How to Promote Online Reviews for Your Funeral Home

by Chelsea Rosine | Jun 21, 2019
Online Reviews for your Funeral Home

If you own a funeral home, it can seem difficult to ask for online reviews. However, online reviews are a large part of how new clients will find you and trust your services. The more positive online reviews you receive, the more likely you are to show up on search engines as well as attract new business. When you are helping a client going through a hard time, it may seem inappropriate to ask for an online review. However, there are tactful ways to emotionally support the families you serve while also growing your business.

Email Requests

After you have provided your services to a family, it’s important to wait a few weeks after the funeral to ask for a review. The family may be grieving and the last thing on their mind is leaving an online review. Respect the family’s space and wait 1-2 weeks before sending an email request. Frame the request as a way to improve your services and help other families in need of your funeral home. You may write something like this: 

    Dear (customer name), 


    Thank you for choosing (your funeral home). It was a pleasure to serve you and        your family in this difficult time. We strive to create a comfortable, personalized experience to bring you and your loved ones together in this celebration of life. We would love to hear from you about your experience so we can continue to serve families like you. We would appreciate your feedback through a Google or Facebook review to hear more about your experience. 

    If you experienced any problems during your time with us, I would personally like to hear from you. My line is always open at (your phone number). We pride ourselves in listening to your concerns and growing from your responses.

    Best wishes, (your name)


Never send multiple email blasts to your past clients. This could put the wrong taste in their mouths about your true intentions. Always be grateful for them choosing you as their funeral home and make sure to listen to their feedback.  

Business Card

Adding a line on your business card to highlight where to give reviews is a nice physical reminder for your clients. On the front of your business card feature your funeral home, name, phone number, email, and social media extensions. Use the back of your business card to suggest where you would like your clients to leave their reviews. When you share your business card with a family, mention something like:

    “We are so grateful you chose us to join you and your family on this journey. Don’t hesitate to call me if you have any questions or concerns. If you’d like to help other families find us, we’d appreciate you sharing your experience with others who may need our services.”

Make sure not be pushy or use this moment as a sales pitch. Use this moment to connect with your client. The best way to earn word-of-mouth credibility is to genuinely be there for your clients and listen to their concerns.

Social Media Post

There’s a large chance if your clients are following you on social media then they are happy with your services. Send out a social media post asking your followers for online reviews and feedback. Make sure your post is consistent with the voice of your other posts and always keep your clients in mind. Post something that gives a background to your funeral home and give a reason why your followers would want to leave a review. An example of a post could be: 

    Johnson’s Funeral Home is a family-owned business that has been serving our community since 1970. For over 45 years, we’ve been dedicated to creating a compassionate, personalized experience for you and your loved ones. If you feel we’ve been there for you every step of the way, we’d love your feedback to help other families find us when choosing a funeral home. We would appreciate you sharing your experience with us through a Google or Facebook review. 

By sharing your background, your followers will have a sense of pride for choosing your funeral home and will be proud to share their positive experiences. Don’t make these types of posts too often as it can come across as impersonal. 

Growing the business of your funeral home doesn’t have to be a salesy, impersonal approach. Always make sure to listen to your clients and provide the best experience possible. When you provide superior service, it’s likely your clients and their families will leave a review on their own without prompting. When asking for a review, be sure to create a lasting and personal connection that will stay with the families you serve. Learn more about ethical practices of funeral directors in our course, Ethics Business Practices for Funeral Directors, to ensure you are running a sound and successful business. 

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