1Pick the template together
Three distinct designs, with different layouts, colors, and section lineups, so two
funeral homes in nearby markets never run pages that look alike. Click through
A · Classic, B · Modern,
and C · Community with them and let them react.
DISCUSSWhich one feels like your funeral home? There’s
no wrong answer: every version runs the same proven offer and form.
2Choose the header
Two paths, and it’s worth setting the expectation clearly:
- Location-specific: if we find usable photos of their building or location
(or they can provide them), the header features their own place.
- Regional scenic: otherwise they get a scenic header matched to their
region: mountain, grassland, or coastal.
DISCUSSIf we can get a good shot of your building,
the page opens with it. If not, you’ll get a scenic header that looks like home. Here
are the versions.
3Google reviews or standard quotes?
Look at their Google profile together and route by the numbers:
- 4.7★ or higher with at least 10 reviews (and at least three with real
written detail) → the Google module: live rating, map listing, and real five-star
reviews from their own families.
- Below that → standard quote bubbles with no rating shown, and we revisit
once their review base grows.
The page features their three most recent five-star reviews with real written
detail (one-liners are skipped), confirmed together at setup, so they always know
exactly which reviews appear. Every quote is a real, verbatim Google review, never
invented testimonials.
DISCUSSYour rating is strong enough to lead with.
Let’s pick the three reviews you’re proudest of. (or) Let’s hold the
rating off the page for now and revisit when the reviews build up.
4Do they lock prices?
If yes: the price-lock module goes on: a chart of how national funeral costs
have climbed for sixty years (relative NFDA figures, no dollar amounts) with projections ahead
and a clear marker showing that a locked price stays put.
If no: nothing looks missing; the page swaps automatically:
- Template A drops the “locked pricing” line from its easy-facts band.
- Templates B & C replace the chart with the time-to-grieve phone section in the
same spot.
See both states in the options gallery under
“No price lock.”
All cost language is national, relative, and sourced; the page never
states or implies the funeral home’s own prices, keeping it clear of general price list
requirements.
5Texting
The kit form includes dual SMS consent (marketing and informational), unchecked by default
and TCPA-aligned, with carrier fine print and privacy/terms built in. Messages are sent on
behalf of Preplan a Funeral.
DISCUSSFamilies who opt in can get their kit link and
appointment reminders by text. Consent is captured properly at the form, so texting is
compliant from day one.
6How appointments reach them
The guided chat books appointments right in the panel, with the same fields as our production
booking flow: name, contact, preferred times, and whether the family prefers
a phone call or an in-person visit. Requests route to their counselor with the
family’s answers attached.
7The guided chat
Standard on every template: a “Get your questions answered” button, bottom-right.
It answers the questions families ask most using carefully vetted copy. Nothing
off-script is ever promised on the funeral home’s behalf. It hands off to the
appointment booking when the family is ready.
8The community section
Almost every owner will want this, but it’s earned, not default. The marker
is simple:
- Established 25+ years (collected at intake as the founded year) → the
years-based band: “Part of this community for over 40 years.” Milestones
read even stronger: 50, 75, 100+, or “three generations of the same
family.”
- Younger than 25 years → no years claim. The community angle comes
through the location header instead: their own building is the community
credential families recognize.
DISCUSSHow long has your family served this
town, and is it the same family? That number is one of the most persuasive things
on the page, so we only print it when it’s strong.
9Why these colors (and not brand colors)
Owners will ask. The honest answer: their brand is on the page: the logo
and their own building in the header. The page’s colors have a different job:
getting a 55–80-year-old reader to read comfortably and act.
- Blue (Classic’s bright blue, Community’s navy): the most
trusted color across every age group in consumer research; calm, institutional,
credible. Exactly the feeling this decision needs.
- Sage green (Modern): care and calm without feeling clinical; it reads
warm and settled.
- The yellow button: deliberately the only saturated element on
the page. Contrast, not hue, is what makes a button get pressed, and this exact
yellow is proven on the current live pages.
- Accessibility: every text/background pair is checked against
readability standards for older eyes. Many brand palettes fail that test the moment
they run a whole page.
DISCUSSYour logo and your building carry your
brand. The page colors are engineered for one thing: making it effortless for
families to read and respond. That’s why every version converts.
10Built-in guardrails & customization
- Cost claims are national, relative, and sourced, never their price list.
- No Medicaid or life-insurance promises; transferability described accurately.
- Readable contrast, large tap targets, phone-friendly forms.
- Their logo, their reviews, their header, their founded year (long-established homes can
feature a “since 19—” heritage section), all driven by account data,
so updates roll out without rebuilding the page.