F. Irving & Son
(http://irvingsfunerals.com) 📸 Data Snapshot: May 22, 2026
Trust & Proof — The Lens
Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.
Trust & Proof
Verifiable evidence vs. Trust Theatre.
14
Impact Weight: 20 / 100
70% Reputation
The site displays a review_count of 4 on the homepage but only 1 proof_links_count, indicating that while testimonials may be present, they lack external validation paths to third-party platforms like Google or Trustpilot in the text snippets. However, the use of mandatory legal disclosures regarding Golden Charter and the Financial Conduct Authority acts as a significant high-trust counterweight. There is no evidence of ‘award-winning’ or ‘top-rated’ trust theatre without verification.
Proof density is significantly higher than industry averages for local businesses, featuring a specific FCA registration number (FRN:965279) and detailed breakdowns of third-party costs. The site includes references to actual photos of their fleet (‘Malcolm and Stephen 16-17’) rather than stock imagery. The ratio of hard facts to vague assertions is approximately 4:1 across the primary service pages.
Trust & Proof is read by weighing trust language against real verification. Below is the page-by-page tally of review mentions and external proof links, then the schema markup that may (or may not) declare verifiable ratings and identity proof.
🛡️ Trust Signals — reviews, proof links, trust-theatre check
19Review mentions (all pages)
6External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 4 | 1 |
| /funeral-announcements/ | 3 | 1 |
| /plans/ | 3 | 1 |
| /funeral-vehicle-hire/ | 3 | 1 |
| /funeral-costs/ | 3 | 1 |
| /direct-cremation-cumbria/ | 3 | 1 |
🔗 Identity & Technical Layer — schema JSON-LD: declared ratings, reviews & identity proof
Homepage schema
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/",
"url": "https://irvingsfunerals.com/",
"name": "F. Irving & Son Funeral Directors Frizington - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"primaryImageOfPage": {
"@id": "https://irvingsfunerals.com/#primaryimage"
},
"image": {
"@id": "https://irvingsfunerals.com/#primaryimage"
},
"thumbnailUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"datePublished": "2021-09-06T13:37:00+00:00",
"dateModified": "2025-06-24T15:36:15+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/"
]
}
]
},
{
"@type": "ImageObject",
"inLanguage": "en-GB",
"@id": "https://irvingsfunerals.com/#primaryimage",
"url": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"contentUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"width": 1080,
"height": 928,
"caption": "direct cremation cumbria from Irving's Funerals"
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/funeral-announcements/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/funeral-announcements",
"url": "https://irvingsfunerals.com/funeral-announcements",
"name": "Funeral Announcements - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"datePublished": "2021-09-06T13:43:01+00:00",
"dateModified": "2021-10-19T09:19:11+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/funeral-announcements#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/funeral-announcements"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/funeral-announcements#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Funeral Announcements"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/plans/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/plans",
"url": "https://irvingsfunerals.com/plans",
"name": "Plans - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"datePublished": "2021-09-06T13:39:30+00:00",
"dateModified": "2025-06-24T15:40:04+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/plans#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/plans"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/plans#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Plans"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/funeral-vehicle-hire/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire",
"url": "https://irvingsfunerals.com/funeral-vehicle-hire",
"name": "Funeral Vehicle Hire - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"primaryImageOfPage": {
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#primaryimage"
},
"image": {
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#primaryimage"
},
"thumbnailUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/09/7-2-HEARSE-2-LIMOS_1-1024x420.jpg",
"datePublished": "2021-09-06T13:47:16+00:00",
"dateModified": "2021-09-22T09:35:39+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/funeral-vehicle-hire"
]
}
]
},
{
"@type": "ImageObject",
"inLanguage": "en-GB",
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#primaryimage",
"url": "https://irvingsfunerals.com/wp-content/uploads/2021/09/7-2-HEARSE-2-LIMOS_1-1024x420.jpg",
"contentUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/09/7-2-HEARSE-2-LIMOS_1-1024x420.jpg"
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/funeral-vehicle-hire#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Funeral Vehicle Hire"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/funeral-costs/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/funeral-costs",
"url": "https://irvingsfunerals.com/funeral-costs",
"name": "Funeral Costs - F Irving & Son Funeral Directors Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"primaryImageOfPage": {
"@id": "https://irvingsfunerals.com/funeral-costs#primaryimage"
},
"image": {
"@id": "https://irvingsfunerals.com/funeral-costs#primaryimage"
},
"thumbnailUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/09/F-IRVING-185px.png",
"datePublished": "2021-09-06T13:41:48+00:00",
"dateModified": "2024-06-04T13:25:53+00:00",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/funeral-costs#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/funeral-costs"
]
}
]
},
{
"@type": "ImageObject",
"inLanguage": "en-GB",
"@id": "https://irvingsfunerals.com/funeral-costs#primaryimage",
"url": "https://irvingsfunerals.com/wp-content/uploads/2021/09/F-IRVING-185px.png",
"contentUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/09/F-IRVING-185px.png",
"width": 185,
"height": 161
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/funeral-costs#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Funeral Costs"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
/direct-cremation-cumbria/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria",
"url": "https://irvingsfunerals.com/direct-cremation-cumbria",
"name": "Direct Cremation Cumbria",
"isPartOf": {
"@id": "https://irvingsfunerals.com/#website"
},
"primaryImageOfPage": {
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#primaryimage"
},
"image": {
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#primaryimage"
},
"thumbnailUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"datePublished": "2023-04-04T12:44:19+00:00",
"dateModified": "2024-06-05T14:40:38+00:00",
"description": "Direct cremation is increasingly popular in Frizzington, across Cumbria and the UK. It involves cremation without any ceremony or service.",
"breadcrumb": {
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#breadcrumb"
},
"inLanguage": "en-GB",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://irvingsfunerals.com/direct-cremation-cumbria"
]
}
]
},
{
"@type": "ImageObject",
"inLanguage": "en-GB",
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#primaryimage",
"url": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"contentUrl": "https://irvingsfunerals.com/wp-content/uploads/2021/10/Malcom-Stephen.jpg",
"width": 1080,
"height": 928,
"caption": "direct cremation cumbria from Irving's Funerals"
},
{
"@type": "BreadcrumbList",
"@id": "https://irvingsfunerals.com/direct-cremation-cumbria#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://irvingsfunerals.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Direct Cremation Cumbria"
}
]
},
{
"@type": "WebSite",
"@id": "https://irvingsfunerals.com/#website",
"url": "https://irvingsfunerals.com/",
"name": "F Irving & Son Funeral Directors Cumbria",
"description": "F Irving & Son Funeral Directors",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://irvingsfunerals.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-GB"
}
]
}
Explore the other reputation pillars for F. Irving & Son
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from F. Irving & Son, captured on May 22, 2026, to show how machine logic reads Trust & Proof signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to F. Irving & Son: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at http://irvingsfunerals.com to view the most current version of its content and see directly what this company is about and what it offers.