Senior prospects looking at a senior living website with family members

Top 5 Senior Living Website Elements for Converting Customers

Your senior living website is vital to helping people who are researching care options online for themselves or their loved ones. The right online presence via your website can help potential customers find you.  From family members looking for quality care for a loved one to seniors transitioning into retirement, your target market is online searching for the best option now more than ever. With increased competition from senior living options offering varying levels of care, organizations need to stand out in the crowd as the most viable choice.

Here are the top 5 elements your senior living website must contain to convert prospects into customers.

1. Highlight benefits instead of features

A feature focuses more on what you do, such as “24 hour around the clock care.” Its benefit is “Get peace of mind knowing your loved one is cared for 24 hours around the clock.” This is a simple example of a feature and benefit. Consider anytime you feel the need to write, “We do…,” “We will…,” “We can…,” etc., changing it to a “You get…” perspective. What do your wonderful features mean for your prospects? How can you help them sleep better at night knowing that their elderly loved is in the best of care?

The bottom line is: people want to know what’s in it for them. If you answer their pressing questions and offer benefits they want, they’ll be predisposed to contacting you.

2. Provide useful information

Answer their questions, even the ones they didn’t know to ask. At this point, you know what people are looking for in senior living.  Adult children want to know their parent receives the highest quality care in the most loving and respectful manner. For seniors looking for a place to retire, they want to know their needs will be met as they age.  Make it a point to answer questions important to prospective residents and family members and provide useful information on your website.

Retirement, investment, aging in place, and other information on growing older is useful information for those looking for answers. Consider if a prospect doesn’t find the answer to their questions on your senior living website, they’ll quickly move on to the next.

3. Offer a responsive design

Since you have seconds to grab someone’s attention online, every second counts. If your website is so cumbersome that it takes minutes to load, you’ll likely lose prospects. If your website is not responsive or adapted to mobile and it’s difficult to navigate, they’ll click on another site.

A responsive design loads quickly, regardless of the device your prospects are using. Optimize your senior living website for desktop, tablet, and mobile phone so your prospects have a seamless interaction despite which device they’re researching from.

Another part of a responsive design is an easy-to-navigate website. Some seniors aren’t especially internet savvy, and if perusing your website to find the answers to their questions is too difficult, again, they’ll move on to the next. For example, make it easy to find what they’re looking for like your rates, lifestyle options, and floor plans of units. Photos and videos go a long way to highlighting what you want them to see.

4. Build trust with your prospects

As most experts acknowledge, we want to do business with those we trust. Building trust with your prospects is important. If they feel comfortable that you’re caring and diligent from your website, they’re more likely to phone and set up a visit.

As you know, most people check website reviews when considering a medical practice or senior living community.  Website reviews and reviews on third party sites like TrustPilot, Google, and Facebook to name a few builds trust with prospects when they are researching their options.  Ask patients, family members, staff and current residents satisfied with your facilities and your services to leave reviews of your medical practice or senior living community as part of your normal course of business.

5. Choose quality over price

Most people know you get what you pay for. Part of your marketing strategy should be to contract with a reputable marketing agency who can provide the highest quality website possible. Part of top quality includes professional snapshots of your facilities. It also includes a professional layout that shows your features and benefits and quality content that engages your readers and moves them to action.

If you were creating a brochure, you wouldn’t settle for Polaroid instant film shots. You’d want professional digital SLR photos that pop off the page. And you also wouldn’t settle for someone who cut and pasted your brochure together. Rather, you’d want a professional layout that was seamless and led your target audience through the different panels easily and simply.

Your senior living website is the first impression some prospects may have of your organization. Make it the best it can be.

Final thoughts

Today’s websites are more technical, but these basics remain the same. One additional feature you may want to include this year is a chat feature. Many website design agencies can set you up with a pop-up chat window that lets prospects get answers immediately to their questions. It could be the deciding factor between your facility and others they’re looking at. When you provide prompt, courteous, and caring service, it gets noticed.

Most importantly, use your website to set your organization apart from your competitors. Make it clear why you are different and why people just like your prospect have turned to you to help solve some of their hardest challenges. Your website should seek to establish a relationship with your prospects, so they feel compelled to reach out and contact you.

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