In this week’s Marketing Minute we take a quick look at what makes a senior living “About Us” page appealing to older adults and families who visit your site…
Many folks we talk with aren’t aware just how important this page is. They throw one together in a few minutes and publish it.
Would it surprise you to learn the “About Us” page(s) is one of the most visited pages on a typical website? Especially for B2C organizations.
You could argue that an “About Us” page is even more important for a senior living provider than almost any other industry.
Older adults and their families want to know just who they would be entrusting their life and care to if they choose you.
So what should you talk about on your page? We have some ideas to the senior living industry for you to consider.
What to Include in an “About Us” Page
A great way to structure your “About Us” page is to actually make it a combination of pages underneath an “About Us” tab on your main menu. Then include sub-pages that tell your community/company’s unique story.
A few good examples are Atria Senior Living and Presbyterian Villages of Michigan.
Leadership Team Should Be Visible
Let’s start with your leadership team members, both corporate and community-level staff…
It’s important to include the names and faces of your team members.
When senior living providers hide their leadership team names and faces, it makes families wonder why and what else they might be hiding.
It’s especially appealing to families when an email address is included in the team member’s profile, too. Sure it means that you’ll likely get emails from determined sales people, but you’ll likely get some from families as well.
Your Company’s History
You’ll also want to tell the story of your company. If you aren’t sure how to present that in an interesting way, take a peek at Sunset House’s History page and Atria Senior Living.
This evolution helps families feel confident that your company has a history with and commitment to the local community.
Senior Living Mission Statement
When it comes to human service organizations, even for-profit ones, a mission statement is important.
Families do read these and use them to begin to formulate an opinion on who you are.
Testimonials
It’s also good to include a drop down for a page with resident and family testimonials.
You can share the testimonial and photos in a story format that allows visitors to see a problem that was solved by moving to a senior living community.
You might also want to link to your listing on review sites, like Caring and Senior Advisor.
Content Marketing Support
If you need help rewriting your “About Us” pages, drop us a note. We’ll be happy to help!
Does your senior living About Us page inspire confidence? These tips will help you craft a page that helps families trust you. Click To Tweet