With the explosion of Internet and social media usage, having a powerful online presence is no longer optional. It is imperative that your senior living website attracts and converts prospective residents and their caretakers. With these personas in mind, you should think about what kind of digital ecosystem you are creating and what decision-making journey these people are making along the way. Accomplishing all of this can be tricky, so we’ve made a list of some helpful tips to get you started. 

Personality

There are thousands of senior living websites out there, so you have to make sure yours stands out from the pack. You can give your website a personality by sharing the stories and experiences of your current residents. Each resident has a real and powerful narrative that you can share with potential move-ins and their families to provide a sense of connection with your community. For instance, stories from current residents that represent their feelings of ‘finding a home with meaningful relationships’ within your community can really resonate with those who have recently lost a loved one or are looking for a sense of family.

Another way to illustrate personality on your senior living website is to advertise your programs and activities. The programs your community offers are an integral part of what sets it apart from competitors. Be sure to showcase everything from weekly outings to family events to give users a taste of what your community life is like. Illuminating these unique elements helps to make your community memorable and further illuminates its personality.

Accessibility

One of the most important aspects of a senior living website is accessibility. Both potential residents and their caregivers are often of an older demographic and, therefore, are more likely to have health issues. Common age-related diseases, such as macular degeneration, cataracts and glaucoma, make it imperative to pay mind to visual clarity.  Be sure that the words on the screen contrast well against the background and that the text is large enough for comfortable reading.

You may also want to consider adding transcripts to your videos, which allow those with visual or auditory impairments to better understand content. The surrounding verbiage and navigation should be simple, as complicated or challenging instructions may frustrate potential clients.

Finally, in order to ensure that your website is accessible to all, be sure to add appropriate alt tags, which are critical for visitors who use screen readers. Emphasis on accessibility is crucial, particularly when dealing with an older population, in order to maximize their ability to navigate and consume the content of your website.

Credibility

It’s no secret that testimonials work to establish credibility for your business. In fact, statistics show that customer testimonials are the most effective form of content, coming in at an 89% effectiveness rating compared to other content types. Studies have also shown consumers trust online reviews as much as they would trust a friend or family member. This makes powerful testimonials a must-have for your senior living website in order to build credibility that lasts.

One of the most compelling ways to display testimonials on your website is in the form of video. Videos have been shown to keep users on websites longer and make them feel more engaged in the content they are consuming. In terms of where to place these videos on your website, research shows that the homepage is the most effective spot. 

Conclusion

Creating an effective senior living website requires extensive attention to detail. Integrating personality, accessibility and credibility into your website will help you to create a powerful experience for your website visitors. Not only will they have a user-friendly web journey through your website, but they will truly be able to understand who you are as a community, what you offer, and how they can make your residence their new home.