Your website is the first impression potential residents will have of your senior living community. Just like a well-maintained curb appeal attracts potential home buyers, a user-friendly and informative website is essential for attracting new residents.
This blog post, based on The Drake Insights Podcast Episode 9 - "The Ultimate Website Guide to Attract More Residents," will guide you through the key features of a high-converting senior living website.
#1 - First Impressions Matter: Reflect Your Brand
Imagine a visitor arriving at your community for a tour. Their first impression is likely based on the overall look and feel of the place. Your website should create a similar experience.
Does your website reflect your brand identity? Consider your logo, tagline, brand colors, and overall tone of voice. Is the message consistent with the way you present yourselves on tours and in other marketing materials?
Do the photos showcase the lifestyle offered by your community? Avoid generic stock photos and instead, use high-quality images that capture the essence of your community.
#2 - Make it Easy to Navigate: User Experience is Key
Is your website easy to navigate? Visitors should be able to find the information they're looking for quickly and effortlessly. A clear and concise layout with intuitive menus is essential.
Easy navigation, clear calls to action, and minimal text with strong headlines are crucial.
Consider accessibility for older adults. Ensure your website has good contrast between text and background colors and offer options for larger fonts.
#3 - Become a Resource: Provide Informative Content
Your website should be a valuable resource for potential residents and their families.
Does your website include all the information a prospective resident might need? This includes details about amenities, services, care provided, team members, floor plans, and most importantly, pricing.
While pricing transparency is important, some communities may be hesitant to list prices online. Consider offering starting rates or a pricing calculator to give visitors a general idea of affordability. Pricing transparency builds trust, reduces bounce rates and avoids attracting unqualified leads.
Establish yourself as an industry expert by including a blog with informative content. Articles on senior living topics, caregiving advice, and testimonials can all help build trust with potential residents.
#4 - Engage Your Visitors with Interactive Features
A website that goes beyond static text and images can create a more engaging experience for visitors.
Offer downloadable content, such as brochures, guides, or cost calculators. This is a great way to capture leads and provide valuable resources to potential residents.
Include interactive tools like floor plans, interactive site maps, virtual tours or 360-degree photos to allow visitors to explore your community from the comfort of their own homes.
Incorporate videos that showcase the lifestyle offered by your community. Resident testimonials and staff introductions can help build a connection with potential residents.
Interactive features like surveys, quizzes and chatbots can further engage visitors and answer their questions in real-time.
#5 - Calls to Action: Convert Visitors into Leads
The ultimate goal of your website is to convert visitors into leads.
Does your website have clear and easy-to-find calls to action? Make it simple for visitors to schedule a visit, download a brochure, or contact your sales team.
Have downloadable content or a survey form for visitors to “get” something when they fill out a form. This will increase your form fill results as users are more likely to give info when they get something in return.
Limit the information required in contact forms. Start with just a name and email address to avoid discouraging visitors from submitting their information.
Consider using a chatbot to answer frequently asked questions and provide immediate assistance to visitors.
Regular Website Review is Key
Your website should be a living document, continuously updated and improved. Following these tips will help you ensure your senior living website is informative, engaging, and effective in generating leads.
Review your website using the tips mentioned above. Does it effectively reflect your brand and provide the information potential residents and their families are looking for? Consider making changes to optimize your website for conversions. If you'd like help with this process, contact Drake Strategic and we can partner with you to help increase your quality website lead conversions today.
Conclusion
Your senior living website is a powerful marketing tool. By focusing on brand identity, user experience, informative content, interactive features, and strong calls to action, you can create a website that effectively attracts and converts potential residents. Remember, your website is often the first impression, so make it count!
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