Creating an effective website for your senior care organization has become a necessity in today’s online, plugged-in marketplace. How do you break through the clutter to create a site that stands out and gets read?

Many people get caught up in increasing their Search Engine Optimization (or SEO, a fancy phrase that means increasing the visibility of your website when someone searches for your product or service online). Unfortunately, this often has the effect of producing formulaic content that fails to engage visitors to your site, which, in turn, has a negative effect on SEO.

The very first tip for writing for the Web is the same as it is for any marketing communication you write: Tell a compelling story. Content that engages readers is the number one driver of your search engine rankings. There is simply no substitute for compelling content. Information that provides value to your customers will increase traffic, which will increase your search engine rankings.

That being said, there are a few specific things you can do to increase your chances of showing up when someone is searching online.

Keyword Phrases
A keyword phrase is the words you think someone would type into a search engine when looking for your company or the service your provide. For instance, if your business is a senior living community in Kansas City, “Kansas City senior living” would be a possible keyword phrase. A keyword phrase should be included in the headline of a page in an interesting and compelling way. For instance, “Heartland House is Kansas City’s premier senior living community” includes the key words while differentiating your company from the competition. Each page should have a headline that incorporates a keyword phrase, but not the same keyword phrase. For instance, Heartland House may offer memory care, so this should be used as a keyword phrase. “Compassionate Family-Centered Memory Care” incorporates the keyword phrase and intrigues the reader. The keyword phrase should also appear in your content. But don’t overdo it. Again, the biggest point here is to talk like a human being and tell an engaging story. If your keyword phrase is used too often, search engines may catch this and may even ban you from their listings. Keep your page headlines to less than 75 characters so that the entire thing will fit on a search results page.

Links
Web users love links and adding them keeps them engaged by keeping them moving through your site, hopefully towards your desired goal, which could be someone taking a tour of your community. Additionally, search engines look at the words you use in links to help determine the content of your page. Use links within web pages as a way to emphasize keywords. For instance, “Click here” has little search engine value while “A family-centered approach to memory care” is rich with keywords and will improve your search engine rankings. That being said, you have to remember your audience. Many seniors, for instance, may be new to the Web and not understand that an underlined or highlighted phrase indicates a link. In those cases, “Click here” may be the best way to ensure your audience understands how to find the information they’re looking for.

Name your pages
Make sure each page has a title, preferably using a keyword phrase. Many search engines display results using your site’s page title. A link showing up as “untitled” isn’t going to excite your potential customer.

Don’t duplicate content
Don’t add the same content on different pages in the hopes of gaining page views. If the same content appears on multiple pages, search engines will assume it’s spam or split the traffic. Neither are options you want.

Finally, a few tips for writing copy that people will read:

  • Write for scanners, not readers

Web users are often in a hurry. Therefore, make sure your copy – especially on your home page and pages that are introducing a concept or service – is easy to read, short and concise, and uses lots of subheads (with keyword phrases) and bullets, so people can find what they’re looking for quickly. If it’s a topic that requires greater detail, link to a separate page.

  • Don’t write in a linear fashion

Users skip from one page to the next in no particular order. Therefore, each page needs to tell a story on its own.

  • Dumb it down

Short, familiar words will hit your target more easily. If one of the attributes of your senior living center is an environment that people are attracted to, “cozy home” will usually find its mark more quickly than “luxurious accommodations.”

Creating a website that gets noticed and represents the heart of your company takes expertise and skill. To help you reach these goals, IlluminAge offers a variety of Web services, including design, copywriting, and Search Engine Optimization.