Improving your website on a budget

Is your community's website the last thing on your mind? Maybe it shouldn't be. More than half of all seniors and their families are using the Internet to research senior living communities, according to a Brookings Institute report.

Long-Term Living asked three experienced long-term care marketing professionals–Luke Fannon, CEO of Premier Coaching & Training, Unionville, Pa.; Seth Garber, CEO of Bild & Company; and Meghan Lublin, senior vice president of marketing and communications at Sunrise Senior Living–to share five tips for creating an effective web presence, even on a tight budget.

1. Include photos of residents engaging in your community's activities and enjoying themselves (but make sure you check the background for any unpleasantries, such as someone frowning, trash, etc.).

2. Use a web format that is scalable and easy to read. Fannon suggests using a single page with tabs.

3. Convey two or three specific messages about your community, whether it’s how you approach resident quality of life or how you’re improving the lives of caregivers. Content is king.

4. Make sure you have a proper lead-generation widget that is easy to use. If there are any other plug-ins on your site, make sure they are up to date.

5. Get a decent logo. Fannon says it doesn’t have to be fancy, just something that is clear, stylized and includes the name of your community.

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Megan Combs

Megan Combs was Associate Editor of I Advance Senior Care / Long Term Living from 2013-2018.