Each member of your staff is unique. They have different backgrounds. They’ve had different experiences. And each was called to the funeral profession in some unique way.

The best part is, when you share these stories about your staff, you have a better chance to connect with families. Compelling, detail-rich staff bios help make your funeral home seem more personable. It sets you apart from the competition. And ultimately, it may be the reason a family chooses your funeral home over a competitor. So don’t just settle for bland biographies. Here are some ways you can make your staff members’ stories really stand out.

What Makes a Good Staff Story

Good staff biographies should show that your staff members are real people. Now that sounds simple enough, right? But you’d be surprised at how many businesses forget this. Some businesses don’t list their staff at all. Others only list a name, job title, and phone number.

People want to know who they will be working with. You’ve probably heard that people don’t simply buy products, they buy from people. And it’s true. People like to buy from real people, people that remind them of themselves, people they know, or people in their communities.

So what should you use in your staff bio to create a more compelling connection with potential client families?

Start by including a picture. It’s a must. Photos help instantly create an emotional connection with others. You can take it a little further and even forgo the traditional headshot route. Opt for something that shows your staff in a more natural setting, or for photos that highlight their personality and passions.

Make sure your staff’s bios aren’t boring. If it reads like a resume, it’s probably best to start over. Sure, having relevant experience and license information is important, but a staff bio should also show off a person’s personality. It should tell a story. How did this person get into funeral service? What do they enjoy doing in their free time? Who is someone they look up to, what inspires them? These are all important questions that help highlight a person’s unique background.

You also want to provide multiple ways for client families to contact your staff. Provide a business phone number, email, and maybe even their personal cell phone number. Everyone has different preferred methods of communication, and it can make a family more comfortable knowing they can reach your staff in a variety of ways.

Other Tips and Advice

Here are some other things to keep in mind when crafting your staff’s stories:

• Split the biography into short paragraphs so they are easier to scan and read.
• Update your biographies often. Whenever there is a change in staff, make sure to update the About Us page. Or if a staff member has had an important life event, such as a marriage, birth, or completed new certification, update their bio. Outdated biographies or About Us pages are offputting for a family looking to connect with your funeral home.
• Use clear, friendly, and conversational language. Think of your biographies as an introductory letter to families.
• Think about switching the perspective. While traditional biographies are written in the third-person, if done correctly, a first-person biography might come off as more personal.
• Write your biographies in a group setting. For most people, it’s hard to write about oneself. Call a group meeting and have everyone offer suggestions for what to include in each other’s biography.
• Consider adding links to your staff member’s social media accounts. This can help families develop an even deeper relationship with your staff. But only do this if your staff members maintain professional social media accounts and are comfortable sharing that information.

Your Turn

Ready to use what you’ve learned and get started? We’re here to help. Click here to download our free worksheet to help you start creating compelling staff biographies today!