As the top marketing guru in a growing assisted living organization, it is Tom’s job to keep the momentum going even in slow times. In recent years he has relied increasingly on his Web site to motivate site visits and share information with prospective residents and families. His challenge these days is to keep the Web presence fresh and relevant – not just a nice place to visit, but a serious driver of potential new business.

Today as he scrutinizes his marketing expenditures, Tom wants to get more tactical with the site. He knows that there are lots of cool toys available: 360-degree views, video testimonials, and the like. He also understands that he must invest in necessary tools, such as search engine optimization.

Ultimately, though, Tom knows that success comes from content. People need more than pretty pictures and clever technologies to motivate behavior. They need something to sink their teeth into. So what should Tom’s Web site say? What are the must-haves and how does he maximize his resources for market impact?

Three senior living executives weigh in …

Carrie Traetow
Vice President of Operations
Bickford Senior Living
Olathe, KS

Three critical pieces of information a Web site must include are: who, what, and where. These provide a general introduction to the organization, what services are provided, and where the communities are located.

Consumers typically know what they want and will take the most direct route to obtain it, so the Web site must be user-friendly and efficient in delivering its information. But that is where the similarities must end, if one seeks to differentiate.

For example, a site may define the organization as a partner to those searching for options, by being an educator and expert in “all things aging-related.”

To this end, an organization can use its Web site to link to articles of interest or to developments in research as it relates to dementia or Alzheimer’s disease. The site may also guide visitors to potential funding options. All of this content needs to be delivered in a fresh and unique way.

The Web site must also give the consumer a reason to want to explore your organization further. Often this can be achieved through updated event calendars at each community that are educationally based and that may help consumers with their many concerns.

Most important is the need to convey value through the Web site, which can be challenging. The customer will ultimately say: “What’s in it for me?” This is true whether we’re talking about prospective residents and their families or prospective employees.

A great way to demonstrate excellence is through testimonials from residents and families as well as employees. There is tremendous value in return demonstrating how both the provider and employer aspects merge and are experienced daily.

Everyone knows the best predictor of future performance is past performance. Whether through live video or the display of testimonial letters, the Web site ultimately is a place to share the story of how you’ve already delivered on your promises.

Kurt Conway
Senior Vice President of Sales
Sunrise Senior Living
McLean, VA

Consumers go to business Web sites looking for information. Companies want to convert that interest into something more. We want the consumer to take action and contact a community.

Successful content clearly highlights what you do best. Every company believes they do everything very well; that’s how it looks when you read their marketing materials. That’s fine. Now take your content to the next level.

Find one thing you can focus on and provide many examples of that thing.  Do you serve kosher meals?  Are all your activities assistants trained in yoga therapy?  Do you offer an online school for seniors? An essential component of Web site content needs to be an emphasis on your particular niche offerings. Paired with a call to an actual and understandable next step, this content will give a Web site maximum impact.

The Web site needs to prompt consumers to take actions that are simple and clear. If the goal is to develop leads for a company’s senior living communities (and that is the goal), people need to clearly see where to go to contact a community and get more information. This basic information must be readily available. More than one or two clicks, and you may lose them.  
 
Ultimately, Web content educates. It should paint a picture that helps visitors envision a community’s offerings.

Chad Rawls
Regional Marketing Manager
Country Meadows Retirement Communities
Hershey, PA

When planning a Web site, one should practice some restraint. A Web site can quickly become overwhelming with an avalanche of information, fancy frills, and too many navigational options.  By keeping it simple, you are making sure the most relevant information doesn’t get lost in the sea of text, images, and complex navigation.  

When gathering the requirements for your organization’s Web site, there are three basic goals to keep in mind. Your Web site should:

• Educate visitors about your organization including the history of company, philosophy, brand identity, programs offered, services provided, amenities, meal options, activities offered, locations, and awards. Illustrate these through testimonials and pictures.
• Generate leads. The main goal of your Web site should be to generate actual leads through content that includes flattering pictures, clear text, and easy navigation. Have you got it right? Monitor the activity on your Web site. Google Analytics can help you determine your success of the content on any given page.
• Foster better relationships with prospective residents, families, current residents, potential referral sources, and other local community organizations.

To deliver content to these disparate groups, consider a private sub-domain along with your public domain. Use this to deliver more specific information to particular visitors, while keeping your main site streamlined to a broader audience. A son or daughter may use the sub-domain to explore floor plans and specific rates, for example.

Give visitors a reason to come back to the site, with an online support group or maybe an online seminar with one of your organization’s experts. Offer ongoing updates about existing resources in the area, available resource books, and new medication updates. Keep it simple and, above all, make it practical and actionable.