Is Your Funeral Services Website Bringing You Clients or Turning Them Away?
And Why a Professional Website is No Longer Optional, But a Necessity
In today's digital age, your website isn't only an online brochure. Often it's the first point of contact for grieving families seeking your services. A professional, compassionate, and easy-to-navigate online presence is essential. When potential clients search for support, your website is where they’ll decide if you’re the right choice.
This post explores the critical role funeral agencies' website plays in connecting clients. We'll share exclusive insights from our research into the Latvian funeral services industry, and highlight what sets effective funeral homes websites apart. If you're looking to understand how your online presence measures up, you're in the right place.
How do we know the industry?
At AABB Team, we specialize in developing websites and marketing strategies for local businesses. We have partnered with successful funeral service providers in Latvia and Lithuania. It gave us a deep understanding of this unique market, its challenges, and what works online.
How Your Website Impacts Client Acquisition in Funeral Services
Think about it: when people need to arrange a funeral, they rarely do so without researching online. Almost every potential client will visit your website before making a call. Even if they've heard of you through word-of-mouth, they’ll look you up online. They want to confirm you’re operational and can provide the services they need. Over 60% of this research happens on a mobile phone.
Having a modern, mobile-friendly, and informative website is no longer optional — it’s essential.
When someone searches you online, will they land on a website that’s outdated, slow, or confusing to use? They might immediately reconsider and start looking at your competitors. The problem is magnified when people search online for terms like "funeral services". The market is very competitive. Businesses with high-ranking, trustworthy websites have a significant advantage. They attract more inquiries and grow faster. Businesses with a weak online presence get left behind.
Online Competition In The Funeral Services Industry In Latvia
To understand the digital side of the industry in Latvia, we analyzed 85 websites of funeral agencies. Our findings were illuminating.
Many funeral homes already have websites. Some are older but still functional, while others have been recently updated. Yet, the quality and technology vary a lot. We encountered several critical issues that can negatively impact a business:
- Poor mobile experience: A very common problem, despite most users searching on mobile.
- Security vulnerabilities: Websites still using
http://instead ofhttps://are flagged by Google as not secure and rank them. - GDPR compliance issues: Failing to meet modern data protection standards.
- Difficult navigation: Users struggle to find essential information about services.
- Outdated design: Creating a poor first impression.
Even newer websites suffer if they weren’t built for optimal performance and user experience.
However, our research also highlighted some excellent examples. Businesses that have invested thoughtfully in their digital presence are now leading the way. – They gain more visibility, attract more clients, and build stronger credibility. We've seen this firsthand with our clients in the industry. The number of inquiries consistently grows after launching a high-quality website.
SEO Basics: Common but Not a Differentiator Anymore
We analyzed websites for several key parameters, starting with Search Engine Optimization (SEO). A strong SEO foundation is crucial for ranking well in Google search results. Using Google's own tools to check basic SEO guidelines, we found that 62 out of the 80+ websites scored 90 or higher (out of 100).
In 2025, having solid SEO basics is standard practice. While essential, it no longer offers a significant competitive edge. Most of your competitors have it covered too.
Website Performance: A Key Area for Competitive Advantage
Google PageSpeed Insights evaluates websites on four key metrics: Performance, Accessibility, Best Practices, and SEO. It provides a score from 1-100 for each. We consider a website to have good performance if it scores 90+ in at least three of these four categories.
The Shocking Result: Only 11 out of 85 websites (less than 13%) met this standard. This means if your website is built to meet Google's performance guidelines, you’re already ahead of most of the competition in Latvia.
PSI check block Comment: if you’re not scoring 90 at least in 3 out of 4 categories, your website likely has issues hurting it’s ranking.
You're not seeing scores of 90+ in at least three categories? Then your website likely has technical issues that could be hurting its visibility and user experience.
Check out Google Page Speed Insights scores for your website:
Clear Messaging & Modern Design: Where Most Websites Fall Short
Finally, we subjectively reviewed each website from a user's perspective. Paying attention to design, structure, and clarity of communication. With our extensive experience across many websites, we know what works.
