Working with Parting Pro has given me the opportunity to interact with hundreds of funeral homes across the country—from traditional funeral homes to online-only providers and cremation societies. Over time, we’ve seen many clients successfully integrate their online store into their process, resulting in increased revenue and greater satisfaction for their client families.
At the same time, we’ve also seen funeral homes struggle to get started and miss out on the benefits that Parting Pro offers. So, what sets the most successful funeral homes apart? Here are three key things they do differently:
1. They Talk to Their Client Families
This may seem obvious, but when thinking about online arrangements, it’s easy to adopt a purely transactional mindset—where a family places an order online, and the funeral home simply fulfills it. In reality, it doesn’t work that way.
More often than not, families will reach out before making their arrangements online. This is a valuable opportunity to:
- Educate them on your process and set expectations.
- Guide them through their options and help them make informed decisions.
- Build rapport and ensure they feel supported.
Online arrangements don’t mean relationships disappear. Many successful funeral homes find that multiple short phone conversations with a family—whether verifying vital details, answering questions, or following up once the cremation is complete—help foster trust and create a smoother experience for everyone.
2. They Make Online Arrangements “Normal”
If you’re waiting for families to ask about online arrangements, you’re missing opportunities. The most successful funeral homes make online arrangements a standard part of their workflow by:
- Proactively directing families online or at least presenting it as an option.
- Incorporating online arrangements into every conversation, rather than assuming families will find them on their own.
- Providing clear guidance—for example, informing families that they’ll receive an email with instructions, rather than hoping they’ll navigate the process independently.
Many funeral homes that struggle with online arrangements do so because they don’t bring it up in conversations with families. If families don’t know online arrangements are an option, they won’t choose them. Directing the family and making online arrangements a natural part of your workflow is key to success.
3. They Don’t Assume Direct Cremation Families Won’t Spend on Additional Services
One of the biggest mistakes funeral homes make is assuming that families choosing direct cremation aren’t willing to spend money on additional services or merchandise. While many families may be price-conscious, they are often open to options that hold value to them.
If additional services or products aren’t presented, families may look elsewhere to meet their needs. This can happen when:
- You offer only a limited selection of urns.
- You don’t inform direct cremation families about memorialization options.
- You assume families already know about options like scattering or keepsakes.
A great example is specialized memorial merchandise. Simply listing unique keepsakes or cremation-related products in an online store may not do them justice. However, if you introduce the idea of memorialization early—discussing options like cremation jewelry, keepsakes, or personalized memorial products—families will have context when they see these offerings in your online store. Educating families early in the process ensures they understand their choices and can make informed decisions.
By focusing on these key areas—communicating with families, making online arrangements part of their standard process, and presenting additional services and merchandise—successful funeral homes set themselves apart. If you want to maximize the benefits of online arrangements, start by implementing these strategies today.