How to Fix a Funeral Home Google Business Profile That Isn’t Getting Calls
Your funeral home shows up on Google. You appear in Maps. You even have reviews.
So why aren’t the calls coming in?
This is one of the most common issues funeral homes face today. A Google Business Profile (GBP) can look “fine” on the surface while quietly failing to convert visibility into phone calls.
The good news is that this problem is usually fixable. In most cases, it comes down to missed optimizations, unclear signals to Google, or friction that causes families to hesitate.
This guide breaks down how to fix a funeral home's Google Business Profile that isn’t getting calls, and how to turn it into a reliable source of at-need and pre-planning inquiries.
Why Google Business Profile Matters More Than Ever
For many families, your Google Business Profile is your first impression.
Before visiting your website or calling, families often see:
Your business name
Your star rating
Your reviews
Your photos
Your phone number
In high-stress moments, families make quick decisions. If your profile does not build trust and make calling easy, they will move on.
Step 1: Make Sure Google Understands What You Actually Do
One of the biggest issues with underperforming profiles is incorrect or incomplete categorization.
Check Your Primary Category
Your primary category carries the most weight. For funeral homes, this should almost always be:
Funeral Home
Secondary categories may include:
Cremation Service
Cemetery (if applicable)
Memorial Service
Using vague or incorrect categories confuses Google and reduces your visibility for high-intent searches like “funeral home near me.”
Step 2: Fix Business Information That Causes Friction
Small inconsistencies can have a big impact on calls.
Audit These Details Carefully:
Business name (no unnecessary keywords or inconsistencies)
Phone number (local number preferred)
Address accuracy
Service hours
After-hours availability (if applicable)
If families are unsure whether they can call right now, many simply won’t.
Step 3: Optimize Your Business Description for Families, Not Just Google
Your business description should not read like a corporate bio. It should reassure families and clearly explain what you offer.
A strong funeral home GBP description:
Mentions funeral and cremation services clearly
Emphasizes compassionate, professional care
Uses simple, calm language
Avoids marketing buzzwords
Families should understand within seconds that you are capable, caring, and available.
Step 4: Use Photos That Build Trust, Not Just Fill Space
Photos play a much bigger role than most funeral homes realize.
What Families Want to See:
Exterior photos so they recognize the building
Clean, welcoming interiors
Chapels or visitation spaces
Professional staff (when appropriate)
Stock images or outdated photos reduce trust. Real, current images help families feel comfortable calling.
Step 5: Reviews Are Not Just About Rating, They’re About Reassurance
A 4.8-star rating means little if reviews are old or unanswered.
Review Factors That Affect Calls:
Recency (recent reviews matter more)
Volume (a steady flow looks natural)
Responses from the funeral home
Families read reviews to understand how you treat people, not just how many stars you have.
Responding professionally to reviews signals care, attentiveness, and respect.
Step 6: Enable and Optimize Messaging and Call Features
Your Google Business Profile includes tools designed to increase contact. Many funeral homes leave these unused.
Make Sure:
Click-to-call is enabled
Messaging is turned on (if you can respond promptly)
Call history is reviewed regularly
If a family has to work to contact you, they may not try at all.
Step 7: Add Services That Match How Families Search
The Services section is often overlooked, yet it strongly influences relevance.
Examples include:
Funeral services
Cremation services
Direct cremation
Memorial services
Funeral pre-planning
Each service reinforces to Google and to families that you meet their specific needs.
Step 8: Post Regular Updates to Stay Visible and Relevant
Google favors active profiles.
Posting updates helps:
Improve engagement
Signal freshness to Google
Reinforce services and availability
Effective posts include:
Service explanations
Pre-planning education
Community involvement
Availability reminders
These posts do not need to be promotional. Informative and supportive content works best.
Step 9: Check for Hidden Technical or Trust Issues
Sometimes profiles fail because of issues funeral homes do not see.
Common problems include:
Duplicate listings
Old tracking phone numbers
Suspended or partially restricted profiles
Incorrect service areas
These issues can silently suppress visibility and calls.
Step 10: Align Your Google Business Profile With Your Website
Google looks for consistency between your profile and your website.
Make sure:
Phone numbers match
Services listed align with site content
Location details are consistent
When Google sees alignment, it is more confident in showing your profile to searchers.
Why Visibility Without Calls Is a Red Flag
If your funeral home appears in Google Maps but does not receive calls, it usually means:
Families do not feel confident enough to call
Your profile lacks clarity or reassurance
You are visible but not compelling
Fixing this is not about tricks or shortcuts. It is about clarity, trust, and accessibility.
Final Thoughts
A Google Business Profile that isn’t getting calls is not a lost cause. In most cases, it is under-optimized, unclear, or outdated.
When your profile clearly communicates who you are, what you offer, and how to reach you, families are far more likely to call.
For funeral homes, success on Google is not about aggressive marketing. It is about being present, professional, and easy to contact when families need you most.
