When someone searches for “funeral home” and the name of their town, Google often shows a map with a few businesses before any websites. The Google Business Profile is free, but small mistakes in it cost phone calls.
Step 1: Check whether you already have a profile
Search for your business name on Google Maps. Sometimes a profile already exists, created by a user or by Google. If so, you can request ownership.
Step 2: Create or claim the profile
Use your real business name, without added words such as “24 hours” or the town name unless they are part of the name. Adding them breaks Google’s rules and can get the profile suspended.
Step 3: Verify ownership
Google requires verification by post, phone or video. It can take from a few days to a few weeks.
Step 4: Fill in everything
- Primary category, which has the biggest influence on when you are shown
- A phone number that is answered around the clock
- A link to your website
- Opening hours, including public holidays
- Service area: the towns you actually cover
- A description of your services, without exaggeration
- Photos of your premises and vehicles
Step 5: Reviews
Reviews affect both trust and visibility. You can ask satisfied families for a review with tact, for example in a thank-you message a few weeks after the service. Reply to every review calmly and respectfully, including negative ones.
Never buy or write reviews. It breaks Google’s rules and undermines the trust you have built over years.
Step 6: Keep the profile up to date
Check your profile at least once a month. Users and Google can suggest changes, for example to your opening hours, and these are sometimes accepted automatically.
Your profile works best together with a website that has solid local SEO. See how we work on SEO.