Creating a visible website can be one of the most important components of your marketing strategy, giving your funeral home an opportunity to utilize the web to branch out to potential families. However, some funeral homes find that their websites still are failing to bring in a noticeable amount of new clients, even when their web traffic is good. What causes this lack of conversion? A recent survey found that your design might be the culprit.
According to the survey conducted earlier this year by OnePoll, 70% of respondents stated that they simply do not trust a poorly designed website. Such data highlights the importance of establishing a presence for your funeral home on the web, but making sure that your website is serving all of the functions that it should.
So what separates the good websites from the bad? Well, its all about looks, functionality, and navigation.
The Look: You might not be able to judge a book by its cover, but you can certainly judge a website by a similar standard. It is important that you ensure your website has a look that the aesthetic expectations of potential clients, and comes off as professional, clean cut, and tasteful.
The Functionality: On of the biggest parts of making your website successful is making sure that all of the “behind-the-scenes” work is functioning correctly. This means your website should not crash, show error messages, or limit the browsing abilities of your client with broken code.
The Navigation: The final part of what makes a good website is making sure you have fully organized all of the content, and helping to direct your potential clients to the places that they would like to go. If your clients do not know where to look, you cannot expect them to stay on your website.
In a perfect business world, it would be great to expect that high-quality service would be enough to keep potential customers interested. In reality, however, it all comes down to how well you are able to sell your funeral home, and making a substantial impact on the client every opportunity you get.
Finally, remember that you are building relationships with people and their families. You are not selling real estate. What this means is that a photo of your funeral home on your front page is bad form. Families don’t care about how your funeral home looks or whether the grass is mowed. They want to know how you can help them.
Our funeral home websites and funeral home marketing programs help our clients reach more families effectively and efficiently.