Funeral brands with resilient reputations follow a deliberate flywheel. It begins before a family ever writes a review and continues long after the service.
Stage 1: Prepare
Equip arrangers with talking points that explain how feedback supports future families. Build triggers in your case management system so the marketing team knows when a service has closed and is ready for outreach.
Stage 2: Invite
- Send a personalised message within 48 hours of the service.
- Offer two options: Google review or private feedback for service recovery.
- Provide suggested language so families feel confident writing about staff compassion.
Stage 3: Amplify
Curate the best stories for your website, GBP updates and local PR. Highlight the staff members mentioned and thank families publicly (with permission).
When your team repeats this cycle weekly, you create a volume of heartfelt proof that no aggregator or consolidator can replicate. Pair it with the Local SEO Signal Map to make sure each testimonial reinforces your map-pack dominance.