Recently a lovely lady approached us during calling hours to ask about the flowers she ordered. She indicated that she had purchased them from our website and the order said that the flowers would be delivered in time for the visitation. Her flowers were not on display and she was dismayed that we would make a promise like this and then not fulfill.
As I began to talk with her, I realized that it would be better to ask her to show me how she had ordered the flowers. We went to the office and I showed her our website. I took her to the obituary and I clicked on the “Send Flowers” link. This link is shown on every current obituary page. The link takes you to a page that shows some local florists from whom flowers may be ordered. But there is no order form, simply phone numbers and names.
She said this is not where she got the flowers; in fact, the page she used had flowers shown and choices to make and could be ordered directly from that page.
I then did a search on the obituary, which brought up the Legacy.com version as the top option in the search. I clicked on the obituary and she was very excited to see the exact page she had seen earlier.
But this page has nothing to do with us. We do not support it, nor do we benefit from it. In fact, we usually are harmed by it–as are our local florists. What we would like for each person to understand is that Legacy.com is big business.
“Legacy.com is a website founded in 1998, the world’s largest commercial provider of online memorials. The Web site hosts obituaries and memorials for more than 70 percent of all U.S. deaths. Legacy.com hosts obituaries for more than three-quarters of the 100 largest newspapers in the U.S., by circulation. The site attracts more than 30 million unique visitors per month and is among the top 40 trafficked websites in the world.
Legacy.com is a privately held company based in Evanston, Illinois, with more than 1500 newspaper affiliates in North America, Europe and Australia . . . .”
As you can see, newspapers are primarily responsible for the success of Legacy.com. Our local papers jumped onto this platform many years ago because it took away the need for them to support websites to hold myriad obituaries for their local community. They found a way to allow someone else to carry the cost of perpetual maintenance of the life stories of the people in your hometown. And that was just fine with Legacy.com because they had a larger vision.
Now you can search for an obituary from your community and land on a national clearing house that looks like it could be a page from the funeral home down the street. And on that page, they will be offering to sell you flowers, candy, balloons, chocolates, and various other comfort items.
But they are not us. They are not even the local florist. They are not even in our state. And Legacy.com makes promises that cannot be kept because they do not understand the economic and customer service dynamics of our region.
And if they cannot deliver, as was the case in my opening story, they don’t care. The lady of the story did not receive any kind of customer service call telling her there would be no flowers. She just arrived and was totally disappointed.
So, why do we allow this to happen? Shouldn’t we be the top response when someone searches for an obituary. We learned a long time ago that Legacy.com has resources that we cannot match–literally, a business has to “buy” the opportunity to be at the top of the results when a search is performed.
So “Caveat emptor” — that web site that you’re clicking on might not have anything to do with a local business. When searching obituaries, you can be sure that Legacy.com is not a “local” company and they do not support local businesses.
If you must search for a place to purchase flowers — start on the website of the funeral home handling the services. Some of those do, in fact, have ordering platforms from which you can order flowers. In these situations, the florist is not getting the full cost of the arrangement as the funeral home receives a commission.
On our site, you will find referrals to our local florists. These establishments are in the business of flowers and provide wonderful services directly to you. They answer to you and you can bring your concerns and questions directly to them. And from them, you can expect and receive excellent service on the arrangements you need for funerals in our area.
(And please, read the other postings about bloomstoday.com, flowers.com, and other flower gathering services….)
(Just for fun – I looked up the ranking for our website. In the United States, there are 1,727,216 sites that get more traffic than does ours!)