At Smart Girl Digital, we are all about sharing smart strategies for smart marketers. In this Guest Feature, we are excited to bring you expert insights from Katharine Ross, who shares top tips for crafting engaging senior living content. Whether you’re looking to boost engagement, build trust, or enhance your SEO strategy, these dos and don’ts will help you create content that resonates with seniors and their families.
Let’s dive in…
Effective senior living content addresses the needs of seniors and their families while painting an aspirational picture of community life.
Use these key dos and don’ts to guide your strategy, with tactical examples and takeaways inspired by our work at SeniorsGuide.com.
Dos
Leverage Storytelling
Bring your community to life with high-quality images and videos that showcase vibrant amenities, engaging activities, and heartfelt resident stories. Highlighting genuine connections – as between parents and adult children, grandparents and grandkids, newfound friendships, or blossoming romances – resonates deeply with seniors and their families. SeniorsGuide.com has seen a surge in engagement for stories about relationships, offering a unique opportunity to celebrate the meaningful bonds and “love-finding” moments that make your community truly special. By sharing these authentic narratives, you invite potential residents to envision themselves as part of your thriving and connected community.
Link to Relevant Sources
Boost SEO and build audience credibility by linking to authoritative sources. This enhances site CORE Web Vitals while supporting and validating your company’s voice in the minds of discerning consumers.
Focus on User-Centered Content
Create content that directly addresses what’s on the minds of seniors and their families. Use storytelling to highlight real-life scenarios, such as transitioning to assisted living or exploring whether it is time for memory care. Authentic, relatable content builds trust and credibility.
Example: The article “How to Talk to Your Parents About Assisted Living” provides practical advice for adult children facing role reversals with aging parents, offering empathetic guidance on initiating these sensitive conversations.
Optimize for Search Engines
Use relevant keywords, metadata, and alt text to improve visibility and meet WCAG accessibility standards, which is especially important for our industry.
Include Calls to Action (CTAs) Beyond Scheduling a Tour
Guide your audience with actionable steps, such as downloading a guide or watching a video. Clear, well-placed CTAs provide a seamless user journey and increase engagement metrics, which enhances SEO.
Example: Articles like “3 Resolutions You Can Stick To” conclude with actionable advice, encouraging readers to implement practical changes, effectively serving as a subtle CTA.
Don’ts
Overload with Information
Break complex topics into digestible pieces and use subheadings, bullet points, and infographics for clarity. Stay away from too much jargon and be succinct.
Neglect Mobile Optimization
Many families research senior living options on their smartphones. Ensure your website and content are mobile-friendly, with fast load times and intuitive navigation.
Example: SeniorsGuide.com features a responsive design for seamless accessibility.
Avoid Pricing Discussions
A lack of pricing information provided by community websites encourages people to seek that information elsewhere.
Use Generic Messaging
Replace vague phrases like “we care for your loved ones” with specific examples, such as personalized wellness plans or memory care programs.
Hard Sell
Senior living decisions are deeply personal and often emotional. Focus on providing helpful, empathetic content rather than aggressive sales pitches. Build relationships first; conversions will follow.
Conclusion
By following these guidelines, you can craft content that resonates with seniors and their families, building trust and fostering meaningful connections.
Thoughtful, engaging, and compassionate storytelling paired with practical guidance will position your community as a supportive, welcoming place where seniors can thrive.
Remember, the goal is to inspire and inform – guiding families through a challenging decision-making journey with authenticity and care.
Meet the Author
Katharine Ross is the President of SeniorsGuide.com with over 20 years of experience in Senior Living. She loves learning, and sharing her knowledge along the way. She’s passionate about shining a light on best marketing practices, and job opportunities in the senior living space so we can all Serve Seniors Better!