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Giving your senior housing Web site the attention it deserves

February 25, 2010
by G5Marketing
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by R. Aaron Warnock, Director of Product Management, G5 Search Marketing

The decision to seek-out a managed living environment for a senior can be sudden, but selecting a community is never simple. More and more resources on the Internet play a critical role for those searching for retirement and/or long-term care communities.

If you own or manage a senior living community, it’s not enough for your Web site to simply list care specialties and your contact information. Today’s Web users expect ready access to complete information online and many will equate what’s found there with your facility’s real-life offering. Your Web site must actively engage visitors or you will risk being overlooked.

Creating an effective digital presence online is more than establishing identity and contracting with listing services. You must commit to building a Web site designed for user engagement and fill it with up-to-date content. The most successful sites engage visitors on multiple levels.

Get found through dominant themes

To drive and engage qualified leads you must focus on building quality links and content related to the topics visitors are researching. Seek out and participate in highly trafficked sites (such as these), which are appropriate to your offering.

In many cases those seeking senior housing options will need education to understand the landscape of choices before considering a specific community. By making your Web site content resonate with dominant themes found on common research sites, you’ll satisfy visitor needs and can improve placement in Search Engine results pages (SERP) for keywords.

Identify (with) your audience

Your Web site visitors are going to be different people with varying motivations. Each visitor type will likely have criteria to keep them interested. Seniors and their loved ones are the most obvious visitors. However, others to consider are helpful friends, specialty caregivers and physicians, or community workers.