The findings were stark:
- Only 4 websites had a design that looked good and functioned well on mobile devices.
- Only 2 websites had a clear, informative structure for visitors to easily understand the offerings.
This is critical. A website must efficiently convert visitors into clients. But the vast majority of funeral service websites in Latvia are failing at this task.
The Result Of Our Research
Out of over 80 Latvian funeral service agency websites analyzed, only two ticked all the essential boxes. They achieve 90+ in all four PageSpeed Insights categories. And also look professional, and clearly communicate their value. One of these is a valued client of AABB Team, and we'll share their story shortly.
The Big Opportunity: Funeral service agencies in Latvia have an opportunity to stand out online. Investing in a high-quality website can position yourself among the industry leaders. A fast, user-friendly solution, which clearly articulates your services, is what it takes. The bar, frankly, isn't as high as you might think.
Is A Website That Important? What Happens If Yours Isn’t A Good One?
Just having a website online doesn't mean it's actively helping your business. You might think, "My site is there, people can find my services." But if visitors land on your site and leave due to frustration or a poor impression, they're likely turning to your competitors. You'll never know how many potential clients you've lost.
In the funeral services industry, timing and trust are paramount. Families searching for a funeral agency are often under immense emotional stress. They want to make decisions quickly. Deciphering a confusing website or waiting for slow pages to load is a waste. They are looking for reliable, compassionate professionals they can trust.
It may be the first time someone handles arranging a funeral. They are inexperienced and looking for clear guidance. They often search Google for "funeral services" and explore the top few results. If your website isn't on that first page, or if it makes a poor impression, you’ve likely lost them.
A slow, poorly designed, or difficult-to-navigate website can:
- Frustrate visitors: Causing them to abandon your site for a competitor with a better online experience.
- Damage credibility: An outdated or unprofessional site makes clients question the quality and care your business provides. Younger audiences, in particular, judge a business's trustworthiness by its mobile website.
- Lose trust instantly: In this highly sensitive industry, establishing trust from the very first click is crucial. Those first few seconds forming an impression of your brand can make all the difference.
Success Story: How a Modern Website Fueled Growth for Angel AB
Angel AB funeral agency approached AABB Team with the goal of creating a modern, aesthetically pleasing website. Beautiful, but also effective for client acquisition. They understood that a top-notch online presence was essential for competing successfully.
Working in close collaboration, we developed a website structure. A clear, compassionate messaging and a design that evokes a sense of calm and trust. SEO best practices and high performance were our core priorities. Our research showed only two funeral agency websites achieved excellent scores in Google PageSpeed Insights. Angel AB is one of them.
The results? The website quickly gained traction. It's ranking on the first page of search engines for critical local keywords. This has boosted their organic (non-paid) traffic. Since the website's launch, Angel AB has expanded to five locations across Riga and Jurmala. Here’s what Anastasia, Executive Director at Angel AB, shared about their experience:
The website exceeded all our expectations—it’s not just professional, but crafted with deep sensitivity to the specifics of funeral services. During the design process, all our requests were carefully considered, with every detail thoughtfully addressed, both visually and perceptually. The team was always available, proposing optimal solutions and guiding us clearly through each stage, always understanding us perfectly. The internal system was made simple and user-friendly; now we can independently edit and add information. Particularly valuable is the ongoing rapid 24/7 support even after project launch—we know we’ll never be left without help.
This success story demonstrates how a professional website can place you ahead of competitors. Following best practices bring results even in a very competitive industry.
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What Makes an Effective Website for a Funeral Services Agency?
The funeral services industry is unique. You're supporting people during one of life's most challenging times. Their emotional state is very different from someone booking a dentist or ordering a pizza. Designing a smooth, empathetic client journey is crucial, and it begins online.
Based on our experience with funeral service projects, here's a checklist of what we see essential for a website in this industry. Use it to evaluate your current site or to prepare for discussions about a new one.
