When it comes to attracting and communicating with new residents online, your website is your senior living community’s most powerful marketing and advertising resource. It can display your property’s value proposition and the advantages that choosing your community affords its residents over your local competitors. That’s why if your current site isn’t producing the results you’re hoping for, it may be time to consider a website redesign.
A redesign may be exactly what your property’s website needs to achieve better results in the form of more residents choosing to live in your community. The key is to develop a website redesign plan that helps you evaluate, optimize, and ultimately achieve better results.
Analyze Your Current Website and Set New Goals
Your starting point should be an analysis of your current website. Examine the goals you’ve set and whether or not you’re achieving them. There are a few major points you should look at as you evaluate your site’s current status:
- Metrics: How many page views are you receiving on a daily or weekly basis?
- Analytics: What kind of traffic is your site getting from search engines? How much of your traffic is organic and how much is due to paid advertising?
- Social Media: Is your site optimized with widgets and links to your social media sites?
- Content: Do you offer content such as videos and blog posts on your site? If so, which ones perform the best? For example, if you have a YouTube video set up to provide a virtual tour, how many views does it have? How many views do your blog posts garner, on average?
Organize Your Website in the Most User-Friendly Way Possible
Once you’ve analyzed the existing data, it’s time to look at how you plan to redesign your site. The key here is to make the use of the site as intuitive as possible. Assume that all visitors are potential residents looking to choose your community. That means you should make navigating your site as simple as possible for them to get the information they need to make the final decision.
You don’t have to be a graphic designer to judge this one. Simply look at your site and answer the question: if I came across this page as a senior looking for a new place to live, would I understand the main points the community is trying to convey and can I quickly sign up to receive more information?
Keep these other factors in mind as you organize your site:
- Email List Opt-In: Is there a place on your home page for new residents to opt-in for your email list? How many opt-ins do you get from the site?
- About Page: Does your about page have a clear description of the services your community provides? Do you have multimedia presentations giving a look at your property and its amenities?
- Contact Us: Can future residents easily access your contact information? Are your address, email, and phone number clearly listed on the landing page? Your future residents can’t choose your community if they can’t get in touch with you.
- Content Organization: Do you have separate pages for your content in clearly marked areas, or is your landing page a jumble of information? Are your images optimized for the web? It helps to have blog posts in one dedicated area, with images and videos used to complement your pitch.
Create a New Design and Test
Once you’ve identified any issues with your site and reorganized it, it’s time to create a new design and test it. Some principles to keep in mind while you do so:
- From a high-level, aesthetic standpoint, it makes sense to keep your site looking as “clean” as possible. That means not making it too busy with too many images, links, or posts jumbled together on the landing page. Leave plenty of white space to make it easy on your viewers’ eyes.
- Make sure all navigation tabs are clear so future residents can easily access any site subpages.
- Utilize search engine optimization (SEO) on all your content to attract residents using search engines. This includes using targeted keywords that include the senior care services provided as well as your location.
- Test your redesigned website’s loading speed.
- Ensure it is mobile-friendly.
Introduce the New Design and Launch
Once your website redesign is complete, announce the launch date. Use your existing communication channels to do this: your social media networks, your community’s email list and any other mechanisms you use to spread your message.
In the announcement of your launch, highlight the increased functionality of your site and how easy it will be for new and existing users to navigate. Promote this to your future residents who may view the site through search engines or social media, but also to your existing community members. They may be able to send the site to friends and family of theirs who are also interested in your community.
Analyze, Test, and Tweak
Once you have launched your redesigned website, give it a few weeks for viewers to adjust. After several weeks, begin examining the same metrics you measured in your initial analysis of your site. Establish some key performance indicators (KPI) to evaluate the performance of your site.
Is your website getting more viewers? Has your email subscriber count increased? Has there been any progress with regards to your ultimate metric: the number of new residents added via your website? Examine these data points and see where you’ve improved and where you’re lagging. Then, see how you can tweak your site to improve the weaker areas:
- How are the page views on your subpages? If they are not performing well, you may need to display your subpages more prominently.
- On what type of platforms are people viewing your page? If they are overwhelmingly using PCs or laptops as opposed to mobile, you may have compatibility issues with mobile platforms and should look to make it more mobile-friendly.
- Are people finding your content via search engines? If not, you may want to look at improving how you incorporate SEO.
- If the number of your email list subscribers is stagnating, perhaps you need to place the opt-in more prominently on your landing page or add a pop-up notification prompting users to opt-in.
A website redesign is a great way to optimize your site’s results. By evaluating your current site’s effectiveness and exploring areas for improvement, you can ensure it leads to more page views, and, ultimately, more senior residents and their families choosing your property.
For more on how 408 Marketing can help your senior living community get the most out of its digital marketing presence, contact us today!