Why People-Focused Photography is Your Best Funeral Marketing Tool

In the sensitive world of funeral services, building trust and a human connection is everything. For funeral directors, showcasing the real people behind the business is a crucial part of an effective marketing strategy. At Avens Marketing, a dedicated funeral marketing agency, we know that using authentic photography of your team, instead of generic stock images, on social media and your website helps normalise your business, making you more approachable, and builds the essential trust that local families are looking for when they need to choose a caring and compassionate funeral director.

Photography beyond the hearse

When a family is searching for a funeral director, they are often in a vulnerable and emotional state. Finding a business that feels warm, caring, and trustworthy is paramount.

This is where a strategic approach to photography on your marketing platforms, particularly social media and websites, can make all the difference. 

Using your people in your photography is one of the most powerful marketing tools you have.

Leading with photography of hearse's and limo's, or shots of your funeral home, doesn’t build connections with families in the same way that showcasing the real people in your business does. And as photography of hearses and funeral homes is used by many, many funeral directors, this approach also doesn’t do anything to set you apart from your competition. 

The power of people on social media

Social media is no longer just for sharing updates about funerals you’ve arranged; it's a vital space for building community and establishing connections. 

For a funeral director, this is an opportunity to humanise the business and build trust long before a family is in-need. By featuring photos of your staff - the funeral directors, embalmers, and support team - you help to make your business more approachable and relatable. 

It normalises their role in the community and shows that they are not just professionals, but real people with empathy and compassion.

When a family sees friendly faces on your social media, they begin to build a connection with your team. This fosters a sense of trust that is invaluable. So, when the time comes to arrange a funeral, the family will already feel a sense of familiarity and comfort, making the daunting task of choosing a funeral director a little less overwhelming.

Creating a connection on your website

Your website is often the first point of contact for a family in-need. While it’s important to provide practical information, it's equally important to create a welcoming and reassuring online experience. A common mistake is to fill the website with photos of empty rooms in your funeral home or hearses. While these are part of the business, they don't convey warmth or connection.

By replacing these with high-quality, professional photographs of your team, you give families the same feeling they would get from walking into your funeral home and being greeted by a kind and compassionate person. 

Photos of people smiling warmly, engaging with families (with their permission, of course), or simply shown in their professional roles, instantly builds a connection. It showcases your business as warm, caring, and approachable, reassuring families that they will be looked after with the utmost dignity and respect during their time of grief.

People connect with people

Ultimately, whether on social media or your website, people connect with people.

As a funeral marketing agency, at Avens Marketing we believe that showcasing the faces of your team is the most effective way to communicate your values and build the trust and rapport that is essential for a funeral director to thrive in their community. 

Here are some tips for getting the best photography to use for your funeral marketing:

• Go for authenticity over perfection: Don't feel pressured to have a big-budget photoshoot. The goal is to show real, approachable people. Use natural light, genuine smiles, and authentic interactions.

• Use a professional photographer: While candid shots are great for social media, hiring a professional photographer for your website and key marketing materials is a worthwhile investment. They can capture high-quality, tasteful images that convey the right tone and emotion.

• Vary your shots: Showcase a mix of individual portraits of your team, small group shots, and photos of them performing their roles (e.g., meeting with a family, arranging flowers, or guiding a funeral procession). This gives a comprehensive and dynamic view of your team and services.

• Prioritise a warm and welcoming environment: Take photos in your funeral home, but focus on the welcoming aspects - a comfortable sitting area, a well-lit reception desk, or a peaceful consultation room. Make sure the space looks tidy and inviting.

• Get consent: This is crucial. Always get explicit permission from anyone featured in your photos, especially if they are a family you are serving. A simple signed release form can prevent future issues.

• Focus on compassion and respect: The photos should always reflect the dignity and respect you have for the families you serve. Avoid anything that might be seen as exploitative or inappropriate. The focus should be on the humanity of the staff.

Ready to up your funeral marketing &

photography game?

At Avens Marketing, we understand the sensitive nature of the industry and specialise in capturing the authentic, compassionate spirit of your team. We manage the entire process, from pre-production planning and directing shots on the day, to delivering a suite of high-quality photos that will resonate with your community.

Contact us today to find out how a professional photoshoot can transform your online presence and help you build lasting connections with the families you serve.

Contact us today!