BY: Jack Hirsch
President of Funeral & Cemetery Trust Division| (251) 689-1057
Originally published in American Funeral Director May, 2025
Funeral directors are witnessing a significant transformation in our industry as consumer preferences shift toward digital technology for pre- and at-need planning. As recently as 10 years ago, families primarily relied on phone calls and in-person visits to plan a funeral; now, many turn to the internet to research options, compare services, and make arrangements.
According to a 2023 U.S. Funeral Consumer Survey published by the National Home Funeral Alliance, 62% of respondents said their first step in planning a funeral would be searching online for information on services, products, and pricing. The survey also revealed that 76% of respondents placed in-person appointments as their last or next-to-last choice for at-need planning. This data offers compelling evidence that today’s families expect greater convenience, transparency, and digital accessibility when making arrangements. As a profession, we must evolve alongside them, making it essential to modernize our approach.
To remain competitive in this industry, we must not consider if we embrace digital technology but how. Resisting change will inevitably result in firms losing families to competitors; therefore, keeping pace with consumer preferences is imperative. Offering seamless, online planning experiences makes it easier than ever for families to research, customize, and purchase funeral services from the comfort of their homes.
So, how do we adapt? It begins with a mindset prioritizing innovation, accessibility, and a digital-first approach to serving families.
FIRST IMPRESSIONS IN THE DIGITAL AGE
The old saying, “You never get a second chance to make a first impression” applies to families embarking on their preneed or at-need planning journey. According to content management system provider Storyblok, 60% of consumers decide within 30 seconds whether to stay on a website or leave, and 20% make that decision in just five seconds. That incredibly finite window of time raises the stakes for a firm to engage with visitors on their web- site. Since most consumers prefer to start the planning process online, they must easily access service details, pricing, and educational resources. The longer visitors engage with a website, the more likely they will reach out, explore services, or purchase.
A website with a clean, inviting aesthetic is crucial, but it should also serve as a valuable resource for families exploring their planning options. For many people, the prospect of preneed or at-need planning can be overwhelming for the vulnerability it demands. Building trust with families begins on a firm’s website and must extend beyond answering simple questions. In short, families need help, and it is our responsibility to provide information with compassion and empathy.
Educational content, such as blog articles, videos, downloadable brochures, and checklists, empowers consumers to make informed decisions, often during a delicate and trying time. Providing information in these various media formats ensures that families can engage with con- tent in the way that best suits them. For in- stance, visual learners may find videos and infographics more helpful, while those who prefer to read may benefit from blog articles, brochures, or detailed checklists.
Further, providing straightforward, up- front pricing reduces hesitation and can take some pressure off the selection process. Arming potential clients with this knowledge gives them confidence as they navigate the planning process; the more informative and transparent a site is, the more trust it builds.
Investing in digital resources does not have to be an enormous expense, but failing to do so can be. A user-friendly, con- tent-rich website can determine whether a company gains a new client or loses them to a more digitally progressive competitor.
OPTIMIZING EFFICIENCY THROUGH DIGITAL TOOLS
Technology in our industry extends far beyond simply enhancing the web- site. Digital tools are critical in improving day-to-day operations, allowing us to serve families better. As operational costs continue to rise, the phrase “do more with less” has become familiar. Automation technology is a worthy investment for death care professionals seeking to significantly reduce the time spent on manual administrative tasks. Automation not only enhances efficiency but also minimizes human error, allowing staff to prioritize families rather than handling time-consuming paperwork.
Preneed trust management is another area where digital tools are proving invaluable. Accurate financial tracking, compliance, and long-term stability are essential for preneed contracts, which often generate 20% to 40% of a funeral home’s revenue. Modern technology offers us access to high-level and detailed financial data, such as tracking the status of contracts, monitoring trust balances, reviewing transaction histories, and staying ahead of compliance deadlines. This level of over- sight ensures we can maintain financial accuracy, make more informed business decisions, and provide greater control over financial operations.
The efficiency digital tools provide is compelling, but more importantly, they strengthen compliance and risk management practices. Mitigating compliance risk through digital record-keeping ensures that critical documents are accurate, up-to-date, and easily accessible, reducing the likelihood of errors that could lead to regulatory scrutiny. Implementing eContract technology and automated compliance tracking enables funeral homes to maintain adherence to state and federal regulations, including the Federal Trade Commission Funeral Rule and Cooling-Off Rule. Leveraging this technology will protect our businesses from potential legal issues and ensure we handle all con- tracts and financial records transparently and precisely.
EMBRACING CUSTOMIZATION IN MODERN MEMORIAL SERVICES
Increasingly, families are moving away from traditional funeral home services in favor of personalized, unique end-of-life celebrations in meaningful locations out- side the funeral home. They further want a service that reflects their own life and personality. A funeral home unwilling to offer flexible, customizable service options risks losing these families to other providers.
Another benefit of customization is the financial opportunity it presents. Consumers are willing to pay a premium for services tailored to their needs. Funeral homes offering multiple service packages, personalized add-ons, and flexible venue choices can meet modern consumer expectations and increase revenue.
As the wishes of consumers evolve, firms must keep up to stay in business. A well-developed digital strategy is key to accomplishing this. The ability of families to explore service offerings, compare customization options, and easily make arrangements online is integral to a successful business model in the digital age. Modern technology helps reach a wider audience and streamlines internal operations, allowing staff to focus on building meaningful connections with families, both in person and online. By embracing digital tools to enhance our web presence, manage operations effectively, and offer customization of services, death-care professionals can provide valuable support to the families we serve while ensuring long- term business growth.
