The most common SEO mistakes on funeral websites (and how to avoid them)

Why SEO is crucial for funeral businesses in 2026

Today, 70 to 80% of families faced with a death begin their search on Google. They look for information, compare providers, consult reviews. This search often happens urgently, from a smartphone, in the middle of the night or at weekends.

Without online visibility, even an impeccable funeral business remains invisible. SEO is no longer an option: it's a necessity to be found when families need you.

Platforms like Wolky play a key role in this digital ecosystem: they facilitate connections between families and professionals, whilst offering modern communication and memorial tools.

Mistake #1: Ignoring local SEO and Google Business Profile

Funeral searches are hyper-localised: "funeral homes Geneva", "funeral business Lausanne", "funerals Fribourg". Yet, many professionals neglect their local SEO.

Common mistakes:

• Google Business profile unclaimed or incomplete

• Absence of client reviews (or reviews not solicited)

• Missing or poor-quality photos

• Opening hours not updated

Practical solutions: claim and optimise your Google profile, add professional photos of your premises, collect authentic reviews, keep your information up to date. Also consider being listed in the Wolky directory, which generates qualified traffic and quality backlinks.

Mistake #2: A technically outdated website

A slow, non-responsive or non-HTTPS site severely penalises your ranking. Google favours fast, secure and mobile-friendly sites.

Common technical problems:

• Site not adapted to smartphones (whilst 60% of searches are done on mobile)

• Loading time exceeding 3 seconds

• Absence of SSL certificate (HTTPS)

• Complex and poorly readable URL structure

Families consult your site urgently, often from their phone. A site that takes 10 seconds to load or displays poorly on mobile will drive them to a competitor.

Solutions: conduct a technical audit, migrate to HTTPS, optimise your images, choose high-performance hosting.

Mistake #3: Duplicate content and empty pages

Google penalises duplicate content. Yet, many funeral websites copy-paste the same descriptions for all their services, or reuse texts from other sites.

Another problem: almost-empty pages with two lines of text. A "Cremation" page that only contains "We offer cremation services" provides no value.

SEO impact: Google doesn't know which page to prioritise and may downrank them all. Visitors don't find the information they're looking for and leave the site.

Solutions:

• Create unique content for each service

• Enrich your pages with useful information (process, indicative prices, frequently asked questions)

• Absolutely avoid copy-pasting

Mistake #4: Neglecting keyword strategy

Many funeral businesses only target ultra-competitive generic keywords like "funeral homes" or "funerals". Result: they compete against hundreds of competitors without ever appearing on the first page.

Common mistakes:

• Ignoring long-tail keywords ("how to organise secular funerals in Switzerland")

• Not thinking local ("funeral homes Vaud", "cremation Neuchâtel")

• Neglecting search intent

A balanced strategy combines generic, local and long-tail keywords. Think about the questions families ask: "average cost funerals Switzerland", "difference burial cremation", "procedures after death".

Informational vs transactional search

Not all searches reflect the same intent. Someone typing "average cost funerals Switzerland" is seeking information. Someone typing "funeral homes Geneva available now" is ready to choose a provider.

The first search is informational: create educational content (guides, blog articles). The second is transactional: optimise your service pages with clear CTAs and your contact details prominently displayed.

Adapting your content to search intent improves your conversion rate. A blog article can attract qualified traffic that will later convert into a client. To go further, consult our guide on mistakes to avoid when choosing a funeral business.

Mistake #5: Non-existent or poorly optimised meta tags

Meta tags (title and meta description) are your site's shop window in Google results. They directly influence your click-through rate.

Common mistakes:

• Identical tags on all pages

• Tags too long (cut off by Google) or too short (unattractive)

• Absence of relevant keywords

• Generic descriptions like "Welcome to our site"

Example of a poor tag: "Home - Dupont Funeral Homes"

Example of a good tag: "Funeral Homes in Geneva | Complete Services | Available 24/7"

Each page must have a unique, descriptive tag containing the main keywords and encouraging clicks. Limit the title to 60 characters and the meta description to 155.

Mistake #6: Absence of content strategy

Most funeral websites are static showcase sites: a few service pages, a contact page, that's all. No blog, no news, no fresh content.

Problem: Google favours sites that regularly publish quality content. Without an editorial strategy, you miss out on numerous traffic opportunities.

A content strategy allows you to:

• Attract qualified traffic via informational searches

• Demonstrate your expertise and reassure families

• Answer frequently asked questions

• Improve your ranking on long-tail keywords

Example topics: practical guides on administrative procedures, explanations on the evolution of funeral rites, trends like the future of funerals.

Mistake #7: Ignoring user experience (UX)

SEO isn't just about keywords and backlinks. Google also analyses user experience: time spent on site, bounce rate, ease of navigation.

Common UX mistakes:

• Complex navigation with endless menus

• Contact form hidden in a sub-menu

• Phone number impossible to find (when it's an emergency)

• Aggressive pop-ups that block content

Bereaved families are in a state of stress and urgency. They need clear information, quick access to contact details, intuitive navigation.

Solutions: simplify your navigation, display your phone number at the top of each page, facilitate contact, remove unnecessary obstacles. Think mobile-first.

Mistake #8: Not measuring or adjusting your strategy

Many funeral businesses never install Google Analytics, never consult Google Search Console, measure nothing. Impossible then to know what works or doesn't.

Without measurement, no improvement is possible. You don't know:

• Which pages attract the most visitors

• Which keywords generate traffic

• Where visitors leave your site

• How many contact forms are filled in

Essential tools: Google Analytics (free) to analyse traffic, Google Search Console (free) to monitor your SEO performance, possibly a basic SEO tool to track your rankings.

Analyse your data monthly, identify improvement opportunities, test and adjust. SEO is ongoing work, not a one-off action.

How Wolky facilitates visibility for funeral professionals

Wolky offers a different approach: an SEO-optimised directory that generates qualified traffic to partner funeral home profiles. Each profile benefits from quality backlinks from a modern, well-ranked platform.

Major advantage: being present on a neutral platform consulted by thousands of families each month, rather than relying solely on your own site. Wolky combines the digital expertise of its founders with a modern vision of the funeral sector.

Listed professionals gain local visibility, receive qualified enquiries and benefit from high-performance technical infrastructure. Discover the directory and join the businesses that have chosen modernity.

Natural SEO is no longer an option for funeral businesses wishing to remain visible and accessible. The eight mistakes addressed in this article, from neglected local SEO to non-existent meta tags, via outdated sites and absence of content strategy, constitute as many obstacles between you and the families searching for your services.

The good news? These mistakes are all correctable with a methodical approach and appropriate tools. In 2026, digital visibility is built on three pillars: optimised local presence, a technically high-performing site and content that answers the real questions of bereaved families.

Wolky supports this transformation by offering funeral professionals increased visibility through its funeral homes directory. A presence on our platform allows you to be found by families when they need you most, without investing thousands of francs in a complete site overhaul.