Nicole Vullo
on
And no, you don’t need to panic. But you do need a plan.
Let’s set the scene. A future family is sitting on their couch—probably in sweats, possibly with a pet in their lap—Googling funeral homes. Not driving around town. Not flipping through the Yellow Pages (RIP). Just tapping, scrolling, and reading reviews. And in those few moments, they’ve already decided whether you feel approachable, trustworthy, and worth calling—or if they’re moving on to the next name in the search results.
According to our 2025 Consumer Behavior Study, 78% of future families plan to do online research before choosing a provider. That’s up from 71% last year. The shift we’ve been warning about? It’s no longer “on the horizon”—it’s already at your front door. And if your website is still rocking a PDF price list and a grainy photo from 2013, we’ve got some work to do.
Here’s the good news: You don’t have to overhaul your entire operation overnight. But you do need to start treating your website like your digital front door—and not a dusty brochure rack. Families want transparency, ease, and connection. That means mobile-friendly design, clear pricing, online arrangement tools, and yes, reviews they can actually trust (hint: Google > your testimonials page).
And if you’re thinking, “Nicole, I’m in the funeral profession, not tech,” I hear you. But here’s the flip side: we’re also in the relationship business. And if relationships start online, that’s where we need to show up—authentically, accessibly, and confidently.
Let’s talk AI. I know, I know—it can feel like a buzzword. But when used right, it’s less about robots taking over and more about giving you time back. Think: automated obits, predictive follow-ups, multilingual tools that meet every family where they are. AI can help you work smarter, not harder, so you can focus more on people and less on paperwork.
Resistance is real, but here’s the truth: the consumer has already changed. And if we don’t change with them, we risk becoming irrelevant. Families want digital options. And, surprise—they’re not the only ones. Your staff wants them too. We just have to give ourselves permission to try.
Start small. Automate a task. Improve one part of the website. Educate your team. Choose vendors who get funeral service. Then build from there.
Because like I said on the DEAD Talks stage last February: technology doesn’t take the place of empathy—it enhances it. And the most future-ready funeral homes will be the ones who aren’t afraid to blend compassion with innovation.
So ask yourself: Is your digital presence a reflection of the care you deliver in person? If not, it’s time to fix that.
We’re not replacing the heart of this profession. We’re just upgrading the tools we use to share it.