It’s one of the biggest decisions in life. Where to live? Or when home care is needed: Who to invite into my home?

People making this decisions do a lot of research first. And of course, they look at a lot of senior care websites.

But those websites are often missing key information. The web design process left out something important. Too often the process forgets the visitor and what that visitor is looking for. And without that key information, the visitor isn’t likely to pick up the phone or schedule a visit.

The key to every lead generation website is to do three things well: answer questions, provide evidence and give clear calls to action.

Let’s take a close look at the three things that are missing from so many senior care websites.

1. Answers to Top Questions
If you talk to a few potential residents and clients, you’ll find that they have certain questions in common. Some questions are very common…

“Are nurses on-site at this community?” and “Do you help with shopping?”

Other questions are less common, but still important to some possible clients…

“Can I bring my pet?” or “Are any of these expenses tax deductible?”

A lead or prospect will ask these questions when talking to a sale associate. But they have the questions long before before that conversation. They have these questions while looking at the website.

So the job of the website is to answer these questions. The answers build the visitor’s confidence, making them believe we are a good option. The more questions we answer, the more confident the visitor becomes.

Unanswered questions create uncertainty. And uncertainty is bad for lead generation. Too many senior care websites are leaving important questions unanswered.

2. Evidence and Testimonials
The answers are the reason why the visitor came to the site. So now that we’ve given them what they want, it’s time to give them what we want them to have. It’s time to support those answers with evidence.

Example:
Your senior living website may say you’re a great place for pets, but unless you add some evidence, it’s just an unsupported marketing claim. This testimonial is a way to add social proof to that claim:

“Buster just loves it here. He’s made a lot of new friends and we walk every day.”

Example:
Your in-home care website may say that your team is great at helping with the shopping, it’s just another unsupported marketing claim.

“Janice always get my favorites from the store. It’s so nice to have help carry things in!”

Testimonials let the visitor feel what the clients and customers feel. They can imagine having that same experience. Unlike marketing copy, they build trust that the choice is a good one.

To go one step farther with testimonials, add a headline that make the most compelling words more prominent. Show the face of the person who said the words. And if you can, add a keyphrase. A testimonial with a keyphrase can help the page rank in Google!

Source: How to Write Testimonials

Unsupported marketing claims are weak because there is no proof backing them up. Too many senior care websites are missing testimonials.

3. Clear, Specific Calls to Action
We’ve answered their questions and we’ve added evidence. Now it’s time to trigger the action. The website doesn’t generate demand until the visitor fills out the contact form or picks up the phone. So the third and final step is to add the call to action.

Yes, your website has a contact link in the header and a page with a contact form. But that isn’t a call to action. That doesn’t suggest that they get in touch. That isn’t relevant to the page they just read.

A great senior care website has calls to action. Here are some tips for adding them in ways that keep your sales associates busy:

  • They are relevant to the information nearby.
  • They are specific about the reason to get in touch.
  • They appear at the bottom of every page.
  • If possible, they include the face of the sales associate.

Let’s go back to our examples and see how clear, specific calls to action might look.

Example:
Do you have questions about your dog or cat?
Talk to an associate today about bringing your pet with you to Clear Oaks >

Example:
Do you need a little help with your shopping and errands?
Get in touch with as associate to talk about shopping and home delivery >

Websites without calls to action generate fewer leads, because they don’t trigger the action in the visitor’s mind. Too many senior care websites are completely missing relevant, plentiful CTAs!

Permanently upgrade your senior care website

Andy Crestodina

If your website has any of these problems, they can be fixed with a little bit of content and writing. As long as your website is easy to update, it should be possible to start filling these gaps today. Each change you make will make your in-home care or senior living website a more effective lead generator forever after.

***
Editor’s Note: Andy Crestodina is a presenter at this year’s SMASH Senior Care Marketing Sales Summit. He’ll be doing a 2-hour workshop covering the subject of this article, and SMASH has provided a $400 registration discount for members of the Caring network. Use the discount code “CARING400” upon registration for SMASH.

See also our Digital Marketing Academy webinar archive for July 2017 to watch the recording of Andy’s website design webinar for Caring.com, or peruse the slides.

62% of Post-Session Survey Takers Gave the Webinar a 5-Star Rating

“Andy is an excellent speaker. I’m actually thinking now about how to make improvements on our website. That NEVER happens.”

“There were several helpful hints that will be easy to implement on our website.”

“Excellent session. I love that there was a question & answer portion. I feel like all of the questions were answered wonderfully.”

Andy Crestodina

Co-founder / Strategic Director at Orbit Media
Andy Crestodina has been in the web design and interactive marketing space since January of 2000, and with his team at Orbit Media, has delivered practical digital marketing advice in hundreds of articles. He's also author of the book, "Content Chemistry," which is now in its third edition. Andy is a regular speaker both locally and nationally, and founded Content Jam, Chicago’s largest content marketing conference (currently in it’s fifth year). He also helped found Chicago Cause, a non-profit donation program currently in its seventh year, with total donations of digital marketing services exceeding $385,000. Andy is one of the most passionate, committed and generous teachers in marketing today.

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