before calling. Include funeral, cremation, and pre-planning options with estimated costs.
Conversion Focus: Transparency reduces objections
4. Testimonials & Reviews
Social proof from satisfied families. Display Google reviews, featured testimonials, and sympathy messages prominently.
Conversion Focus: Trust and confidence building
5. Contact & Directions
Multiple contact methods (phone, email, contact form). Embedded map with directions. Available 24/7 message indicating immediate response.
Conversion Focus: Immediate accessibility
Financial Impact of Each Page
Without Essential Pages
- • Website visitors: 8,000/month
- • Conversion rate: 0.025%
- • Cases from website: 2/month
- • Monthly revenue: $7,800
With All 5 Pages
- • Website visitors: 8,000/month
- • Conversion rate: 0.225%
- • Cases from website: 18/month
- • Monthly revenue: $70,200
Monthly gain: $62,400 | Annual: $748,800
Convert More Visits with Sacred Grounds
Our website integration tools help capture inquiries and seamlessly transition them into your case management system for immediate follow-up.