We’ve done quite a few content audits for providers who are struggling with the strategy for and results of their senior living websites.
Mapping content and keeping a content inventory is always a good idea. But some folks don’t realize that until a few years down the road.
And then it’s a time-consuming project to take on, so companies aren’t excited to complete them in-house.
These audits are a service we’ve offered for years, and it’s always an eye-opener! In the age of AI, it’s gotten even worse.
So, what are we finding?
There were quite a few scary sights we saw over and over again this last quarter. And we thought it might be helpful for you to be aware of them.
Is Your Senior Living Website a Fright?
In no particular order, here are a few of the opportunities we identified that could make a difference in either visitor experience or SEO:
- No stories to spotlight community benefits: Sure, they take more time to gather and create, but stories are a way to show instead of just tell, what a difference senior living makes in people’s lives.
- No subscription form to stay in touch: This is another frightening oversight. You create thoughtful, engaging content. You attract seniors and their families. Then you don’t have a way to stay connected.
- Poorly written AI copy, especially on blogs: Voice matters greatly in this industry. It’s one of the most important aspects of your senior living website’s content. AI just doesn’t cut it when it comes to that connection.
- Lack of resources to self-educate on senior care: Authority matters when it comes to building your website. From levels of care to financing, our industry is complex. A resource-rich learning center and a blog are musts.
- No images on blog articles: The price of stock photos can be scary. We get that’s why it can be tempting to avoid adding images to your blog. But that’s a caldron of witches brew you don’t want to fall in to. Quality images are a must.
- No alt text or title tags on images: This is another one that’s important for your SEO. If you aren’t familiar with what these terms means or why they matter, we like to recommend stopping by the MOZ website to learn a little more.
- Lack of fresh content update: While Google is not exactly known for clarity when it comes to SEO, one generally-accepted ranking factor is the importance of continuing to add new content to your site. An easy way to do that is through a blog.
More Frightening Sights
These next three might make you want to jab a stick in our team’s eyes, but it is what it is:
- No basic pricing information: This is one of the things that annoys older adults and their families most. They want to at least see a starting point on pricing.
- No names and photos of leadership teams: We get it. You want to fly below the radar. Leadership roles in senior care are tough jobs, for sure. But when families see names and photos of key team members it makes them feel as if you aren’t trying to hide. Bonus points if you add an email address, even if it’s one that goes to a support staff team member monitors on behalf of leadership.
- Duplicated community pages: Finally, we continue to see providers that own multiple communities use the exact same content for each and every location. While it is a big undertaking to create unique, locally-driven copy for each community page, your SEO demands it.
Have questions about any of the suggestions above? Drop us a note and we’ll be happy to help!