15 Things Your Google Business Profile Needs to Crack the Top 3 Map Results
Picture this: It's 2 AM. A family just lost someone they love. They grab their phone, search "cremation services near me," and see three businesses on the map. They call the first one that looks trustworthy.
If you're not at the top, you don't exist to them.
Most funeral homes don't understand that a properly set-up Google Business Profile is step one to getting into the top three map packs. Without one, everything else you do to get seen on Google Maps is like pushing a boulder uphill.
You can have the best cremation services in town, but if your Google Business Profile (GBP) is incomplete, you're fighting a battle you'll never win.
Why Your GBP Matters More Than Everything Else
This is step one of online marketing. It's completely free, and getting it right means your community actually has a chance of finding you instead of a competitor.
Here's the shocking truth: 80-90% of cremation services we come across don't have their Google Business Profile set up correctly.
Before you redesign your website, invest in Facebook marketing strategies, and do anything else, it would be wise to get the basics set up correctly. Doing this properly will keep generating you inquiries month after month, year after year... for free.
The numbers prove it: 87% of people use Google to find local businesses (Statista), and 72% visit a business within five miles after searching (HubSpot). When someone searches "funeral home near me," Google picks the winners. Those businesses get the calls. Everyone else gets ignored.
Most funeral homes skip this crucial first step and jump straight to expensive marketing while their Google Business Profile is broken. It's like trying to fill a bucket with holes in the bottom.
The Foundation: 15 Non-Negotiable Elements for Top 3 Rankings
Think of these as the foundation of your local online presence. Miss any of these, and you're fighting an uphill battle against competitors who got the basics right.
Here's exactly what your Google Business Profile needs as its foundation:
The Foundation (Get These Right First)
1. Your Exact Business Name Use the exact name on your building and legal papers. Don't stuff keywords like "Best Cremation in Phoenix." Google hates that.
2. Your Complete Address Include suite numbers, correct city, and zip code. Make sure it matches your website exactly.
3. A Phone Number That Works Sounds obvious, right? Yet many businesses have numbers that go to voicemail or don't work. Test yours often.
4. A Fast-Loading Website Your link must work and load quickly on phones. A slow site makes families bounce to competitors.
5. Accurate Business Hours List regular hours, emergency availability, holidays, and weekends. Families need services at all hours—tell them when you're available.
What You Do (Make It Crystal Clear)
6. Pick Your Main Category Choose "Cremation Service" or "Funeral Home" as your primary category. This tells Google what you do.
7. Add More Categories Don't stop at one. Add "Memorial Park," "Grief Counselor," or "Pet Cremation Service" to appear in more searches.
8. List Your Services Be specific: direct cremation, memorial services, pre-planning, grief support. Help families understand what you offer.
What Families See (This Builds Trust)
9. Write a Complete Business Description Here's a shocker: 75% of top-ranking businesses have complete descriptions. Only 40% of lower-ranking ones do (Localo). Your description should speak to families' hearts while explaining your services clearly.
10. Upload Quality Photos Post at least 10 professional photos of your facility, staff, and services. Pictures build trust faster than words.
11. Add Your Logo Use your business logo as your main profile photo. It looks professional and builds brand recognition.
Prove You're Trustworthy
12. Get Fresh Reviews Aim for at least 10 reviews from real families, with some from the past six months. Fresh reviews show you're active.
13. Respond to Every Review Thank people for positive reviews. Address concerns professionally. This shows you care about families' experiences.
14. Answer Common Questions Post answers to questions families always ask: pricing, service options, availability. Give them info upfront.
15. Post Regularly Share something relevant on your GBP every 60 days. Regular posts tell Google you're an active business.
The Cost of Skipping These 15 Elements
Every missing element from your foundation creates problems that get worse over time:
To Google's Algorithm: "This business lacks essential information, therefore they're not as helpful to users as competitors with complete profiles."
To Grieving Families: "This place is confusing. I can't find what I need. Next"
To Your Bottom Line: Families call your competitors instead of you.
Here's the brutal truth: You can invest in the best website and marketing strategies, but if your Google Business Profile foundation is broken, families will still choose competitors with better-looking profiles in the map pack when searching locally.
This is why setting up your GBP matters so much. Get the foundation right, and everything else becomes easier. Skip it, and you're pushing that boulder uphill forever.
Check Your Current Score
Before you make changes, see where you stand:
Your Score:
12-15 items: You're almost there—just need tweaks
8-11 items: You're missing calls every day
4-7 items: Competitors are crushing you
0-3 items: You're practically invisible
Why This Foundation Comes Before Everything Else
Here's what separates successful cremation providers from struggling ones: they understand that Google Business Profile optimization is the foundation, not an afterthought.
The Smart Approach:
First: Get your Google Business Profile foundation solid for map pack rankings
Then: Build your website and other marketing strategies on top of that foundation
Result: Everything works better and costs less
Note: Even if you run Facebook ads and don’t plan to rely on Google, families are still going to research local cremation providers and if you’re not there, they’re considering the competition.
Fixing your Google Business Profile costs nothing but time. But the impact? Families searching will call the first cremation provider that looks professional and trustworthy.
The funeral homes that dominate their markets know this secret: Get this foundation right, and everything else becomes easier.
Start With Step One (Don't Skip the Foundation)
Stop wasting money on marketing that doesn't improve your map pack rankings because your Google Business Profile foundation is broken.
Your step-one action plan:
Check your Google Business Profile using our 15-point checklist
Remember: every family that calls a competitor instead of you represents a broken foundation. Your Google Business Profile is your first—and often only—chance to make that crucial impression.
Get step one right, and watch how much easier everything else becomes.
Need help getting your foundation solid? Contact Dignified Inbound for Google Business Profile optimization designed specifically for funeral homes and cremation providers.
About Dignified Inbound: We help cremation providers and funeral homes dominate their local markets through strategic digital marketing. Learn more at DignifiedInbound.com
