Every day, potential residents and their families are scouring the Internet to research senior living options. They’re looking for a website that gives them a sense of comfort, trust, and an understanding of what life would be like in your community. But what if your website dedicated to seniors is doing the exact opposite?
What if your senior living website is causing annoyance rather than assurance?
Designing a website for seniors and decision-makers doesn’t have to be boring or overwhelming. Incorporating key elements can even lead to higher conversion rates. Let’s explore everything from web design to promoting the team behind your community to increase occupancy.
The Art of Senior Website Design
In today’s digital age, a well-designed website is no longer an afterthought but a necessity.
This holds especially true for age-restricted communities. A poor senior website design can result in fast bounce rates and disengagement from potential residents and their families.
In contrast, a user-friendly website that addresses the unique needs of older adults can foster connection, engagement, and increased occupancy rates.
Common Pain Points in Senior Living Websites
Some people spend months and even years considering a senior living community. On the other hand, many people scramble to find what some might call a ‘care facility’ for a loved one following an unforeseen occasion. Another pain point to consider is that seniors may need a guide when it comes to computers, websites, and navigating it all online.
Websites must be able to walk a fine line that does not annoy, confuse, or discourage users.
A website designed for seniors is not just an online brochure for a community. It’s a vital tool for establishing credibility and trust with potential residents and their families.
Many senior living websites fall short of providing a seamless user experience. Complex navigation systems, slow page load speeds, and unclear calls-to-action often lead to confusion and frustration.
Think about something as simple as an address or a photo of the community near the top of the page. If a user is looking for senior living in their area, these factors can make that experience easier.
These issues can discourage viewers from exploring more about the community, its lifestyle options, and its programs. Lost opportunities lead to lower conversion rates.
The Senior Source Consulting Group found a Stanford University study of how people judge a website’s credibility based on several factors.
- The design and look were the most significant, influencing 46.1 percent of the judgments. This means that almost half of the website visitors form an opinion about a site’s credibility based on its visual appeal and aesthetics alone. If a senior living website looks outdated, cluttered, or unprofessional, viewers may doubt the quality of the community it represents.
- Another major factor is the information design/structure, which affects 28.5 percent of credibility assessments. A website that’s difficult to navigate, has broken links or lacks essential information can frustrate viewers and undermine their trust. Many senior living websites are guilty of these issues, offering poor user experiences that deter potential residents.
- Lastly, name recognition, or a strong social network, influences 14.1 percent. A senior living community with a solid brand and good reputation will have an advantage, but this can be undermined if the website does not reflect these positive qualities. A lesser-known provider can rise to prominence with a credible approach.
To overcome these common pain points, senior living communities should invest in professional, user-friendly website designs that reflect their brand and reputation and provide the necessary information in an easy-to-navigate format.
Principles of Websites Designed for Seniors
Senior Source Consulting Group spoke with Angela Canning, Director of Web Development for Craft & Communicate, our senior living marketing agency. Here’s what she has to say about crucial elements that make a website senior-friendly:
- On clear and readable design: “Larger fonts, clear typography, high color contrast, and a simple, intuitive layout with consistent navigation can significantly enhance readability for seniors.”
- About adding accessible features: “Websites should be keyboard-friendly and compatible with assistive technologies. Also, including descriptive alt text for images can improve accessibility.”
- Making navigation simple: “A straightforward menu structure and a search bar can simplify navigation. It’s also essential to avoid overwhelming users with excessive options. A company that owns multiple communities may mislead site visitors by providing every senior living service the company provides. In reality, not all senior living communities offer all levels of care.”
- Incorporating large clickable elements: “Larger buttons and clickable areas with adequate spacing can make the website more user-friendly.”
- Including readable content: “Use plain language, avoid jargon, and organize content into smaller sections with headings. Summaries or bullet points can also make the lengthy text easier to digest.”
Optimizing User Experience and Strategies to Convert Viewers
Beyond design, the user experience plays a pivotal role in engaging viewers.
Canning says the ideal time for users to spend on a senior living website is two to three minutes. When a user is invested in learning more, this timing can jump from a couple of minutes to 20 minutes or longer.
