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Website Design: Drive More Clicks and Residents


As seen in Senior Living Executive Magazine - What's Clicking: Senior Living's latest online search data by G5

The importance of good Web design cannot be overlooked. By improving your website's performance, usability and design, you will drive leads and move-ins for your community:  

  • 60% of Americans conduct online research before making a decision.[1]
  • 10% of your website's visitors should convert to high-quality leads.[2]
  • 65% of leads should convert to offline tours.[2]
  • 20% of leads should convert into move-ins.
  • Without an effective Web presence, you stand to lose a 15-20% increase in move-ins and a 45% increase in new leads.

Performance. Your website needs to drive traffic to provide you with business value. SEO, or search engine optimization, for major search engines like Google is important, but don't forget about other sources of traffic: other search engines, social media, reviews, location-based services like Facebook Places or Foursquare, and other referring sites.  

Usability. In an experiment, Google slowed the speed of its search engine results page (the listing of websites returned to a user after a search) by 0.5 seconds and lost 20 percent of Web traffic. Amazon conducted a similar experiment, slowing its website's speed by 0.1 second, and lost 1 percent of Web traffic.  

You have 5 seconds to capture the attention of your website’s visitors. Make it easy for visitors to find the information they need to increase lead capture by:  

  • Limiting yourself to two to four calls-to-action per page.
  • Keeping forms simple.
  • Highlighting important content and levels of care.
  • Speeding up your website to keep visitors engaged.

Design. Your website is usually a consumer's first impression of your community. If your website design is appealing, it will make your community look like an inviting place to live. Ways to engage visitors include the following:

  • Keeping elements clear. Make sure navigation, logos, and calls to action are accessible.
  • Be authentic. Show real people, convey emotion, and communicate the experience.
  • Highlight the community. Focus on social life, the character of your staff, and the environment.

When effectively combined and executed, performance, usability and design should result in more leads, conversions, and move-ins.


[1] Pew Research
[2] Industry and G5 Client Research