By Thomas A. Parmalee
A funeral home or cemetery’s reputation is no longer defined solely by word-of-mouth. It is quantified, scored and publicly displayed — often before a family ever picks up the phone.
That was the central message of a recent webinar led by Welton Hong, CEO of Ring Ring Marketing, titled Online Reviews: How to Get Good Ones and Fix the Bad Ones. His guidance was direct: Reviews are no longer a passive byproduct of service — they are an operational priority.
For funeral professionals and cemeterians, the implications are significant. Families are making emotionally charged decisions, often under time pressure. Before they call you, they are evaluating you — and your reviews may determine whether that call happens at all.
The Big Three: Where to Focus First
Hong emphasized that not all platforms are created equal. For funeral service, three dominate: Yelp, Google and Facebook
These “big three” are where you should concentrate both your review generation and monitoring efforts.
Second-tier platforms — such as the Better Business Bureau and Yellow Pages — still matter, but not as much.
A critical nuance: Families are not always searching for your reviews. They are searching for your business. But when they do, they will see your reviews. There is no way to hide them, and no amount of digital advertising can offset a weak review profile.
Hong’s simple but effective exercise: Google your own firm. What you see is exactly what families see.
Why Yelp Deserves Special Attention
Among the three, Hong placed particular emphasis on Yelp — and for good reason.
Yelp content frequently ranks highly in Google search results. In effect, Google often feeds traffic to Yelp. Additionally, platforms like Bing and Yahoo rely on Yelp data because they lack robust native review ecosystems.
The takeaway: Even if you are “focused on Google,” Yelp is influencing your visibility and credibility more than you may realize.
Understanding Yelp’s Filter (and Why It Frustrates Owners)
One of the most misunderstood aspects of Yelp is its review filter, which relegates certain reviews to the “not currently recommended” section.
This filter applies to both positive and negative reviews and is triggered by signals such as:
- Minimal user activity on Yelp.
- Incomplete profiles.
- Few connections or reviews.
- Suspicious patterns or language.
Hong’s blunt assessment: when in doubt, Yelp filters it out.
This system exists largely to prevent manipulation, such as businesses creating fake accounts to leave five-star reviews or to attack competitors with one-star ratings.
While frustrating, it is not unique. Google is increasingly adopting similar filtering behaviors using AI to detect:
- Sudden spikes in reviews.
- Repetitive or generic language.
- Coordinated activity.
- Unusual geographic patterns.
In short, the ecosystem is moving toward stricter authenticity enforcement across all platforms.
The FTC’s New Rules: A Compliance Wake-Up Call
Overlaying all of this is a new regulatory reality. The Federal Trade Commission has introduced rules targeting deceptive review practices, with penalties reaching up to $53,088 per violation.
Prohibited practices include:
- Creating or purchasing fake reviews.
- Paying for reviews without proper disclosure.
- Posting insider (employee or family) reviews without disclosure.
- Suppressing negative reviews.
- Operating fake “independent” review sites.
- Using fabricated engagement metrics (followers, likes, etc.)
For funeral homes, this creates a nuanced challenge.
The FTC allows incentivized or insider reviews if disclosed. However, Google’s policies are stricter: Reviews from employees, family members, or anyone with a conflict of interest are prohibited — regardless of disclosure.
That distinction matters. What is legally permissible may still violate platform rules and result in removal or penalties.
A Critical Warning on Reputation Management Firms
Hong cautioned against overreliance on third-party “reputation management” companies that promise to bury negative reviews or flood platforms with positives.
These claims are largely unrealistic and often risky.
No legitimate firm can:
- Remove valid negative reviews at scale.
- Suppress visibility of unfavorable feedback.
- Post fake positive reviews without consequences.
In many cases, such tactics can trigger platform penalties or even regulatory scrutiny. His recommendation was unequivocal: Take ownership of your review strategy internally.
Generating Positive Reviews: What Actually Works
Despite restrictions — especially Yelp’s prohibition on soliciting reviews — there are effective, compliant ways to build a strong review base.
- Make asking a standard practice.
The most important principle is consistency. You must ask for feedback.
Timing is debated, but Hong advocates for immediacy:
- Reach out shortly after the service.
- Engage while the experience is still fresh.
Waiting too long increases the likelihood that feedback (if given at all) will skew negative.
- Use the follow-up call strategically.
A next-day call serves multiple purposes:
- Demonstrates genuine care.
- Surfaces issues before they become public complaints.
- Opens the door for positive feedback.
If a family expresses dissatisfaction, you have an opportunity to resolve it privately, often preventing a negative review altogether.
If they express gratitude, you can tactfully suggest leaving feedback on platforms like Google.
- Provide simple review pathways.
Reduce friction wherever possible:
- Send follow-up emails or texts with direct links.
- Use QR codes on printed materials.
- Offer clear, concise instructions.
Convenience significantly increases participation.
- Consider preneed families.
For firms hesitant to ask at-need families, preneed clients represent an underutilized opportunity. Their experiences are typically less emotionally charged, making them more comfortable leaving reviews.
Navigating Yelp’s “No Solicitation” Rule
Yelp’s stance is strict: Businesses should not directly ask for reviews.
This creates practical workarounds:
- Focus on delivering exceptional service.
- Encourage general feedback rather than platform-specific requests.
- Maintain a strong presence, so satisfied customers naturally find and review you.
With the above approach, you will find you still earn reviews on Yelp.
How to Handle Negative Reviews (Without Making It Worse)
Negative reviews are inevitable — and, in some cases, beneficial. A profile with only five-star reviews can appear suspicious.
The key is response strategy, according to Hong, who shared the following advice.
Step 1: Cool down and go private first.
When a severe negative review appears:
- Do not respond immediately in public.
- Reach out privately via direct message, phone, or email.
This demonstrates professionalism and creates a documented effort to resolve the issue.
In many cases, complaints stem from miscommunication and can be resolved offline —sometimes even leading to revised or improved reviews.
Step 2: Respond publicly and in a professional manner.
After private outreach, post a public response:
- Thank the reviewer for their feedback.
- Acknowledge the concern.
- State your commitment to resolution.
Remember your audience is not just the reviewer. It is every future family reading that exchange.
Avoid defensiveness or confrontation. Public arguments, particularly in funeral service, can be deeply damaging.
Step 3: Flag when appropriate.
If a review is clearly false or violates platform guidelines, flag it—but only after completing the first two steps.
Why? Because platforms look for evidence that:
- You attempted resolution.
- The reviewer is unresponsive.
Skipping directly to flagging reduces the likelihood of removal.
Engaging Positive Reviews: An Overlooked Opportunity
Many firms focus solely on damage control, but positive reviews also deserve attention.
On Yelp, for example, businesses can:
- “Thank” reviewers.
- Send private messages.
- Post public comments.
Engagement signals activity to the platform’s algorithm and reinforces credibility with readers.
At a minimum, acknowledge every positive review. It is the digital equivalent of a handshake.
The AI Factor: Why Reviews Matter More Than Ever
Search platforms are increasingly using AI to evaluate businesses the way a human would:
- Comparing review volume and sentiment across platforms.
- Assessing consistency of feedback.
- Identifying anomalies or manipulation.
In this environment, reviews are not just a ranking factor — they are a trust signal synthesized across the entire digital ecosystem.
A funeral home with strong, consistent reviews across Google, Yelp, and other platforms is far more likely to be recommended by both algorithms and people.
Final Takeaway: Reviews Are Now Core to Operations
Online reviews are no longer a marketing afterthought. They sit at the intersection of customer experience, compliance, and digital visibility.
For funeral and cemetery professionals, the mandate is clear:
- Actively generate feedback.
- Monitor all major platforms.
- Respond with discipline and empathy.
- Stay compliant with both regulations and platform policies.
Above all, recognize that every interaction with a member of the public has the potential to shape your public reputation.
Missed the webinar? Watch it here.
