Welton Hong
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Written by Welton Hong
If you serve families through a funeral home, crematory, or cemetery, you already know how important your Google Business Profile is. For many families, it is the very first place they encounter your firm — often before they call, visit your website, or step through your doors.
In moments of grief, families are not comparison-shopping the way they would for retail goods. They are looking for reassurance, dignity, professionalism, and a sense of trust. This is where the old saying rings especially true: a picture is worth a thousand words.
Thoughtfully chosen photos help families feel more comfortable reaching out. They improve search visibility, establish credibility, and quietly communicate what it would feel like to entrust you with a loved one’s care.
For funeral professionals, photos might include your chapel, visitation rooms, arrangement offices, reception spaces, vehicles, staff members, or peaceful exterior views. They may also show your grounds, columbarium niches, memorial gardens, or community events.
But what happens when you upload photos and they never appear?
It happens more often than most funeral directors realize, and when it does, you may be losing one of your most important opportunities to make a reassuring first impression.
Why Photos Sometimes Don’t Get Approved — What’s Going On?
Even when a photo appears to upload successfully, Google reviews every image before it shows in search results or on Maps. Rejections can happen quietly and without explanation. Common reasons include:
- Automated review filters detect issues.
Google’s systems evaluate photos for authenticity, relevance, and technical quality. Images with excessive text, heavy filters, artificial lighting effects, or promotional overlays are frequently flagged.
For example, a photo of a chapel with a large banner reading “Affordable Cremation – Call Today!” may feel helpful to you — but it often triggers rejection. As a rule of thumb, keep text to less than 10% of the image.
- Profile age or verification status.
Newly verified funeral home listings may have temporary restrictions. During the first couple of weeks after verification, photo uploads sometimes stall or fail without explanation. Patience — and retrying later — often resolves this. - System glitches or review queues.
Occasionally, photos appear as “rejected” only to be approved later, or they remain stuck in pending status. This is frustrating, but it’s usually temporary.
Technical Requirements You Must Meet
Sometimes a photo is rejected for purely technical reasons. Make sure your images meet Google’s basic requirements:
- File format: JPG or PNG only.
- File size: Between 10 KB and 5 MB.
- Resolution: Minimum 720 x 720 pixels (square).
Best practice: Larger, high-resolution images (e.g., 1200 x 900) that can be cropped without losing clarity. - Text and overlays: Minimal text; avoid large logos, phone numbers, slogans, or promotional graphics.
- Authenticity: Stock photos or AI-generated images are frequently rejected and can undermine trust even if approved.
Families can usually tell when a photo feels generic. A real, slightly imperfect photo of your actual chapel often performs better than a polished stock image that could belong to any funeral home in the country.
Content Best Practices for Funeral Homes
Your goal is to provide quiet reassurance. The most effective photos communicate calm, care, professionalism and transparency.
- Show Real Spaces Families Will Use.
Photos of visitation rooms, chapels, arrangement offices and reception areas help families visualize what to expect. Avoid wide-angle distortion or overly staged scenes.
A common mistake is only showing one “best” room. Families appreciate seeing multiple spaces, even smaller ones, because it reduces uncertainty.
- Exterior Views and Wayfinding.
Include clear photos of your building exterior, signage, and parking areas. Families arriving for services are often anxious; seeing a familiar image beforehand helps them feel oriented and at ease.
If your funeral home is part of a larger complex or set back from the road, show exactly where it is.
- Staff and In-Action Moments.
Photos of your staff — professionally dressed, approachable, and respectful — build trust immediately. Images of directors meeting with families (staged, with consent or with staff stand-ins), setting up a service, or preparing a space convey care without being intrusive.
The reality is you may get more calls simply by adding a simple photo of two directors quietly adjusting chairs in a chapel. A photo like that can subtly communicate attentiveness without saying a word.
- Grounds, Memorials, and Vehicles.
Peaceful outdoor spaces, memorial features, hearses, and flower cars help families understand the full scope of your services. Keep these images clean, well-lit and uncluttered.
Ongoing Photo Management Best Practices
Regular photo updates signal to Google that your funeral home is active and engaged —helping maintain strong local search visibility. Upload new photos periodically rather than all at once.
Additional tips:
- Upload in small batches: Large uploads can trigger spam filters. If you see rejections, try uploading fewer photos at a time.
- Use descriptive file names: For example, “funeral-home-chapel-interior-daylight.jpg” is far better than “IMG_2047.jpg.”
- Geo-tag when possible: Photos taken on-site with embedded location data reinforce local relevance.
- Monitor customer uploads: Families may upload photos from services or memorials. Encourage appropriate images and flag anything misleading or unrelated.
Final Takeaways for Funeral Professionals
Your Google Business Profile photos often serve as your silent introduction — especially for families who are grieving and hesitant to call.
Clear, authentic, and respectful images help establish credibility before a single conversation takes place. They allow families to feel a sense of familiarity and trust at a moment when uncertainty is high.
By following Google’s technical guidelines, avoiding overly promotional visuals, and taking a thoughtful, steady approach to photo uploads, you can reduce rejections and strengthen your online presence.
A well-maintained photo gallery doesn’t just improve visibility — it helps families feel confident choosing your firm when it matters most.
Welton Hong is the founder and CEO of Ring Ring Marketing, specializing in marketing solutions for service-based local businesses. He is also the author of “Making Your Phone Ring with Internet Marketing for Funeral Homes.” Visit www.ringringmarketing.com to learn more.