Adams-Green Funeral Home
Families arrive at a funeral home's website in the worst hours of their lives, usually on a phone, usually needing one of three things immediately: what to do if a death has occurred, what to expect if one is near, or how to plan ahead.
Increasingly they ask an assistant first. If the home's hours, services and service area aren't machine-readable, the answer gets written from somewhere else — or not at all.
The site leads with those three paths, so the most urgent need is one tap from the homepage rather than buried in a services menu.
We implemented GEO so the home's location, service area, hours and offerings are structured and consistent across the sources AI systems read, and AEO so the specific questions families ask — what happens first, what cremation involves, what to bring — are answered directly on the site in a form an assistant can quote.
The century of history the home holds is treated as authority rather than decoration: serving Fairfax and Loudoun counties since 1885 is a trust signal, and the build puts it where it does work.
The urgent paths are reachable immediately, on the device families are actually holding.
Location, service and hours data is structured for retrieval, so assistants answering local funeral questions have accurate information to work from.
And it is measured rather than asserted. Since 11 July 2026 we have asked four AI engines the questions families actually ask — who to call, where to go, what it costs — and counted every answer. These are the real figures, published with the family’s permission.
Adams-Green is named in two out of every three AI answers about funeral services in their area — 306 times against 132 mentions of the three competitors we track by name: Demaine Funeral Home, National Funeral Home and Money & King. Per engine:
These figures went up when we audited them. Our scanner had been recording failed API calls as “not mentioned”, which understated every number here by roughly twenty-six points. We found it, fixed it, deleted the bad measurements and republished rather than quietly keeping the flattering version of the story. Gemini’s sample covers 11–20 July, when that engine was paused for cost control; Claude was added on 4 September, so its sample is small and will grow. One client’s results, not a promise of the same outcome.