Data from the Pew Research Center shows that technology use by seniors is rapidly increasing. Surveys conducted in 2021 revealed that 96 percent of people age 50 to 64 use the internet, as do 75 percent of seniors age 65 and older. Indeed, seniors are online for entertainment, socialization, news, and research. With this in mind, it is more important than ever for continuing care retirement communities (CCRCs, also called life plan communities) to have a professionally designed, user-friendly website and a robust internet presence.
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The ideal CCRC website
A CCRC’s website is often the first impression a would-be resident has of that community, so it is critical that your site is visually appealing, easy to use, helpful, and engaging. Let’s take a look at some of the website elements that can ensure that first impression is a positive one.
Clear navigation and formatting
When you visit any website, you want to be able to quickly find what you’re looking for. A CCRC website should have navigation and hyperlinks that make it simple to know what to click to find the information a visitor is seeking. It also should use an easy-to-read font in a point size that is large enough for older eyes. Be sure to include section headings and subheadings in your copy to make the site easy to scan for the desired information.
Mobile-friendly
Pew data from 2021 found that 83 percent of people age 50 to 64 have a smartphone, as do 61 percent of those age 65+, and roughly half of people in these age groups also have a tablet (like an iPad). For this reason, CCRCs must consider that their website visitors are more likely than ever to be viewing their site on a phone or tablet. With this in mind, developing a CCRC website that is easy to view and use from a mobile device (also referred to as a “responsive” website) is crucial.
>> Related: Seniors Using Technology and Social Media More Amid Pandemic
Authentic photography
A picture is worth a thousand words, but stock photography won’t cut it when it comes to creating a helpful, insightful CCRC website. Prospective residents want to see what your campus looks like, so your website should include numerous current photographs. It is worth the investment to hire an experienced professional photographer to take up-to-date photographs of your facilities and residents. Those same images can be repurposed for printed marketing materials and in social media posts as well.
Virtual tours and videos
Along this same vein, virtual tours and videos can provide prospective CCRC residents with an even better feel for your campus and amenities. An experienced videographer, such as The Vectre, that will shoot video and then edit as needed, is worth the money for this task. Various residence layouts, dining venues, and other campus highlights are among the locations to consider for creation of virtual tours and videos.
>> Related: The CCRC of the Future: Technology
Educational information
Visitors to your website want to learn about your community, so one of your key website objectives is to educate them. Helpful information on contract types, what distinguishes CCRCs from other senior living communities, and, most important, what sets your community apart from other CCRCs can prove valuable in attracting new residents. In addition to helpful webcopy, resident testimonials, and blog posts, you can enhance your site by including supplemental materials like downloadable whitepapers, case studies, and eBooks. (Note: CCRCs that are myLifeSite customers have access to our Resource Library, which contains a wealth of shareable educational materials.)
Calls to action
Once a visitor has come to your site and viewed the information they are interested in, they need to be able to easily take the next step with strategic calls to action. One common call to action is the “contact us” link. This typically allows the site visitor to reach out to an actual human via phone or email, or it might be a short online form, where you can gather basic information like name, phone number, and email address in order to get additional information. Other calls to action could include “learn more” links, “Are you a good financial fit?,” or various downloads of educational materials, as discussed above.
Pricing information
To include pricing details on your CCRC website or not to include pricing information — that is the question. This is a somewhat hotly debated topic among CCRCs. On the one hand, some CCRCs want to be transparent about what it costs to live in their community so people can determine if it is in their budget or not. (Incorporating myLifeSIte’s MoneyGaugeTM tool on your CCRC website can help prospects answer this affordability question.) Other communities worry that posting detailed pricing information might scare off would-be residents. Ultimately, this is a business decision that each community must make for themselves.
>> Related: Senior Living Pricing: Snapshot of Average Cost of Senior Living
Lead generation and qualification
As part of the pricing information debate, it is important to consider that your website should serve as a lead generation and qualification tool. Site visitors who fill out online forms to provide their personal information are of course one way to generate leads, but there also are ways to determine if a lead is a qualified lead. Including a customized version of myLifeSIte’s MoneyGaugeTM tool on your CCRC website enables your site visitors to get a preliminary assessment of lifetime affordability, and allows you to securely capture relevant personal information for your sales team’s use. MoneyGauge saves both parties valuable time on the front-end and helps you connect with prospects who are a good financial fit for your community.
Maximizing your CCRC’s web presence
As you can see, a website that is thoughtfully designed can be a valuable tool in your CCRC sales and marketing toolkit. In addition to the tips above, you’ll want to be sure your webcopy is rich with relevant keywords to boost your search engine optimization (SEO), increasing the likelihood that your site will appear in prospects’ search results. (P.S. A blog is one great way to accomplish this!)
Also, be certain that you are maximizing your social media presence since more and more seniors are using sites like Facebook, YouTube, and Instagram. Posting interesting, engaging content on your social media pages, which includes links back to your community’s website, is a great way to connect and stay top of mind with would-be residents.
>> We invite you to learn more about how MoneyGauge can benefit your prospects and your sales pipeline by scheduling a free demo today!
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