In 1996, Bill Gates wrote an essay titled “Content is King,” which was published on the Microsoft website. Over the years, the phrase has become a marketing cliché that holds only partial truth. To effectively drive potential residents to your Senior Living website, it takes more than just good content. You need a robust marketing plan that integrates UX design, SEO, and digital advertising. The foundation for this strategy is simple: Include unique pages on your website specific to each care level in your community. To understand why this approach is more effective, let’s dive into the details.
Why UX Really Matters
Senior Living community websites are unique. Because many of these communities offer multiple levels of care, there is a lot of content to sift through. Someone searching for Independent Living won’t find the same information useful as someone looking for Memory Care.
Also, many of those searching for senior care don't know what they are really looking for at the beginning of their search. Your website needs to help them understand what Independent Living is and who it's designed for versus Assisted Living, Memory Care, etc. Education is key to helping care seekers make good decisions and easily find the information they’re searching for.
Making a good first impression on the homepage is also important, and prospects appreciate easy navigation during the information-gathering phase. Individual care pages allow them to find relevant information without endless scrolling on the homepage. It also allows care seekers to quickly see if the service they are looking for is provided by the community. Marketers will often load up their homepage with as much content as possible, which bogs down prospects who are trying to find specifics on care levels. While that might work in other industries, we’ve learned that having these dedicated care-level pages works best for Senior Living.
Gain Authority Through SEO
By creating separate care-level pages, you have the advantage of distinct title tags and meta descriptions for each level. This helps search engines index and recognize each care level as its own page, a tactic that earns authority for care-level keywords. For example, when someone is searching for a specific care level like “memory care in fallon, nv,” the content on the Memory Care page will match that query.
This allows search engines to serve up the correct page to the prospect and skip the step of going to the homepage. Having individual care-level pages also help a community show care levels directly on the Search Engine Results Page (SERP). This will get care seekers to specific pages organically and create a better overall experience.
Don’t Forget About Digital Advertising
Ads for Senior Living care levels are effective because they send the right prospects to the right page in just one click. Advertisers are able to bid on keywords like “memory care” and “assisted living.” The ability to send prospects to the specific page that has the information they are looking for increases ad relevance, and ad content that matches the content of the page increases quality score. These factors enable campaigns to show up as first- and second-page rankings without spending more.
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It’s a Formula That Works
Creating specific care-level pages to boost user experience, in combination with SEO and digital advertising, will drive a positive brand impression for care seekers searching for a Senior Living community like yours. By adhering to this strategy, you are setting up your community for success.
At G5, we are experts in SEO, digital advertising, and website design for the Senior Living industry. Let us show you how G5 can help your Senior Living community stand out in saturated markets. Contact our team today.