The number-one priority of a senior living community is to keep its residents happy by addressing their physical, emotional and social needs as thoroughly as possible. Whether it’s a community for the active 55-and-over set or a continuing care retirement community offering everything from independent living to skilled nursing and memory care, the resident should feel cared for, attended to, engaged, comfortable—at home.
The next priority is to keep the community thriving, which requires a solid marketing strategy. Like caring for the residents, maintaining a high profile in the senior market is a 24-hour-a-day endeavor. The senior living industry is increasingly competitive, so having a well-designed website has become an essential aspect of a senior community’s marketing strategy.
In this article, we’ll explore characteristics of an effective senior community website and offer some conversion optimization tactics to help you generate more leads.
An effective senior living website should have more than great design and clever copy. It should have heart. It should be uniquely you. In other words, it should accurately reflect who you are, your values, all the things that set your community apart—your brand.
At the same time, it should be a strong business tool, one that achieves concrete objectives for prospective residents and your community itself. It should be a useful vehicle for your entire audience, which includes not only seniors but also their children and other adult influencers who often are actively involved in the retirement community decision.
The framework for a truly effective senior living website is one that presents a simple, straightforward design with all essential information up front and easily accessible, including services and amenities, with menus that are easy to navigate and each section serving a distinctive purpose.
Seniors spend an average of 21.5 hours online each week, and 24% of them say they would feel disconnected without their time online. When they need information, they turn to search engines—32% say it is the first place they go when they need information about something, and 32% say they use the internet to research local information.
So, online platforms play a vital role in reaching seniors and their adult children. It is imperative, then, to optimize your website with relevant keywords, clear navigation, and engaging content that speaks to the needs of both audiences. Let’s break down some of the essential steps to optimizing your site.
A user-friendly website that is optimized for seniors and their adult children should include easy navigation as well as clear, easy-to-read fonts and larger text. It should also be designed for mobile responsiveness so seniors can access it via their phone or tablet. Here are some of the essential ingredients of a good website and ways you can optimize each component’s impact.
Home page.
Senior living website optimization begins with an engaging home page. The key is to prevent information that is easy to skim and process, incites emotion and creates a lasting impression. The home page also needs to provide enough data for search engines to find it relevant for search queries. That’s a lot to ask, but it can be done. The home page is the introduction to your community, and it needs to strive for the same kind of impact as someone walking through your front door for the first time.
Write unique page copy.
Personalization is key when communicating with seniors and their adult child influencers. Tailoring your messaging to address their specific pain points and aspirations will differentiate your community and resonate with potential residents and influencers alike. By understanding their unique needs, preferences, and concerns, you can establish trust and create meaningful connections. Some tips for writing engaging copy:
Write for Google.
In addition to the emotional impact of well-written copy, there’s the technical side, which is equally important. Google constantly crawls websites to identify what pages should be displayed on search engines. Typically, Google does not reward duplicate content, so make sure the content is educational and has at least 500 words.
Post original blogs.
Posting unique blogs regularly will help your SEO efforts. For some senior living communities, blog articles are the biggest driver of traffic to the website. Posting informational articles that pertain to caregivers and seniors will help you gain traction and visibility on search engine results pages.
Include applicable keywords.
Keywords are the industry-related terms that your potential customers are using in Google searches, e.g., “senior living community near me.” So, you need to compile a list of highly searched terms and phrases to sprinkle throughout your unique page copy. This helps potential residents find your website.
Regularly update reviews.
Customer reviews are very important in senior living digital marketing. They help build the credibility and trust your potential customers are looking for in a retirement community. For maximum impact, display these reviews on your Google Business Profile and throughout your site.
Testimonials.
Along with reviews, testimonials from current residents can be a very powerful marketing tool. Hearing from actual residents about how your community helps them stay active, provides lots of opportunities for social engagement and exercise, etc., can make a big impact on your site visitors’ decision. Include photos or videos whenever possible to enhance the testimonials’ impact. Testimonials are also very effective in your digital advertising, particularly as targeted Facebook video ads or YouTube video ads.
Live chat.
Live chat with a live attendant can offer the assistance someone needs to take the next step. It shows your genuine interest in helping them at a difficult time. It is an excellent way to introduce yourselves as a valuable resource and a community that cares about people. Live chat can help you build a rapport that will differentiate you from your competition.
A website must be easy to navigate and read or it can quickly turn away visitors. Many seniors have age-related vision conditions that make it challenging to read small text or navigate complex layouts. Making readability a priority will ensures that your website creates a positive and welcoming first impression.
Font size and type: It’s important to use large, clear fonts with sans serif fonts that are easy to read on screens, e.g., Arial or Verdana. Body text should be a minimum font size of between 16 and 20.
Color contrast: To make sure your website colors meet accessibility standards, use a color contrast checker tool such as Accessible Palette. Colors, composition, and white space should all be designed to draw attention to the most important elements and create a natural appeal.
Consistent branding: A strong brand has strong brand standards. Use your brand’s colors, fonts, logo, image style, and tone of voice consistently to keep a strong connection with your audience.
Simple navigation: Menus should be straightforward and include large, descriptive labels. You should avoid complex drop-down menus or hidden navigation elements. The navigation bar should be in a consistent location and be easily accessible on every page of your site.
Mobile responsiveness: An increasing number of older adults are browsing on their smartphones and tablets, so your site should be mobile-friendly website to ensure you reach the broadest possible audience. Also, Google favors mobile-optimized sites in its search results, so a mobile-friendly design will help improve your visibility online. Some mobile responsiveness tips to keep in mind:
Search engine optimization (SEO) is essentially for ensuring that your website appears prominently in search results when prospects in your region are searching for a community. Successful application of SEO includes:
Your website should not only inform visitors but also guide them to the next step. Prominent and strategically placed calls-to-action (CTAs) will convert interest into action. Tips for creating strong CTAs:
Connection lays the foundation for successful engagement and conversion. It establishes trust and credibility and builds loyalty. And better connections lead to higher sales. AcrobatAnt is experienced in leveraging data to help senior living communities, such as Plymouth Place, create compelling marketing campaigns that deliver results.
Through targeted messaging, personalized content, and strategic campaigns, AcrobatAnt, can help you create meaningful connections with today’s active senior audience. Whether it’s developing a comprehensive digital marketing strategy or creating engaging social media campaigns, we have the expertise to elevate your marketing efforts.
Get started by contacting Angela Brock, CEO, at 918-938-7912 or [email protected].