Generally, the more website traffic you get, the better the chances are of earning customers in most industries. While this is partially true in the senior living industry, it’s more important to focus on returning visitors. Striking a balance between first-time visitors and returning visitors is possible with the right assisted living marketing efforts. Here’s why it’s important and what some of the most effective strategies entail.

Why Are Returning Visitors Important?

The sales cycle in the senior living industry can take weeks or months. Very rarely will a first-time website visitor turn into a resident immediately. With so many different options to choose from, families often discuss each option in detail and revisit each one multiple times. The right decision is not always obvious, so they will look for various touchpoints to help them decide. When you have an attractive website with an abundance of information that is accessible to visitors, you’ll be on the right track. 

Promote Your Favorable Senior Living Location

One of the first things people look for in a senior living facility is the location. Not only do they want to be close to family, but they also want the facility to be in a great area with plenty of resources nearby. If your location is favorable in this regard, then be sure to highlight it repeatedly. Show a map of all the resources around your facility, whether it’s grocery stores, pharmacies, hospitals, banks, or any other place of value.

Add Photos To Show A Sense Of Community

One of the secrets of assisted living marketing is to show a sense of community on your website. Most seniors don’t see assisted living facilities as a home. Instead, what attracts them are the amenities you have, the relationships that are built, and how well everyone treats each other generally. The best way to demonstrate this is by including photos, or even videos, of it occurring. Post photos of community events or even of people just sitting by the pool enjoying each other’s company.

Don’t Skimp On Details

The more details you can include on your senior living website, the better. As you recall, people will likely visit your website multiple times through the sales cycle. And each time they could be looking for a different detail. Make your website easy to navigate with links at the top of the page. This is a much better way to organize information compared to big chunks of text on your homepage.

Show Trust Instead Of Talking About Trust

When you constantly talk about how people should trust your senior living facility, the more skeptical people can get. Instead, demonstrate trust throughout your website. If you’ve received any awards or accolades, be sure to highlight them. And if you have earned positive online reviews, put them on your website where they are easy to find and read. These factors show that people can trust your facility without you even having to mention the word “trust.”

Make Your Senior Living Information Accessible

No matter how much information you have on your website, people will still have questions. Accessibility means having your phone number displayed on your website and answering it quickly when someone calls. Even better, have a chat feature that pops up on your website when someone visits. That way, when they have a question, they are simply a click away from getting the answer. This could make all the difference in earning a returning visitor.

Update Your Blog Posts Regularly

The blog content on your website should cover a wide range of topics. Most people want to see what a typical day looks like for residents, so tell a detailed story in your blog content. You could also provide a behind-the-scenes look into your staff, what makes your senior living facility unique, and much more. Your blog content serves the purpose of making emotional connections with your visitors to complement the other facts and details about your facility.

Create Clear Calls To Action

It’s important to let your visitors know what they should do next to get more information or to take the next steps in becoming a resident. Scheduling a tour of your facility is a recommended call to action since most people won’t make a decision until they visit in person. Make it easy for people to schedule a tour or to give you a call if they have any questions.

Enhance Your Efforts With Senior Living Marketing Services

With so much competition in the senior living industry, your marketing efforts can make a world of difference. However, it’s often difficult to focus on marketing when you have current residents to care for. Working with an assisted living marketing team could be the best decision you make for your current residents and increasing the number of future residents. 

Our team at iwebcontent has the skills, expertise, and knowledge to increase the number of returning visitors to your senior living website. We not only know what your visitors want to see, but we also know how to ensure the information gets in front of them easily. When you rely on our team, you can have total peace of mind knowing your digital presence is being maximized. Don’t hesitate to contact us to learn more about our marketing services and how they can benefit your senior living facility.