At IlluminAge, we use January as a time to get back to basics. As a communication services provider to senior care companies throughout the country, we know that there’s nothing more basic than creating a solid website for nursing home facilities and senior living communities.
Many of the same rules that apply to creating a great website for any company also apply here: create great content, make the site visually appealing, and use strong key words and phrases to improve SEO. But there are several things that nursing home and senior living sites should focus on. These include:
Highlighting services
There’s a lot of confusion among consumers about the different kinds of services offered at assisted living communities versus skilled nursing facilities versus retirement or independent living communities. That’s why the services you offer should be front and center on your site. This will also help improve SEO for people looking for a specific service such as rehabilitation, long-term care, or respite care. For example, one of our clients, Stella Maris, offers a wide range of services, including long-term care, home care, hospice and counseling services. These services are highlighted on the home page with quick links to learn more.
Add lots of dynamic content
To keep a website fresh and keep people coming to your site, it helps to include lots of new content on a regular basis. For senior living communities, this can include activities calendars, special events, community news, blogs, and newsletters. The Alden Network has an active blog on their corporate site as well as each individual facility site. Additionally, each facility has a “Highlights and Happenings” section on their home page, which showcases their newsletter, events and facility news. This constant source of new information helps keep people engaged and interested in their sites.
Include information about your leadership and team
Choosing a community of people to share your life with or a facility to receive compassionate care is a very personal thing. People want to get to know the people to whom they’re entrusting their health, safety and well-being. So including a bit of information and photos about who’s leading the team, as well as staff members, can be an important piece of information for prospects.
Testimonials
Because entrusting their health and well-being to your community is such an important decision, it helps to include testimonials from previous patients and residents on your site. This gives people confidence in knowing that your facility or community is respected and well regarded by those who have experienced your services firsthand. If you don’t have many testimonials, consider asking someone who has expressed satisfaction with your service if they would be willing to write a testimonial.
Amenities and activities
Finally, include those things that will demonstrate that you care about more than just the physical health of your patients and residents. Talk about the amenities you offer, which can include such things as a beauty salon, beautiful common areas for socializing, delicious and nutritious restaurant-style meals, laundry services, and activities such as exercise classes, Bingo, movie nights and holiday parties. Including a monthly activities calendar can keep content fresh and let prospects know that you consider a patient’s or resident’s life engagement to be an important part of their healing and well-being.
IlluminAge has over 20 years’ experience in designing compelling websites for our clients. We can also help in keeping people engaged with your website through blogs, email campaigns and social media. Give us a call today to discuss your online communication goals!