In the modern day, having an excellent digital presence should be a key component of any assisted living marketing strategy. As an experienced marketing consulting agency, we know that our clients’ websites sit right at the heart of this digital presence. A strategically designed website will help you stand out from the ever-saturated online crowd, allowing you to reach the seniors who need you most. Of course, there are a whole host of factors that go into creating an effective website, but some are much more important than others. 

If you’re unsure of just where to start, here are 5 tips backed by an expert marketing consulting agency to improve your assisted living website!

1. Prioritize Website Speed 

In the modern world of easily accessible information and ever-shortening attention spans, speed is key. How many times have you sat at your desk waiting for a website to load for so long that you gave up? We’ve all been there, and we all know the same information is usually available from a range of sources. Naturally, then, if your site is taking too long to load, prospects will simply go elsewhere.

Things like large images, videos and files or complicated website layouts can all contribute to slow speeds, so it’s important to conduct speed tests when developing your website. Think about which of your larger files (if any) are really important and stick to a more minimalistic approach to keep your site sharp.

2. Enhance User Experience 

While website speed is paramount, user experience is equally as vital. Just as a prospective client might leave your site if it’s too slow, they may also leave if it’s poorly designed or difficult to navigate. Gone are the days when the web was reserved for desktop computers – nowadays, mobile devices are at our fingertips offering quick and convenient 24/7 internet access. Therefore, it’s important to consider how well your website is optimized for a range of screen sizes. 

At the start of the pandemic, many seniors needed to become comfortable with the use of mobile devices, making this point more relevant than ever before. Again, large images, videos and files are often best avoided; not only can they slow your website down, but they can also interfere with the aesthetics and usability of your site on smaller mobile devices. Sometimes, it can be difficult to objectively judge how user-friendly your own website is, so if you’re not sure, ask someone for feedback!

3. Research and Implement SEO

If you’ve ever developed a website or been around someone who has, you’ve likely encountered search engine optimization, or SEO. SEO encompasses a range of tools you can employ to help your website rank highly on search engines like Google. A key element of SEO is the intentional use of carefully selected keywords throughout a website’s pages and content. A good senior living facility SEO strategy is an effective way to increase your website’s visibility, attracting the seniors and family caregivers who need you most.

4. Increase Conversion Rate 

Conversions are the ultimate aim of any assisted living marketing plan. Simply put, conversion rate refers to the number of leads that are converted into customers. This can be achieved using conversion rate optimization (CRO), which works in tandem with your senior living facility SEO strategy. While SEO increases your website’s prominence on search engines, CRO helps ensure those clicks and impressions result in action. CRO is there to ensure the people who visit your website are making enquiries, arranging tours, and ultimately becoming residents. 

This point links in with both website speed and user-friendliness, both of which can encourage (or discourage) users from staying on your site to take further action. Conversion rate is arguably the most important feature of any assisted living marketing website. Because if your website isn’t increasing sales and boosting patient census, then just how useful are the impressions generated by your senior living facility SEO strategy?

5. Include Contact Information and Calls to Action

A great website for assisted living marketing must clearly show visitors how they can get in touch and take further action. After all, what’s the point in optimizing your website to its full potential if prospective clients can’t find how to make contact and arrange the next step in their journey?

Make sure your website clearly includes contact options to suit a range of communication preferences (e.g. email, phone number, instant messaging). You may even wish to include an integrated contact form so prospective residents can easily arrange a consultation or call back. Throughout your content, include regular calls to action, encouraging seniors and their loved ones to get in touch.

If you focus on enhancing these 5 key features of a successful website; high speed, great usability, a solid SEO strategy, great CRO and easily accessible contact options, you won’t go wrong in developing an excellent assisted living marketing website. 

How can SMCG Help?

For expert, tailored advice on creating a show-stopping and highly efficient website for your senior living organization, speak to SMCG’s healthcare marketing consultants today. Our team of assisted living marketing experts, website developers and senior living facility SEO specialists have vast experience in creating high-performing websites. Arrange a consultation to unlock your organization’s true potential!