Almost anyone can “build” senior living websites, thanks to YouTube tutorials and free website templates. But that doesn’t mean the website will work from a sales and marketing perspective. Why? Because an effective website needs a strong strategy that shows an understanding of the senior living industry.
Here are six strategy questions to ask agencies before choosing one to build your senior living website.
1. How will you drive the right prospects to my website?
Not all traffic is good traffic. The right digital agency will ask YOU about your ideal prospect: who they are, what they care about, how they search. If the agency doesn’t demonstrate a keen interest in your senior living community’s buyer personas, walk away. Otherwise, you might end up with a generic “one size fits all” website that doesn’t attract targeted traffic.
2. How will you attract ideal prospects to my senior living website?
Your digital partner should conduct keyword research. In addition, the agency should have experience with search engine optimization (SEO) for senior living. This involves understanding…
- The search terms that prospects use when looking for senior living options
- How often each term is searched monthly
- How difficult it is to rank for these prized terms
- Where you and your competitors currently stack up
Note: Senior living SEO is also a skill. Don’t be shy about asking the agency to show results that they can quantify.
3. What is your strategy to turn anonymous website visitors into contacts and leads?
Driving qualified prospects to your senior living website is just the beginning. The website also has to convert visitors into tours and move-ins. Ask the agency how they plan to accomplish this.
4. How will you nurture the early stage leads to keep them engaged?
If you generate 100 form requests, you might have 10 that will make a decision in the next 30 to 60 days. The other 90% of these contacts are “not ready.” But if you put all 100 into your senior living sales CRM, your sales team will get frustrated. They will disqualify most of the leads and move them to cold since the leads are not ready. The chances of the sales team ever returning to those “not ready” leads are slim as well.
What a good agency partner will do is make sure you have a good lead scoring plan in place. The urgent leads will go to sales. The not-ready leads will be nurtured until they are ready.
5. How will you get the right information to the right prospect at the right time?
Prospects are in different stages within their journey. Again, your digital partner should be able to identify where each prospect is and provide relevant content for each stage. Having high quality blogs and premium content (e.g., guides, checklists, and e-books) aligned with your keyword strategy is incredibly important.
6. How well does your digital partner understand your sales process?
A strategic partner will be able to articulate your prospect’s journey from the point they begin their research online through their path to conversion and move-in. Marketing strategy must be aligned with sales strategy. Most digital agencies only understand marketing, but that is not enough. Understanding the discovery, advancing, and closing process is critical in designing the right experience for prospects and for the sales team.
Bottom line: Don’t hand over the keys to your senior living website to just any ol’ agency.
Remember, building a new senior living website is going to require an investment of scarce resources: time and marketing budget. Operators expect to see results, which is why you need to make a good decision when choosing the right strategic partner.
The Senior Living SMART team has years of experience on the operator side of the industry. We understand buyer personas. Not only that, we’re experts in digital marketing. Let’s chat about your website project.
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