Wondering why referral services like A Place for Mom consistently outrank you in the search engine results? We see it often. Senior living content served up by a provider just can’t compete with lead generation companies.
(Except, of course, for SCCS clients!)
What is the deal you might be asking yourself? You are the experts so why isn’t your site appearing higher?
It’s a great question. And truthfully, one that is easy to answer.
Why Do Referral Services Outrank Your Senior Living Content?
The screenshot above is from the Goliath of senior living referral agencies. We know people have all kinds of thoughts about them, and we aren’t going to wade in to that.
So why we are sharing screen grabs from their website?
We want to get you to look at your approach to content strategy a little differently.
Let’s start by having you look at each of these screen grabs carefully…
These are all just random screen shots from around the APFM website…
Anything jump out at you?
Sure they do a great job with navigation. And with color and images. That’s a given.
It might help to hop on over to your own senior living website now.
We’ll wait while you spend a few minutes comparing your site with APFM.
Figure it out this time?
While the lead gen companies and referral agencies are generating heaps of great consumer-focused content, y’all are making it mostly about you aren’t ya?
We’ve written about it many times before and even compared it to an old Toby Keith song in an evergreen article we created years ago.
Less About You, More About Seniors and Families
The answer is as simple and as complicated as knowing your audience.
Failing to write for the intended audience is probably one of the most common mistakes we see senior living providers making.
Spewing on and on about how wonderful you are, when what seniors and their families are searching for are answers. Education. Solutions.
Sure they want to see and learn more about your communities, but first they have so many questions and concerns they want addressed.
That means you need more than just a few blog articles a quarter on random topics that peak your interest.
Your site needs to be a hub of information, articles, guides, tools, and answers. A place where older adults and families can self-educate.
Senior living content must be written for the different types of audiences that influence this decision.
Do you have personas? Those make this task much easier to do.
As adult children and seniors themselves begin to move past their fears about senior living communities related to COVID-19, they are doing more than just searching online. Most are starting to once again think about making a move.
It’s the ideal time to pull your team together and take an objective look at your website. Maybe enlist a few residents and their families to help.
Nearly every referral agency from AgingCare.com to Care.com has information you can use to give you ideas.
Drop us a line if you need help with senior living content strategy or creation!