Families find you at important moments. Every detail should be right.
A service time, a care enquiry, a school tour. When a family is stressed or grieving, a wrong detail or an unanswered form hurts more than it would anywhere else. Penguina checks the details families rely on, tells you who enquired by name, and keeps your website calm, accurate and yours.
Trust-heavy decisions, researched carefully.
Nobody chooses a funeral home, a home care agency or a school on impulse. Families read, compare and ask around, often late at night, often from another city.
Big decisions
Each family you serve is a relationship that matters, and often a recommendation to others.
Careful research
Adult children look up care for a parent from far away. Parents compare schools for months.
Details change fast
Service times move. Tour dates change. Staff come and go. The website has to keep up.
You're with families
Your day belongs to the people in front of you, not the website.
projected US cremation rate in 2025, against a burial rate of 31.6%
of people trust online reviews about as much as personal recommendations
are put off by generic, templated replies to reviews
In one sentence: in care and life events, the costliest website problems are small and factual, like a wrong time, a dead link or an unanswered enquiry, and they land on families at the worst possible moment.
Where do these websites let families down?
- Service details that don't match. The memorial page says 11am, the newspaper notice says 11:30, and the Google listing shows the old chapel address. Families phone, worried, or arrive at the wrong place.
- Livestream links that fail on the day. Relatives abroad rely on them. A link that worked last month may not work this Thursday.
- A 24-hour line nobody can tap. Someone calling at 3am needs one button on their phone, not a number buried in a footer.
- Care enquiries that wait. A daughter in another city fills in a home care form on Sunday night. If nobody replies by Tuesday, she calls the next agency.
- Tour and waiting-list forms that break. Childcare centres, private schools and after-school programs live on these forms, and parents rarely try twice.
- Sale dates that are out of date. Estate sale companies and senior movers list addresses and dates that change weekly. Old ones send people to the wrong door.
What we check, and when
| Detail families rely on | Who it matters to | When we check |
|---|---|---|
| Service and visitation times | Funeral homes, cremation services, celebrants | Regularly, and when you tell us something changed |
| Livestream and memorial links | Funeral homes | Before each service you flag to us |
| Enquiry and call-back forms | Everyone, especially home care and respite care | Real test enquiries, regularly |
| Tour, open day and waiting-list forms | Childcare, private schools, after-school programs | Regularly, and before each open day |
| Hours, phone and address on listings | Everyone | Regularly, on Grow and Full Care |
Monday, 8:00
Hi Robert, a steady week. Service details checked.
- Online all week. 3 memorial pages checked against your list
- Thursday's livestream link tested on a phone and a laptop
- 6 enquiries: 2 pre-planning, 1 price list request, 3 general
- Needs you: Margaret's pre-planning question, since Wednesday
- 2 reviews replied, both approved by you
Protect, Capture and Compound, gently.
Protect. Your site online, backed up and updated safely. Memorial, service and tour pages checked against what you tell us. Your forms tested regularly, with no ad trackers on pages where families share personal details.
Capture. Your enquiries named in your Monday note, and anyone waiting flagged. On Grow, your hours and numbers right on Google, Apple Maps and Bing, and review replies that are personal, never templated.
Compound. On Full Care, pages that answer what families ask, like what to do first or how home care starts. Review requests only at a time and in a way you choose, or not at all.
Names and numbers changed for illustration.
Grow, for accuracy where families look.
Most problems in this group are about details being right in more than one place: your site, Google, maps and directories. Grow is where we look after all of them, and reply to reviews with care.
Keep
$100 / month
For an independent celebrant or a small estate sale company.
- Site safe, backed up, in your name
- Forms tested regularly
- Your enquiries by name
Grow Recommended
$250 / month
For funeral homes, care agencies and childcare centres.
- Everything in Keep
- Hours and numbers kept right on listings
- Personal review replies, you approve
- Fixes where families give up
Full Care
$500 / month
For established providers who want to answer families' questions before they ask.
- Everything in Grow
- New pages for common questions
- Review requests, timed with care
- Monthly AI answer check
Who we look after in care and life events.
The same care applies to everyone below.
Funeral homes
Service details, memorial pages, livestreams and price information, checked so families can rely on them.
Everyone in this group
Things to know for care and life events websites
Calm beats clever
No pop-ups, no countdown banners, no chat bubbles that jump out at a grieving family. We keep these sites quiet, clear and quick to load, with the phone number and the next step easy to find.
Price information has rules in some places
In the US, the FTC Funeral Rule gives families the right to price information by phone and an itemised price list in person. The FTC has been reviewing whether to require prices online. Some states already go further: California requires funeral establishments with a website to post their list of goods and services on it. We help keep whatever you're required to publish online, current and easy to find.
Licensing details for childcare and schools
Parents often look for licensing or inspection details. Rules depend on where you are, so we show what you give us, and keep it current when it changes.
Care agencies: careful words
Home care, respite care and hospice-related services stay clear of medical claims. We keep forms secure and free of trackers. We don't claim "HIPAA compliant", because that isn't something a website caretaker can claim for you.
Reviews, with dignity
We never ask a grieving family for a review in the days after a service. If you'd like review requests at all, you choose when and how. Each reply is personal, approved by you, and leaves out private details.
Questions from funeral directors, care providers and schools.
Something else? Ask in the chat, email hello@penguina.website or WhatsApp us.
Will you post obituaries or service details for us?
We check that what's on your site matches what you tell us, and fix mistakes we find, with your OK. Writing and publishing obituaries stays with you and the family. If your memorial pages come from arrangement software, we watch that they show up correctly.
Can you make sure the livestream works on the day?
We test the link on your website before services you flag to us, on a phone and a computer. We can't control the streaming service itself, but if the link on your site is broken when we test it, you hear from us straight away.
A family member left an upsetting review. How do you reply?
Slowly and kindly. On Grow and Full Care we draft a short, personal reply promptly, calm rather than defensive, and with no private details. Nothing goes up until you approve it.
We're a childcare centre with a waiting list. Can you help?
Yes. We test your tour and waiting-list forms regularly, name the families who enquire, and flag anyone still waiting for a reply. Open day dates are checked before each one.
Do you need access to our care or arrangement software?
No. We look after your website, forms, listings and reviews. Your care, scheduling or arrangement software stays with you and the people who run it.
We're a family business taking over from my parents. Where do we start?
Start with ownership: who holds the domain, hosting and logins. Your first fix with us is free.
Is there a contract?
No. Month to month, no setup fee.
Related pages.
Something wrong with your website right now?
Sources for the figures on this page
Not sure where to start? Send us your website.
We look at it the way a customer would, find up to 3 real problems, and fix one of them free. No call needed.