Last week we shared some great stats from Caring.com and Varsity Branding research. It was good stuff right? As promised, we are back this week to share some ways you can use that information to develop a strategy for your senior living website content.
Research to Enhance Your Senior Living Website Content
So what nuggets did we glean from the research Caring.com shared on their webinar? Here are just a few we felt were good ones to share:
41% of seniors search for you online — almost half of seniors who call you are looking online.
We often make the mistake of thinking we are targeting only adult children. But it looks like seniors are online too.
Is your site senior-friendly?
Consider font style, font size, color of text that contrasts with background color, white space, subheads, photos, and easy navigation. It’s important to know what elements make your site easier for older visitors.
What prompted the search?
This information gives you some insight in to the stories you need to tell on your core pages and blogs.
Health considerations were huge!
58% of searchers cited them as the reason for the search. No surprise right?
What senior living website content do you have to show and tell your solutions?
It might be your services, amenities, wellness programs and community’s physical plant.
But are you packaging the solution in a story? Doing so takes it one step further than just listing what you offer.
Leading Reason Older Adults Delay Moving to a Senior Living Community
Again…the leading reason is no surprise to any of us… “Not Ready Yet.”
If we only had a dime for every time we heard that one right?
We know it’s important to keep in touch with these folks. Having a blog on your senior living website is one great way to do so. As is having an enewsletter.
Finances are Another Barrier to Making a Move to Senior Living
The financial side of a move to an assisted living, independent living or memory care program can be confusing. 35% of families said financial considerations kept them from making a move.
Another fabulous opportunity for your senior living website content!
Blog posts on financing, core pages on Veteran’s benefits or bridge loans, a guide to financing senior living, a comparison checklist and even a full on finance section can help. They allow you to get the resources and tools families need in front of them any time of day or night.
Downsizing and Making the Move are Tough for Seniors
Let’s face it… moving is tough at any age. But the older we are, the more challenging it becomes. This generation of seniors is well known for staying put in their homes for many decades. The longer you live in a house…the more “stuff” you accumulate.
A moving and downsizing resource section can help you connect with seniors and adult children who don’t even know how or where to get started.
Social Seniors Using More than Just Facebook
By now we all know your senior living community needs a Facebook page. Seniors are on Facebook and so are their adult children. You gotta have a business page so families can see just what happens at your community every day.
Would it surprise you to learn that while 41% of seniors are on Facebook, 53% of them are on Pinterest!!
I can vouch for that number in my own family. My mom and her friends are always baking things they’ve pinned and sharing Pinterest successes and failures. Heck even my Dad knows about Pinterest and asks my mom to find things for him on occasion!
Great opportunity for you to be one of the first senior living providers to use and own this channel.
I’m sure there is more you can pull from the information we shared last week —for both your online and offline use. So dig in and have fun!
If you need help, send us a note and we will set up a time to talk about your content!
The SCS team is wrapping up our day a little early today. Summer is calling and we must go…
Photo Courtesy of freedigitalphotos.com