Senior housing marketing: does not having a mobile site hurt SEO?

Marketing To Seniors? Better Have A Mobile-Friendly Website

vortex-miami-mobile-friendly-web-designGoogle is known for unleashing algorithm changes that rock the worlds of web design, SEO, and marketing. Their recent update is no different, and it’s even bigger than usual. This time, its target was improving search results for people on mobile devices, and if you don’t have a mobile-friendly senior-living website, it could be hurting your rank in the search engines and ultimately sales.

How Changes at Google Impact Marketing Your Senior Housing Facility

Google’s latest update focuses on delivering better results for people on mobile devices, like smartphones and tablets. It makes perfect sense, considering Pew Research’s discovery that 74% of adults with smartphones are using them for research. At this point, even 27% of seniors own smartphones, but their children, who are likely the ones researching residences, have smartphone usage rates of up to 79%. In other words, if your business involves attracting seniors, you have to have a mobile-friendly website in order to maintain Google rankings and be seen by your target audience.

It’s also worth noting that Pew Research’s findings indicate that more than half of all smartphone users check email with their devices. If you’re sending messages to prospective residents with links back to your site to market your assisted-living facility, it must be mobile-friendly. Bear in mind, this is exactly what portals like aplaceformom.com, seniorliving.com and others do. If you’re in these directories, your clients may be abandoning your website in favor of the next one on their list, simply because it doesn’t function well on their devices.

Google has a fantastic free tool:
Check to see if your senior-living website is mobile friendly right now >

Simple Fixes to Become Google-Compliant and Raise (or Keep) Your Ranking

Since responsive websites for senior-living facilities are an essential part of a solid marketing plan, you’ll need to make adjustments if your site didn’t perform well on Google’s test or if it isn’t well-received by users.

There are two ways to go about doing this. The first, and probably best method, is to have the entire website redesigned with mobile users in mind. This allows consistency between features and a similar experience, whether prospective clients are using a desktop PC or their phones.

A more modest approach is to keep the website as-is, but transfer content over to a mobile-friendly website as well. Using this approach, desktop users will see one website, and smartphone users will see another.

Other Features Your CCRC Marketing Plan Should Include

Having a mobile-friendly senior-living website is essential, but there are a few more things your site should include. Keep the following things in mind as you evaluate your content, but remember that your message needs to be clear. You only have about seven seconds to grab a reader’s attention.

  1. Buyer-oriented keyword strategies- It’s imperative to know exactly what senior housing marketing keywords and phrases your target audience is looking for and incorporate those into mobile-friendly websites. If you’re not sure how to find this data, a company that specializes in senior-living marketing can help.
  2. Local optimization- Part of reaching your target audience involves using geo-modifiers or location-based phrases in conjunction with your keywords.
  3. Photos- People look for photos of the facility, residents being helped, and also for social activities.
  4. Evidence of a wide range of services- Menus, content, and photography should indicate that the residence is ideal for people with varying levels of mobility and that additional services can be provided as needs change.
  5. Floorplans and maps- Prospective residents use maps to help gauge services, to determine how much independence is possible, and to get a general feel for the place.
  6. Calls to action- Contact forms and relevant offers on individual pages with helpful offers are instrumental in encouraging tentative clients to get in touch with you.

Ready to take Marketing Your Senior Housing Facility to the Next Level?

At Vortex Communications, we understand the methodology behind responsive websites for senior-living facilities, because online marketing is our specialty. Working with our partner The Ehlers Group, we offer a full-range of healthcare related senior housing marketing services that can help you keep your occupancy rates up. For more information, please contact us online or give us a call at (305)667-6662.


About the author: Tom Weinkle is a founder and partner of Vortex Communications, a graphic and website design firm who offers graphic and WordPress web design, build, troubleshooting and training services along with search optimization, social media and inbound marketing services. Based in Miami, Florida, Tom has over 25 years of experience in visual communications for the healthcare, medical, law, accounting, software, financial services and banking industries

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