Your Google Business Profile is the most important free marketing tool available to your funeral home. A fully optimized GBP can generate 40–60% of your inbound inquiries. Most funeral home GBPs are 60–70% complete. Here is the full 2026 checklist.
Section 1: Core Information
Business name: Use your exact legal business name. Do not add keywords — this violates Google’s guidelines and can result in suspension. Primary category: “Funeral Home” is your primary category. Add secondary categories for “Cremation Service” or “Cemetery” if applicable. Website URL: Link to an owned, optimized page — not a vendor template. This single change can improve your Map Pack ranking within 30–60 days.
Section 2: Photos
Google’s own data shows that businesses with more than 100 photos receive 520% more calls than those with fewer than 10. Funeral homes should have: exterior photos (all angles, all seasons), interior photos (chapel, arrangement room, reception area), staff photos, and service photos. Update photos quarterly.
More calls from GBPs with 100+ photos vs. those with fewer than 10
Source: Google Business Profile internal data
Section 3: Posts
GBP posts are underused by almost every funeral home. Post weekly. Content ideas: service spotlights, community events, grief support resources, seasonal content (Veterans Day, Memorial Day), staff introductions, and pre-planning educational content. Posts expire after 7 days — consistency matters.
Section 4: Reviews
Respond to every review — positive and negative — within 48 hours. For negative reviews, acknowledge the concern, apologize for the experience, and invite the family to contact you directly. Never argue publicly. Your response is read by every future family who sees that review.
Key Takeaway