Baby Boomers spend more time online than Millennials, and a staggering 92% of Boomers shop online. [Source: The Shelf]
Over the years, older adults have consistently proven that they are technologically savvy and that they enjoy engaging with brands online.
Consider the following stats . . .
The Evolution of Senior Living Websites
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The Importance of Auditing Your Senior Living Website
Most (if not all) senior living communities already have some sort of website presence. This is why we recommend regularly conducting a website audit. You can audit the site yourself, or you can contract an experienced third party (like us!) to do the audit for you.
Ready to get started?
LET’S DO THIS!
4. Website Content: What You Say Matters
You never know on which page someone will enter your site. Sure, the home page tends to be one of the most heavily trafficked pages—either through direct traffic or organic search. But people could enter on other pages of your site. For example, a blog post, contact page, or about page.
This is why having clear and intuitive navigation is so important. If the page someone enters on isn’t what they’re looking for, clear navigation can help them quickly spot where they DO want to go.
Clear navigation is just the start, however. To truly engage people and keep them on your site, you need to pay attention to the words you’re using. Content is still very much king.
Follow these content strategies:
- Create an experience. You want people to have a positive experience on your senior living website. According to a study by Acquina, the top three things people crave are convenience, personalization, and regular interactions.
- Keep it conversational. Keep sentences and paragraphs short, just as you would if you were carrying on a conversation with them in person.
- Include clear “calls to action” (CTAs). What do you want people on that particular page to do? Schedule a tour? Download a piece of content? Participate in a survey? Click to the next page? Tell them!
- Offer different methods of communication. Some people like to read. Some people prefer watching videos. Still others might appreciate the interaction that comes with Live Chat. A good site offers a balanced mix so that people can select what works best for them.
- Give them a reason to come back. Entice site visitors back to your site! You can do this through subscription-based content (like a blog), lead nurturing after the person opts in through a website form, retargeting ads, and social media.
- Be ready to pivot. The pandemic has taught all of us that we must be nimble when it comes to how we communicate with prospects.