Welton Hong
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Written By Welton Hong
If you haven’t looked at your Google Business Profile lately, now’s the time.
Google has quietly rolled out several powerful new features that make business profiles more than just digital listings — they have become a real-time marketing tool.
For funeral home owners who want to retain market share, attract more calls, and connect with families at the exact moment they’re searching, these updates are too important to ignore.
Here’s what’s new — and how to make it work for your funeral business.
- Product Highlights: Showcase Your Services Like Never Before
What’s new: Funeral homes can now list services and packages in the “Products” section of their profile — complete with descriptions, prices (optional), and images.
Why it matters: Most families searching for a funeral home are in decision mode. Clear, easy-to-scan information about cremation, traditional services, preplanning, and grief resources can set your firm apart.
Action Step:
Add key services like direct cremation, celebration of life and veteran burial packages. Use simple images (like your facility or a dignified stock photo), short descriptions, and call-to-action buttons like “Call Now” or “Learn More.”
- History and Tracking: Know Who’s Calling and When
What’s new: Google’s business profiles now offer call tracking and logs through a Google forwarding number. This allows you to see who called from your profile, when they called and whether you missed any calls.
Why it matters: Many firms miss valuable leads due to staff juggling multiple roles. Knowing when calls come in (and from where) helps you improve responsiveness and capture more cases.
Action Step:
Turn on call tracking in your GBP dashboard. Then monitor call volume patterns and train your staff to prioritize quick callbacks, especially during weekends and evenings.
- Performance Insights: Real Data on What Works
What’s new: Google’s business profiles now have an upgraded Insights tab, offering clearer breakdowns of how many people viewed your profile, how many clicked “call,” “visit website,” or “get directions” and data on which photos and services earned the most attention.
Why it matters: You can track what content drives action and double down on what’s working. For instance, if families respond more to cremation packages than burial services, adjust your messaging accordingly.
Action Step:
Review your Google Business Profile insights monthly. Watch for trends, such as the days people are most likely to engage, whether photos or posts are boosting clicks and which services are getting the most attention.
Then, use this data guide what you highlight on your business profile moving forward.
- Photo Updates and Visual Appeal: First Impressions Count
What’s new: Google now favors frequently updated photos on its business profiles. New uploads often get more visibility.
Why it matters: A warm, inviting photo of your chapel or staff can calm anxieties. It also signals to Google that your business is active and relevant, which can help your local ranking.
Action Step:
Post new photos biweekly. Ideas include:
- Recent service setups. Be careful not to show family members or personal information that may upset customers.
- Seasonal décor.
- Team members in action.
- Exterior signage or entrance.
- Posts with Real-Time Updates: Stay Visible and Relevant
What’s new: Google Business Profile “Posts” are like social media updates that show up directly in search results. You can share obituary notices, holiday schedules, preplanning seminars and how you’re involved in the community.
Why it matters: These posts give Google fresh signals, help families see your values, and give you a content edge over competitors.
Action Step:
Schedule a weekly post. Keep it short, clear, and end with a call to action, such as, “Call us to learn more.”
Final Thoughts
The average family who is looking for the right funeral home isn’t flipping through a phone book — they’re Googling “funeral home near me.” The funeral homes that show up first and make a strong digital impression will end up serving those families.
By keeping your Google Business Profile updated, strategic, and service-focused, you position your funeral home to meet families right when they need you most — and give them more reasons to choose you.
It’s time to create a plan to manage your Google Business Profile as if it were a storefront window. Pick a savvy member of your staff and make that person responsible for managing your profile on a weekly basis.
Believe me, it will pay dividends and result in getting more website traffic, more emails and more phone calls.
Welton Hong is the founder & CEO of Ring Ring Marketing, which has helped over 600 small businesses grow their revenue through online marketing strategies. He is also the author of “Making Your Phone Ring with Internet Marketing for Funeral Homes.” Visit ringringmarketing.com and follow us on Facebook, LinkedIn, Instagram and X.