We all know assets are a good thing to have. When it comes to websites, assets are also a good thing to share – including for senior-serving organizations such as care managers, CCRCs, and nursing homes.
The assets we’re talking about are the content and documents you share with or give to your website visitors. Blog posts are a common asset, but your business and your website both benefit when you offer – and regularly update – content such as videos, PDF documents, and even slide decks from presentations.
How does posting an activity calendar help your website?
Having content that is updated regularly, like menus, blog posts, and yes, even activity calendars, helps keep your site “findable” when someone goes online to search for your business. That’s because search engines are constantly indexing sites, and if a website is static and never changes, it will start getting pushed down in search results. If nothing changes on the site between indexes, that can hurt your website’s search ranking. It’s important to keep your website current if you want to rank higher than your competitors in search.
There are other benefits for websites with current, updated, quality content. To the public, your website reflects your professionalism and your commitment to your customers. When potential clients are looking for a senior living home for their aging parent, for example, details matter. If the website is static and stale looking, what’s the atmosphere or the care in the residence like? If a retiree decides they need help planning their future lifestyle and healthcare options, will they find regularly updated content on your site that demonstrates your expertise? Adding quality content that keeps your users’ interests in mind, while building on your relevant keywords, can boost your SEO efforts as well.
Take a look at the following websites that we think are doing a great job of keeping their sites fresh and updated.
LifeCare Advocates, a team of life care managers in Newton, Mass., offers numerous resources for people who are caring for an aging loved one or planning for their own old age. Their offerings include a free downloadable book about helping one’s aging parents, documents that help readers compare the costs of long-term care options, and a brochure.
Resilience Home Health, a home healthcare company in the Chicago area, has a page called “Your Health,” where it offers downloadable PDFs in topics relevant to its clients, in both English and Spanish. Many of the documents are from government agencies, such as the Centers for Disease Control and Prevention, which means they can be used and offered without permission.
Webster at Rye, a care community in Rye, NH, uses a variety of tools to keep its site fresh. On its home page, it shares videos on topics such as careers in caregiving and how senior living communities are working to stop the spread of COVID-19. The videos were produced by other organizations who granted permission to share them. Webster at Rye also posts its dining menu as well as a monthly activity calendar.
Assets keep on giving
Don’t just post your assets on your website and leave it at that – keep them working for you. Post them on Facebook, Twitter, and Instagram. Share them on your Google My Business listing. Link to them in emails, and use them as topics for blog posts.
If you need help refreshing your website, we’d love to help! Call IlluminAge at (800) 448-5213 or contact us online.