Flawless Mobile Performance & Speed
This is non-negotiable for any business website today, but especially for yours. Your clients need information quickly and without friction. Since most are on mobile, performance on smartphones is paramount. They don’t want to struggle with slow loading times or difficult navigation. They want to decide who to contact. A fast, seamless website experience signals professionalism and care.
Check your website performance: Visit the Google Page Speed Insights page, input your website address and click analyze. Are all four scores (Performance, Accessibility, Best Practices, SEO) in the green (90+)? If not, there are likely performance issues hindering your site.
Clear Service Information
Which documents do I need? Do you offer cremation? Can you manage the transportation or repatriation? How much do your services cost? Can I purchase a coffin and other products from you? There are a lot of questions, and many of them are frequently in the minds of potential clients.
If you’re a professional in the industry, the services might seem obvious. But for someone arranging a funeral for the first time, the process can be overwhelming. Avoid jargon and clearly outline what you offer. Your potential clients frequently look for answers to the following questions:
- Do you offer cremation/burial/repatriation?
- Which documents do I need?
- How much do your services cost?
- Which product categories do you offer?
The quicker website users find answers, the more likely they are to choose you. Your website should confidently say, "Yes, we can help you with that."
How difficult is it to answer the questions from looking at your website, considering that you start on the homepage?
Prominent and Easy-to-Find Contact Information
In the case of ordering funeral services, a lot of important work with a client is handled by your employees. What we want from the website, is to provide a clear and easy path to contact you. Some clients prefer to call and ask their questions. Others would like to first communicate in writing through emails or messages. It’s a sensitive period for them, and we want to give them comfort. A website should show your phone number at each page, have clear contact forms, and help find your address quickly.
Does your website have that in place?
Design That Builds Trust
While speed is vital, a website's visual appeal and atmosphere are equally important. A clean, modern design can ease a visitor's anxiety and build credibility. An outdated or cluttered site can raise doubts about your professionalism and even whether you're still in business.
Accessibility is key in design. Ensure your website is easy to read (good contrast, legible fonts). It should be easy to navigate for younger audiences and older adults.
Does your website feel welcoming, professional, and reassuring?
Authentic, Original Content (Especially Photos)
Graphic content plays a vital role on business websites. We all got used to easily taking photos of everything around us. So if a business doesn’t use their own photos representing their services people get suspicious. If you don’t show the reality of your business, is it really as good as you describe it?
Google's algorithms favor original content. Using your own images is better for SEO. Professional photoshoots are ideal. But good quality photos taken with a smartphone are better than using stock images. Authenticity builds trust.
Does your website feature real photos of your business?
How We Create Successful Websites For Funeral Services Agencies
Over years of developing websites we saw why many fall short, there's a common pattern. The desire for a low-cost website often leads businesses to cheap freelancers or agencies. They may excel in one area (like design or coding). But lack the holistic expertise needed for a true business growth tool. The result might look okay or even load fast, but it rarely covers all the bases. It rarely is effective in attracting new clients and generating leads. Finding reliable, comprehensive digital partners can be a challenge for many business owners.
At AABB Team, we aim to be more than just a vendor; we strive to be your dedicated digital partner. We don't just build websites, we craft comprehensive digital strategies, implement them, and provide ongoing support. Our mission is to ensure your online presence becomes a business growth engine.
This is a comprehensive process involving a team of specialists:
- Business analysts develop the strategy.
- Experienced designers create a user-focused design.
- Expert developers build a fast, secure, and reliable website.
- Dedicated marketing professionals develop and manage campaigns.
In today's complex digital landscape, achieving top-tier results demands multidisciplinary expertise. A single individual rarely possesses all the necessary skills.
This collaborative, expert-led approach has enabled us to deliver results that our clients value. Websites and digital systems that consistently bring in clients and help businesses thrive. Whether it's a funeral services agency or an ice cream shop, our tailored approach and expertise deliver results.
Do you want to transform your website into a valuable business asset?
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