How do I create a Google Business Profile for my end-of-life business?

Do you have a Google Business Profile for your end-of-life practice yet?

If you’re a death doula, home funeral guide, grief counselor, or independent funeral director working with local families — and you don’t have a Google Business Profile — let’s change that. It’s free. It helps people find you. And it’s one of the simplest ways to build trust and visibility online.

Done right, your Google Business Profile gives people a sense of who you are as a practitioner – with photos, reviews, and helpful info. Given that the end-of-life services field relies on trust and presence, that kind of visibility matters.

In my most recent blog, I answered the question “Do I really need a website for my end of life business?” While the answer to this question is a clear and resounding YES, if you’re not yet READY to build your death services website, then your first step should absolutely be to create your Google Business Profile!

If you already have yours set up with helpful information, relevant keywords, thoughtful photos and heartfelt reviews (well done!), please do keep reading. Most Google Business profiles I review are still missing key elements. But if you haven’t set one up yet, or you’re still not sure what it is, here’s the quick version:

What is a Google Business Profile?

You know when you search “pizza near me” or “plumber in Chicago” and you see a list pop up with a map and listings and all of those red place icons? Those are Google Business Profiles. It’s how local people find local support.

I don’t have an office or shop. Instead, I serve clients at their homes. Can I still set up a local Google Business Profile?

And yes — you can have one of those listings too, even if you work from home or meet with families in their homes. You will have to enter your home address to set up your account, but you do NOT have to share your personal address with the public. Google lets you hide your address and list a service area instead by selecting “service area business”. Instead of an address, it will show your service area.

How to create your end-of-life Google Business Profile?

Click here to begin creating your free Google Business Profile. It’s free, and relatively straightforward. Below you’ll find important tips to set it up correctly so it can improve your end of life business visibility online.

Choose your Google Business Category (warning: they are frustrating)

This is where most end-of-life folks get stuck. Google Business Profiles ask that you choose one of their categories as your business type. While Google has countless random categories such as “Acrobatic Diving Pool”, “Dart Bar”, and “Dry Fruit Store” they do not yet have any for “Death Doula” Sigh.

Here are the closest category options I’ve found so far:

• Funeral Home
• Funeral Director
• Funeral Celebrant Services
• Hospice
• Counselor
• Consultant
• Home Help Service Agency
• Alternative Medical Practitioner (use only if it fits what you offer)
• Education Center (for workshops, classes, or grief groups)
• Educational Consultant

You can pick more than one — so choose the ones that make sense for your scope of work. Not perfect, but it gets you in the game. You’ll need to:

If your exact category isn’t listed, select the most relevant one from the available options. Then, you can add up to 9 custom categories of your choice once you select your primary category.

IMPORTANT: If, for example, you are an End-of-Life Doula and you strongly prefer this term to “Death Doula”, ideally you should STILL use “Death Doula” (as well as End-of-Life Doula) as one of your custom categories as this gets a lot more search volume. I’m talking 18,100 per month vs 3,600 searches per month!

Be sure to also write clear, warm, and concise descriptions for each service, including a call to action. 

Write a keyword-rich and warm Google Business description

Part of setting up your Google Business profile is writing the description for your business.

• Clearly say who you are and what you offer
• Mention the people or communities you serve
• Highlight what makes your approach unique
• Weave in words your ideal clients might search for but don’t stuff it with keywords
• Keep it human, warm, and easy to read
• Don’t list services in a giant block

A good structure is to begin with an introduction encapsulating what you do and who you serve. Next, describe how you work & what makes your approach special. Mention your service area, and include a call to action – what is the next step people should take to work with you.

Your Google Business Profile description gives you a total of 750 characters to work with – and I encourage you to use them all! However, the first 250 characters will be most visible in search results, so make sure the first third of your description captures the heart of your practice.

EXAMPLE DEATH DOULA DESCRIPTION:

I offer non-medical end-of-life support for individuals and families in the Asheville, NC area. As a certified death doula, I provide emotional, practical, and spiritual guidance before, during, and after death.

My approach is grounded, compassionate, and centered on what matters most to the people I serve. Whether you need help planning a home vigil, navigating care decisions, or just want someone to walk beside you, I’m here.

I serve clients in Asheville, Black Mountain, and surrounding areas. Virtual sessions are also available. Reach out to schedule a free consultation or learn more.

Add real photos to your Google listing!

You can upload your logo here, but do your very best to have a photo of you or a client-facing moment (with permission) as the primary photo that shows in search results. Real images build trust. If you have more photos to add over time, expanding your profile content and image library helps Google see you as an active, engaged death services professional.

Request glowing reviews from your clients

Ask happy clients to leave a short, honest review on your Google Business Profile. Make it easy by sending them the direct link provided on your profile. Reply to each one — even a quick thank-you shows you care – and shows Google you are listening.

Make sure your Google profile is up-to-date

Make sure your hours, phone number, and website are correct. Yes, I know – without a storefront you may not feel like you have “hours” – but still include them!

Use posts to share updates

You can add short posts about events, workshops, blog posts, or offerings. It keeps your listing fresh and shows Google (and people) that you’re active.

Need help creating your Google Business Profile?

It takes just a few minutes to get started. And if you’re already buried in client care or tech isn’t your thing, I can help.

I offer a Google Business Profile setup & optimization package for death doulas, home funeral guides, and other end of life service providers. I’ll make sure your listing is clear, searchable, and set up with the right categories and keywords — so the families who need you can actually find you. Book a free consult here.

Let’s make it easy. You focus on caring for your clients. I’ll help with your visibility.