To entice users to stay, essential information should be conveyed within three to five seconds of landing on the page. Then focus on long-form content on your website, such as a helpful downloadable seniors’ guide or blog on what they can expect in your community, like an explanation of your services, amenities, and benefits.
In addition, optimizing images and scripts for faster loading, prioritizing information for a clean design, and ensuring mobile responsiveness across devices are all crucial elements for engagement.
Unwanted Fast Bounce Rates and How to Avoid Them
Imagine a visitor lands on your webpage, excited to find the assisted living and memory care information they’ve been searching for.
However…
- The page takes forever to load. Frustration builds as they watch a loading icon spin endlessly.
- Finally, when the page does load, they find themselves in a maze of confusing navigation. They can’t easily find what they’re looking for, and the content doesn’t seem to align with their search intent.
- To make matters worse, when they switch to their mobile device in hopes of a better experience, they’re met with a site not optimized for mobile viewing.
Overwhelmed and disappointed, they exit your website – another casualty of a high bounce rate.
Now, let’s rewrite this scenario by avoiding fast bounce rates.
- The visitor lands on your webpage, and instantly, the page loads. They’re greeted with a well-designed, intuitive interface where they can easily navigate to the information they need.
- All content is relevant and valuable, resonating with their needs and search intent.
- And when they switch to their mobile device, the experience is just as seamless.
The site is fully responsive, providing an optimal viewing and interaction experience. Pleased with the smooth, user-friendly experience, the visitor stays on the site, interacts with your content, and ultimately, converts.
This picture-perfect scenario is achievable by focusing on four key aspects:
- Improving page load speed
- Making navigation easy
- Using high-quality, relevant content
- Ensuring mobile responsiveness
By implementing these strategies, you can effectively decrease bounce rates, keeping visitors engaged and turning them into potential customers. So, if a user sticks around to browse your content, what helps turn them into a lead?
What Helps Convert Viewers into Inquirers?
Converting viewers into inquirers requires a strategic approach. Here are some practical ways to encourage users to fill out a contact form:
- Clear and Compelling Call-to-Actions (CTAs): A well-crafted CTA can guide the user to take the desired action. It should be clear, concise, and convey the benefit of your offering.
- User-Friendly Form Design: Ensure your contact form is easy to fill out. Limit the number of fields to only essential information, and consider using a multi-step form for longer inquiries.
- Offer Value: Give users a reason to reach out. This could be a free consultation, an informative eBook, or any other value-add that would entice them to engage.
- Build Trust: Display testimonials, reviews, and security badges to reassure visitors about your credibility.
Remember, the goal isn’t to keep users on your page for as long as possible but to engage them with valuable content and a seamless user experience that leads to conversions.
By understanding your audience’s needs and preferences, you can craft a webpage that attracts, retains, and converts your visitors.
Real-World Examples
Consider the case of a senior living community in Sacramento that achieved a 100 percent occupancy rate and even has a waiting list. This remarkable achievement is credited to excellent leadership and a dedicated team passionate about serving seniors.
However, their senior website also embodies many of the excellent design principles mentioned above.
Beyond design, the website effectively conveys essential information to its users, focusing on the benefits of independent and assisted living options, exceptional leadership, and a vibrant lifestyle.
The website also does well in converting viewers into potential residents. It features clear calls to action, addresses common concerns, and emphasizes the community’s achievements and awards, building trust and prompting users to explore further. Multiple contact methods and immediate assistance options are provided, offering convenience and ease for interested parties.
This is an excellent example of how a well-designed website and exceptional on-ground service can significantly contribute to a senior living community’s success.
Websites designed for seniors are a potent tool for independent and assisted living communities. It addresses the unique needs of older adults and can significantly impact occupancy rates. By focusing on clear design, accessibility, simple navigation, and user engagement, senior living communities can create a website that truly serves its users.
Discover How To Make Websites That Won’t Annoy Your Prospects
Contact Senior Source Consulting Group and Craft & Communicate to help your communities overcome bad web design and gain leads. We are dedicated to improving the customer experience for seniors and families seeking senior living.
