We often get emails from potential clients asking us to solve a traffic problem. For some, it’s because their site has never ranked well. But for others, it’s a senior living website that has been losing traffic.
It’s rarely the quick fix providers are seeking. Because so many senior living companies have pumped up their content marketing and SEO game in recent years, the competition is much more fierce.
If the traffic drop isn’t related to a recent Google update, the answer has sometimes been hard to find.
That’s why we were encouraged to hear Google’s John Mueller answer a question related to a prolonged but gradual decline in traffic.
Is Your Site Hurting Visitors Eyes?
Okay so that subhead might be a bit of an exaggeration of what Mueller said. But it does sum up where he was going.
Even rockstar content can’t make up for the fact that your site’s appearance is putting visitors off.
I’ll hit the highlights of what we always recommend for a quality experience on a senior living website:
- Does your site position you as an expert or look like amateur hour?
- Are the fonts and colors easy on the eye, especially for older folks?
- Did you leave ample white space so the web pages don’t look cluttered and confusing?
- Is the navigation obvious and quick to respond?
- Are people attacked by chat bots over and over?
- Is the site optimized for mobile users, both phone and tablet?
- Do you have well-written copy that is free from spelling errors?
- Does every page have internal links that are a natural fit for the page content?
- Are you ending with one call-to-action on each page or confusing people with too many?
These are a few basics you’ll want to ask people in your target audience.
Don’t Make Assumptions About Senior Living Website Visitors
One final suggestion is not to make assumptions about what seniors and adult children think about your website.
Ask them.
You have a build in source of folks for a focus group, so take advantage of that. It’s the best way to get the detailed insight you need to make smart decisions about your website.
At the end of the day, senior living web traffic comes from having a site that looks great and offers truly valuable content.
Hit us up using our Contact form if you have any questions! We’re always happy to help.
Check out the full Google hangout video here: