Are you using the early days of the new year to spiff up your website? One suggestion we have is to take a peek at your senior living community’s About Us page. You don’t have one? Yikes. That’s a problem. As is having one that just doesn’t share anything meaningful.
Along with your Home page and Contact page, the About Us page is one of the most trafficked places on a website no matter what the industry.
Let’s take a look at why older adults and those who love them are turned off by the lack of transparency many providers have when it comes to telling their story…
Why Your Senior Living “About Us” Page Matters
Were you surprised to read that the About Us page is one of the most popular destinations on a website?
It’s true, friends. People often head there early after finding you online. They want to know your story. Your company’s history.
Think about what we do in this industry and who the visitors to your site are: seniors, adult children, grandchildren, spouses, and health care professionals.
We are an industry where people have to trust us to:
- Care for a spouse of 50+ years whose Alzheimer’s has become too difficult to manage at home
- Help an aging parent who was not doing well at home alone reengage with life
- Provide short-term rehabilitation for a grandparent who is recovering from a bad fall
- Assist and support a cherished aunt who is living with Parkinson’s disease
The scenarios are endless, but what they all have in common is the need to feel confident a loved one is in good hands.
If your website lacks an About Us page or doesn’t share a real story with faces and names of those in charge, it looks like you have something to hide.
We know the lawyers don’t always like this information front and center. And to be honest, many leadership teams don’t either. It makes it too easy for sales people to get their names and titles.
You know who doesn’t care about those gobbly gook, tired old excuses?
Seniors. Families. Professional referral sources.
You know who does a great job with telling the story and history of a brand?
Providers who are proud of it. And they are often family-owned organizations, such as Heritage Senior Communities. Welch Senior Living is another one.
And it doesn’t have to be anything fancy or polished looking. A few authentic paragraphs or a short video will improve your credibility.
You don’t have to be a family-owned senior living community to convey trust in your About Us page.
Every provider has a history to share and a story to tell.
Here are a few tips on what to include on your senior living community’s About Us page.
Creating an About Us Page
This is a place to really tell your story. But not in an annoying sales pitch kind of way. Talk to visitors in an authentic voice and share:
- Your unique value proposition – what makes your organization better and different from others?
- Your brand story – how did the company start? Evolve? Get to where you are today?
- The names and faces of people who lead the organization. (Yes, you really do need this.)
- Links to the Newsroom on your website which (hopefully) has even more stories about your brand.
As always, it’s a great idea to have a few folks read and offer feedback on the page before you hit Publish. People who are in your target audience will give you the best insight.
Have any questions or need help creating a top notch About Us page?
Drop us a note. We’ll be happy to assist!