Families usually choose a funeral home within hours or days of a death, often from a phone, often for the first time. “Funeral home” draws about 22,200 searches a month in Canada. Funeral marketing has to be dignified, clear and transparent, and in Ontario it follows the rules of the Bereavement Authority of Ontario (BAO). Homes that families trust make it easy to reach a person, explain choices and prices plainly, and support preplanning without pressure. This guide covers how.
Know the rules in Ontario
- Funeral homes, transfer services, cemeteries and crematoriums in Ontario are licensed and regulated by the BAO under the Funeral, Burial and Cremation Services Act, 2002.
- Price lists must be available to consumers, and the BAO has published recommended price list templates to improve transparency.
- Funeral homes must tell families before they sign a contract if advertisements will appear in their loved one’s obituary or death notice on the funeral home’s website.
- Contracts must be in plain language. Pre need contracts and funds have specific consumer protections.
- Check BAO guidance on solicitation before any outreach; unsolicited approaches to grieving families are restricted.
Other provinces have their own regulators. Describe your licence and how families can verify it.
Be reachable at the hardest moment
- A 24 hour phone line answered by a person, prominent on every page and on Google.
- A simple “a death has occurred” page explaining the first steps.
- Clear location, parking and accessibility details.
Transparent choices and pricing
| Page | What it should cover |
|---|---|
| Services | Burial, cremation, celebrations of life, direct cremation, cultural and religious services |
| Price list | Your current price list or how to request it, consistent with BAO guidance |
| Preplanning | How pre arrangement works, consumer protections and no pressure |
| Obituaries | A respectful obituary section, with ad disclosure where it applies |
| Grief support | Resources and community support |
We manage Google Business Profiles, citations and reviews so local customers find and call you.
Content families search for
- What to do when someone dies at home or in hospital.
- Burial versus cremation: choices and costs explained.
- How to write an obituary.
- Government death benefits and how to apply.
- Cultural and faith traditions you serve.
Reviews and community
Ask families gently, weeks after the service, if they would share their experience. Reply with care. Community involvement such as grief workshops, memorial events and partnerships with hospices builds trust over years.
Tone and visuals
Calm colours, real photos of your facility and staff, no stock clichés and no promotional language. Avoid discount framing for at need services.
See our website design and local SEO services, and the Google Business Profile guide.
Frequently asked questions
Who regulates funeral homes in Ontario?
The Bereavement Authority of Ontario licenses and regulates funeral homes, transfer services, cemeteries and crematoriums.
Do funeral homes have to show prices?
Price lists must be available to consumers, and the BAO recommends price list templates for transparency.
Do funeral homes have to disclose ads on obituaries?
Yes. In Ontario, families must be told before signing a contract if ads will appear in obituaries on the funeral home's website.
How do families choose a funeral home?
Often within hours, based on reachability, location, clear choices and prices, and reputation.
How should funeral homes market preplanning?
Clearly and without pressure, explaining consumer protections for pre need contracts.
Should funeral homes ask for reviews?
Gently, weeks after the service, and only if the family is comfortable.
What content helps funeral home SEO?
First steps after a death, burial versus cremation, writing obituaries and death benefits.
Can funeral homes solicit families directly?
Unsolicited approaches are restricted. Check BAO guidance before any outreach.
What tone suits funeral home websites?
Calm, respectful and clear, with real photos and no promotional language.
How much search demand is there for funeral homes?
In our October 2026 data, funeral home drew about 22,200 searches a month in Canada.
