These days, every senior living provider, from assisted living residences to continuing care retirement communities, and everyone in between, has a website. But just having a website, regardless of how attractive it is, is not enough. Your website has to work for you.
What do I mean by “work?” Your website should be designed for conversion. So whether the visitors find you on the web through an organic search, or are directed there by pay-per-click ads or other paid marketing strategies, your priority should be to convert them from mere website visitors to customers.
Here are some tips you can use to help increase your conversion rate.
1. Give Them What They’re Searching For
When people land on your website, they’re looking for something specific. Adult children may be seeking the best care for their parents. Seniors may be looking for a retirement lifestyle. They’re using key words to search what they’re looking for, perhaps “Assisted Living” or “Retirement Community.” Make sure they see those words when they land on your page. Be relevant. Be obvious. Make it easy for visitors to find what they’re looking for. Don’t make them navigate all through your website to find what they want; the most important pages should be no more than one click away from the home page.
2. Make It Easy to Contact You
Let’s say a visitor is on the floor plan page of your assisted living community and has some questions. Make it easy for him to contact you. Don’t make him search all over your site for contact information. Make sure your phone number is prominent and easily visible on every page. Include an email form on your site. Put a “contact us” button in the main navigation. Don’t make the visitor have to hunt to find information; make it obvious.
3. Position Your Site as a Sales Tool
When we get right down to it, senior living is a business. You have to ask for the sale. Every page of your website should motivate your visitor to contact you and make an appointment to visit or request more information. Show photos of your residence and your residents. Bullet all the services and amenities you offer. Sell your community.
4. Use Engaging Photos
As a senior living provider, you’re selling care, lifestyle, amenities, security . . . and peace of mind. Make sure your photos reflect just that. Don’t use low resolution, poor quality images. Make sure the photos you use visually represent all that you offer!
5. Add Bullet Points, Bold, Italics and Numbered Lists
It’s proven that visitors to websites skim copy and content, so don’t bury the important facts or selling features in the middle of a long paragraph. Make it very easy for visitors to see what you offer: use bullet points and numbered lists to make informative, easy-to-read statements. Bold words. Use italics. Call attention to content through the use of color, font, size changes and more. Direct your visitor where you want him or her to go.