Is Your Website Up to Par?
: Eight seconds. That’s all the time you have to capture a visitor’s interest on a seniors housing website.
A community or company’s website has much to accomplish in that eight seconds. Visitors who aren’t drawn in instantly will often assume that the quality of the website is synonymous with the level of care or condition of the building.
“The website has become our new front door,” says Deborah Howard, CEO of Senior Living SMART (SLS), a Sandwich, Massachusetts-based seniors housing sales and marketing firm.
SLS provides marketing support to create or enhance websites, develop content such as blogs, e-books and guides, increase lead conversion and provide sales tools and training. SLS typically works with start-up companies and firms with portfolios of up to 60 communities in multiple states, focusing on independent owners and operators.
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“That front door can’t be locked. It can’t be beaten up. It can’t be creaky. It’s got to create an interactive experience and build a relationship,” says Howard.
The eight-second rule stems from research she’s conducted on the websites of her clients. And the numbers only get more interesting. Howard says 87 percent of all seniors housing sales begin at the website.
Often characterized as behind the times, seniors housing websites have been evolving rapidly in recent years.