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Add a Google Review Plan Into Your Funeral Marketing Strategy

Do you rely on word of mouth and online reviews to help attract new clients for your funeral?

The answer is probably yes, right?

But did you know that Google has the power to remove your reviews? So your hard-earned reviews could disappear at any time?

Yes, this is true! Google can remove reviews that violate its policies. It uses automated spam detection to remove any reviews that are probably spam. It does this to ensure reviews are authentic, relevant and useful, but this does mean that some genuine reviews may be inadvertently removed.

So what do you do about this? Do you stop asking for Google Reviews?

Absolutely not.

Google reviews are so important to your online reputation and attracting new clients, so it’s no good ditching them. 72% of people say that positive reviews make them trust a local business more. And 92% of people will choose to do business with a local business if it has at least a 4-star rating.

Instead, you need a GOOGLE REVIEW PLAN to ensure you are constantly getting new reviews every week. Follow these steps to create a plan for your funeral business.


  1. Ask for reviews - firstly, you need to ask for reviews. Don’t feel embarrassed about asking. And don’t forget to do it. Make it a routine when you contact a family after the funeral and ask every family you work with. Or set up an automated email to send out a week or so after the funeral to make sure you don’t forget. Just ask in a kind and sympathetic way and nearly all families will be more than happy to write a review for your business.

  2. Create a shareable review link - you can ask for Google Reviews from your website and other social platforms by creating a shareable link that takes clients directly to the on your Google Business profile where they can leave you a review. And if you visit the family in the weeks after the funeral, perhaps take a thank you card that contains a QR code that links to your Google Reviews.

  3. Respond to reviews - it’s important to regularly review your reviews and respond to anyone who writes a review of your business. Thank people who leave positive comments, trying to make each response as personal and unique as you can. It’s also really important to respond in a proactive manner to negative reviews. Even if you decide to respond in detail via a private channel, such as email or by telephone, it’s vitally important to leave a reply in on the Google review itself, as it shows others that you care about your clients and are willing to work to meet their needs.

  4. Provide excellent client experience - this goes without saying that to get 4 and 5 star reviews you have to provide an excellent service. The way to turn good client service into great client service is to consider the whole customer journey - every single touchpoint a client has with your business. From your website, to the first phone call. From the arrangement meeting to a visit after the funeral and beyond that with thoughtful aftercare. And every touchpoint in between - is the service you provide as good as it can be? Try to take an objective view of your customer journey and see where you can make positive changes.

  5. Share positive reviews - when you get a positive review you can share it on your website and on your social media channels so people in your local community can see what a great service you provide. These positive messages all help to make sure that it’s your business that is top of mind when another family in your community needs the services of a funeral director.

  6. Frequently update your Google Business Profile - by regularly updating your Google Business Profile you improve your rankings in search results, which increases your exposure, and attracts new clients.

If you want help with creating your GOOGLE REVIEW PLAN, writing an email to request a review or help with reviewing your customer journey to make sure you're providing excellent customer service at every possible touchpoint that a client has with your business, then please get in touch.


Avens Marketing provides specialist marketing advice, consultancy, training and support services to help funeral directors to grow their business. Whether you are new to marketing your funeral home, or have been doing it for many years, we can help you increase the visibility of your business locally, engage local families, attract new clients, enhance client experience and increase referrals.

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