The pressure to compete on price is mounting, but consumers want services beyond cremation too.
Consumer groups and low-cost providers are making price a focus for cremation. However, when we marketing cremation services on price alone, we risk becoming just another commodity like everything else that you can buy online with a coupon or an "on sale now" tag.
What is a commodity? Something to be traded and purchased based upon price alone. Commodities are things for which a special description is unnecessary because the service or good is always the same. The market treats commodities as essentially the same, measured in a standard unit and interchangeable.
How do funeral homes respond to families concern about prices without allowing themselves to be shopped on price alone?
Online search is the new yellow pages. Even older adults rely upon web search to find important information about healthcare, finances, travel and funeral options. With 75% of those who are age 70 to 74 relying on search, it is no surprise that the decision makers for many funerals, who are Baby Boomers or younger, rely almost entirely on searching online to find funeral resources. A key business decision is how to reach them using digital ads vs. SEO?
The reasons to upgrade your website’s look, layout, and content are obvious: to create more visitors, more leads, and more customers. Right?
