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Main Focus:
Family/Consumer
Customizability:
Very High
Price Range:
Base Price $3500
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 View an example of a Custom Website with Multiple "To Do" features
Click here
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Each step closer to the top of the pyramid moves you into the realm of higher customization and more intense focus on the family/consumer. Think of yourself as a consumer. What attracts you to websites and what makes you want to stay? Generally, a website has eight seconds to capture the attention of the user. Grieving people tend to have a shorter attention span, thus we believe that eight seconds is longer than you have to capture attention. With grieving people, four to six seconds is more the norm. If there is nothing on your website to speak to the user, they will not stay. This gets back to the "To Do" items on a website. Interaction captures interest and consumers stay with your site longer. Longer is better in website worlds.
People are interested in what is going to help them immediately. That is one of the reasons they seek out sources on the Internet – the aspect of immediate gratification. They want people to speak to their grief, find where a service is going to be held, send flowers and/or find ways to honor the memory of their loved ones and friends. At the fifth level, there are many more “To DO” items for the users. This will keep families coming to the website for all stages of need - preneed, at-need and for aftercare services. Some of these offerings would be a customized website, online memorials with guestbook, online condolences, photo tour of your building and/or grief library.
This stage also introduces services that start outreaching past the existing website and yet bring people back to your website. This would include Light-A-Candle, Caring Hearts, or Post- A-Star and online cards. These services/products are termed “viral marketing” because it is “word of mouth" on the Internet. Your website can now let users tell others about your website. The website is not only building relationships with people who visit but with people who receive information from friends and family. At this point, it is easier to add advertising to the website. The website has an audience that will potentially return repeatedly. Returning audiences tend to “click” more on objects on the website. They will check out advertising. Advertising could be sold (by you or your representative) to local Real Estate Agencies, Estate Lawyers, and Hotels etc. Advertising can help you to recoup some of the cost of the website. The benefits and limitations at this level of website are:
Benefits
- You will have a customized website to fit your business and the needs of your business. Most funeral homes are independently operated. A customized website can capitalize on this fact and reflect your business as a unique entity.
- Your website becomes a virtual employee that builds a relationship with your families twenty-four hours a day, seven days a week. (24x7)
- The website can quickly reflect events in the news (the death of a well-known figure) or a large tragedy such as that of 9/11.
- Focus is more on the families and their needs then on a single piece advertising. When you meet individuals' needs, they tend to remember you as a service provider and tell their friends.
- A web presence gives people what they want to see or know immediately. It could be as simple as a photo tour of your facility. The Internet is open 24x7. It can show off your building even while you are sleeping. What a deal!!
- Provides more help across the spectrum
- Websites can answer some basic questions, freeing staff to do other more pressing jobs. On your site can be provided directions, dates and times of services, where flowers can be ordered locally, protocol for sending thank-you notes, local areas of interest or anything you think might be helpful.
Thus, at this level your website is converted from a page that is stagnant to a website that provides interaction for visitors to reach beyond the borders of the website while still giving them incentive to return and build a relationship with you.
Limitations
- Someone has to respond to people when they make requests in the information boxes or through email
- You will most likely have to pay more money to be unique and have customization of your website as well as interactivity on your site
- For some, it will require taking a risk on using new technology that may or may not be immediately understandable (but hopefully will after a little use)
- Learning some new skills such as how to email or use a computer. (This, however, can be a benefit as well, as it will force growth and learning)
The pricing for this level of website depends on the vendor and the services he/she provides, the amount of "To Do" items that appear on the website, and the type of technology required to code a customized website. Coding can make the difference between a static website where nothing moves up to a Flash website where pictures shift and music plays. The level of difficulty of the coding determines the price. At this level, be sure to do your research or ask about current studies reflecting user-ability on the Internet. For example, if you are considering a flash website it might be good to know that recent studies indicate that 80% of users do not like using Flash websites. To find the latest information on web usage visit www.bizreport.com. The price range for a website from this level can range from $3000 up to $25,000 .
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The Beyond Indigo team is there when I need them; they work collaboratively with me when I want to change something or add a new feature to our site. I have confidence in their approach, and know that I can count on them to deliver a good product that helps provide hope in a time of emotional crisis.
