A common mistake we see on senior living sites is the lack of a call-to-action (CTA). Believe it or not, we often find sites that have a great blog or a fantastic resource center but no CTA. Seriously. Not a single call-to-action anywhere.
So what exactly is a CTA?
Good question. Glad you asked.
Understanding the Senior Living Call-to-Action
A call-to-action is the first step on your conversion process. So let’s say you have written a fabulous article for your senior living blog that identifies ten signs a senior may be struggling to stay safe in their own home.
Great topic and one adult children search for often. In fact, in December of 2015 several variations of that theme racked up 59, 950 Google searches.
So your content attracts a family who is concerned and searching for answers online. They read your article and realize it’s time to act. Their senior loved one needs care. But now they aren’t sure what to do next.
What kind of care does the senior need? How much will it cost?
Since your blog doesn’t have any kind of call-to-action, they might look up your phone number and call you with those questions.
Or they might jump back on Google and search for the next step in the process.
Yep… if that happens…you’ve likely lost a potential lead.
Identifying Good CTAs for a Senior Living Website
A strong call to action might have been a button with a simple line of copy that says “Download our Navigating the Senior Care Maze Guide.”
They click on it and end up on a landing page that asks them for their name (maybe just first name) and email address in return for the guide.
Another call-to-action could be to invite them to schedule a tour. Most senior living website’s offer this feature already.
While it’s easier than creating a guide and landing page, it’s riskier. Your family visitor might not be ready to take that step yet.
If you add the option to download a guide, the visitor will give you the information you want (their name and email address) in return for the educational resource they are looking for.
Now you have their name and email address and you know they are early in the search for senior care.
Let the lead nurturing begin!
That’s a super quick overview of senior living CTAs. If you have more questions or need help creating high quality CTAs for your site, let’s talk.
You might also be interested in reading:
- Senior Care Inbound Marketing and the Call-to-Action
- How to Develop a CTA that Converts
- The Assisted Living Call-to-Action