Senior Living Web Design

Creating an Optimized Senior Living Website in Charlotte, NC

An optimized website design is crucial for just about every type of business. Whether you’re selling software products or advertising the benefits of moving into your senior living facility, improving the content and structure of your website is a great way to attract more attention.

Let’s take a detailed look at what website optimization means for senior living facilities and what you can do to optimize your facility’s website.

What Is Website Optimization?

In the world of digital marketing, optimizing your website means carefully refining nearly every aspect of its content and technical structure so that it performs better in search engines and converts visitors into customers more efficiently.

In general, the overall goal of optimizing any kind of business website is to attract visitors, engage them effectively, and ultimately convince them to take a desired action (like purchasing a product, signing up for a subscription, or becoming a resident). However, website optimization is a broad term, and it might involve many different kinds of actions depending on the specific market and business aims.

In the case of your senior living facility’s website, the goal of your optimization efforts is probably to attract seniors and their families who are looking for senior living solutions and convince them that your facility is an appealing place to live. With this goal in mind, optimizing your website might include actions like:

  1. Improving your understanding of your target audience
  2. Upgrading the structure of your site’s content
  3. Ensuring a mobile-friendly, ADA-compliant design
  4. Using local search engine optimization (SEO) tactics
  5. And more

Do You Need to Optimize Your Senior Living Facility’s Website?

An optimized website is a crucial marketing tool for practically every business today. If your senior living facility does not yet have a website, creating one can significantly improve your facility’s visibility and likelihood of attracting new residents.

If your senior living facility already has a website, it’s worth re-analyzing whether it’s fully optimized. You can probably do a lot to tailor your site to rank higher in search engine results pages (SERPs) and provide a seamless user experience for site visitors.

When your website is carefully optimized to include high-quality, up-to-date content on topics relevant to senior living, search engines like Google Search will rank your pages higher when people search for information on these topics. This makes it much more likely for seniors and their families to find your website when looking up senior living facilities online.

Additionally, making sure your website is easy to navigate will make it much more likely that your site visitors will follow through with an inquiry after they find your content. A website that loads quickly and makes it easy to find important information is more likely to convert lukewarm visitors into interested prospects.

Important Elements of an Optimized Senior Living Website

There are so many optimization factors to keep in mind when building or updating a website that it’s not hard to get overwhelmed. Let’s break down a few of the most impactful elements of optimizing your senior living facility’s website to help you know where to focus your time and attention.

Relevance to Your Target Audience

One of the most crucial steps you can take to optimize your website is to diligently tailor your content to your target audience (in this case, seniors and their families who are looking for senior living facilities). Do as much research as you can to understand this demographic’s needs, interests, preferences, concerns, and anything else about them that will help you personalize your content for them. The more the messaging and imagery on your website resonates with your intended audience, the more receptive they will be to what you’re offering them.

Well-Structured Content

In addition to the quality and relevance of your content, it’s extremely important that the way the content is organized on your site is easy for visitors to navigate. When the information on your web page is formatted logically, with clear headings, subheadings, bullet points, and other organizational aids — as well as visuals like relevant images or infographics to break up the text — it creates a much more user-friendly experience for site visitors. Just as importantly, it makes it easier for search engines to recognize what your web pages are about, leading to higher rankings when search engine users enter relevant search terms.

If you already have a website, improving the structure of your website content starts with a comprehensive content audit. Use tools like Google Analytics to determine which of your current pages are performing well and which ones need improvement. Research which keywords are driving the most traffic from your target audience and build new pages around those keywords, making sure to prominently include the keywords in headings and page titles.

If you’re starting from scratch, you should still prioritize keyword research. You should also keep user-friendly design principles in mind, like consistent formatting and proper use of whitespace. As you build your website, think about the journey you want your site visitors to take from the first click to the final decision, and structure your site to make that journey easy and natural. It’s also important to consider accessibility concerns like readability, especially for senior audiences who may struggle to read small print.

Responsive, Mobile-Friendly Design

These days, every business’s website needs to be optimized for mobile devices. Mobile web users account for a substantial portion of all online traffic, even among older demographics. If your website does not work well on mobile devices, you could be alienating a large percentage of your potential audience.

To make your senior living facility’s website more mobile-friendly, keep the following tips in mind:

  • Your website’s content and layout should automatically adjust to fit the user’s screen size, regardless of their device.
  • Remember to test your website on various types of devices to make sure the user experience is consistent.
  • Optimizing images and multimedia elements is one of the best ways to improve page loading times on mobile devices.

ADA Compliance

The Americans with Disabilities Act (ADA) is a federal law in the United States that guarantees equal rights to people with disabilities in areas of society like employment, transportation, public services, accommodations, and more. Every business’s website must adhere to the ADA’s requirements. The best way to ensure your senior living facility’s site complies with ADA regulations is to follow the methods established by the Web Content Accessibility Guidelines (WCAG).

By using the WCAG checklist to keep your website compliant with ADA requirements, you will not only remain on the right side of the law but also ensure that individuals with disabilities can access your website. This is an especially important consideration for senior audiences, as people in the senior demographic are more likely to experience many types of disabilities. If you want to earn your target audience’s trust in your facility, you will need to take every possible step to make your website accessible according to ADA standards.

To make sure your website remains compliant in the long term, it’s worth conducting periodic internal accessibility assessments and adjusting your site’s design as needed.

Local SEO Tactics

One of the most important parts of optimizing your website is refining it to rank higher in search engine results. Organic online traffic from popular search engines like Google Search is one of your best sources of potential new residents. Search engine optimization (SEO) is the process of fine-tuning your website to perform better in search engine results.

For your senior living facility, one of the best types of SEO to focus on is local SEO. Local SEO is about tailoring your online presence to attract site visits from people in your facility’s local geographic area. Some businesses, like SaaS businesses that sell products online, don’t need to worry as much about the physical locations of their customers. However, for any physical, in-person service, local SEO is essential for ensuring your content is seen by people who are close enough to take advantage of what you’re offering.

To improve your website’s local SEO, add location-specific keywords like the name of your city. For example, instead of publishing content about “senior living facilities,” publish content about “senior living facilities in Charlotte, NC.” You should also claim and personalize your Google Business Profile listing (previously known as Google My Business).

Website Optimization for Senior Living Facilities in Charlotte, NC

Whether you’re creating a brand-new website for your senior living facility or refining your existing one, optimized web design is often the key to attracting new residents and their families. At Blue Fin Digital, we specialize in helping local businesses in Charlotte, North Carolina, boost their online visibility. Our experts can design your website for you or help you optimize what you already have. Contact us today to learn more!