1. Map of your service area

The first and most important thing you need to add on your website is the map of your business location. You might have noticed that businesses often add their physical location’s maps on their websites. Your business’ location is added on GMB (Google My Business), right? But that’s not enough. You need to add your business’ map location to your website to not only benefit your search engine optimisation (SEO), but it’s crucial that if someone is looking for a care company, they know you service a specific area. If not, they’re gone and on to a competitor who’s made it clear.

2. A strong “About Us” page

Another crucial thing a senior care company website needs to have is, well-written & strong about us page. “About Us” is the main page people will visit to know more about your business. For senior care companies, it’s where you need to establish trust. By showing your unique selling proposition, your offer, the story about your brand, photos of the team, and awards and recognitions, you are putting yourself in a good position to win new clients’ trust.

The About Us page is important because when new users come to your website, they aren’t just interested in the service you offer, they want to know about your brand as well and be able to trust you to take care of their loved ones. This page allows you to stand apart from your competitors and help you improve your brand image. People love stories. Do some storytelling to make it attractive and engaging.

3. On-Page Local SEO

When it comes to enhancing website visibility, SEO is so important. No matter how beautiful and attractive a website you have, if SEO is not implemented properly, you will see little to no organic search traffic and users. SEO can be divided into two main types – on-page and off-page. You need to maintain the ideal balance between both. Before you get started with off-page, make sure to have a strong on-page SEO score. Off-page is best done with a professional agency.

On-Page Local SEO includes optimised titles, descriptions, high word content, internal linking, local keyword research, site speed, and more. Neil Patel offers a great on-page SEO review here. Among various on-page factors, content is the most important one. If you lack a proper local keyword content strategy you should not expect immersive SEO results. This includes textual as well as visual content filled with keywords that you want to show up for when they’re searched. Think “Alzheimer’s Caregivers {Your Location}” or “Caregiver Agency {Your Location}”. Your location needs to be next to the core keyword so you don’t compete with a company that services nationally and would rank for just “Alzheimers Care”. On-page optimization helps search engines (like Google, Yahoo, Bing, etc.) understand what you’re all about, and the local aspect is very important for senior care businesses that only service certain areas.

4. Images showing the team in action

People connect with people. Another way you can set yourself apart from the rest of your competitors is by adding images showing your team in action. It’s all about how you connect with your website visitors. When you humanize your website by showing the faces of the team, this makes it easier for your website visitors to connect and trust. Apart from a strong about us page, showcasing a team image can also improve your business’ brand image.

Photos should be smiling faces and ideally also include seniors you’ve worked with as well. This will improve the trust factor users need from you in order to turn into customers.

5. Social proof

The days of not having multiple social media accounts as a business are over. As a senior care company, you might be providing the best service, but what if no one knows about it? This is when social proof comes into play. Some examples of social proof are reviews, testimonials, and photos from customers that you can include on Google My Business, Facebook, LinkedIn, Instagram, and more. 

92% of customers read online reviews and testimonials when considering a purchase, so it’s crucial you are always up to date. When people find positive reviews of any business, it helps to build trust and they are easier to convert. However, don’t run after fake reviews! They are quite easy to identify. Fake reviews may seem a quick win, but they don’t add much value and can even hurt in the long run. Therefore, focus on a long-term plan and ask for a review from all of your clients at least 30 days into the service. Then, publish them everywhere!

6. Your phone number

The number one thing any senior care company wants from their digital marketing is a phone call from a potential lead. Contact form fills are great, but by the time you are able to speak to a lead they may already be speaking with a competitor. You need to be fast and effective selling on the phone should always be your number one sales process.

Typically when someone comes to a website and the goal is for them to give you a call, your phone number should be big, bold, on the top right of your website, and sprinkled through your pages. Better would be if the color is different from your brand colors so it easily stands out as well. Let people know what they get when they call you as well! Tell them to “Call and speak with a registered nurse”, or “Call for a free assessment today”.