Heritage Senior Communities

Senior Housing Case Study

Strategic Web Design + SEO Strategy Push Local Senior Care Provider To The Top of Search Engine Results

Overview

When it comes to digital marketing, it’s easy to get lost in the details. With all of the new technologies and strategies out there, many companies forget to start with a solid foundation. It’s important for all of us to remember that no digital marketing effort can make much of a difference if you don’t have the foundation to support those efforts and the growth you’re looking for.

This case study shows how Evenbound helped one local senior care provider develop a beautiful, functional, and well-organized website, that, when combined with our intuitive SEO strategy, formed the foundation for their company’s future growth.

Our strategy delivered the following results:

Increase in Organic Traffic

%

Increase in New Users

%

Increase in Sessions

Background

Heritage Senior Communities is a fourth-generation, family-owned and operated company dedicated to bringing quality senior housing and licensed assisted living to families in Michigan and Indiana. Heritage Senior Communities (HSC) provides an exceptional range of services to their residents, ranging from luxury amenities to specialized care for residents with dementia.

When HSC came to Evenbound, they had a huge, outdated website with a tangled page structure. Their current site wasn’t accurately showcasing the quality of their facilities and care, wasn’t speaking to their ideal audience, and wasn’t ranking well in local search engine results.

The Challenge

Reorganizing and Optimizing a Tangled Website to Deliver Quality Results

The biggest challenge in the HSC website project was the massive size of their website. HSC owns more than 16 senior communities and assisted living centers, and needed quality content for each, while still providing a cohesive, branded look for their company as a whole. A key challenge came in organizing information in a way that made sense both to users and to search engines. An added challenge came in developing original, optimized content for each facility to ensure that the website wasn’t penalized for duplicate content, and to help each unique facility rank appropriately on search engines in its own right.

Finally, HSC has the unique challenge of working directly with their senior residents as well as the children of their residents who are guardians and arrange care. The new HSC website needed to be able to speak effectively to both groups, each of which has different concerns and priorities when it comes to HSC’s offerings.

The Evenbound Strategy

Developing a Solid Foundation With Advanced SEO and Functional, Growth-Driven Design

Extensive Keyword Research

Search Engine Optimization

Inbound Website Design

Intuitive Page Architechture

Conversion Optimization Tools

The Evenbound team dove right in to the HSC website project, starting with two key priorities: 1) keyword research, and 2) page architecture. The new HSC website needed to rank well, and we needed to be careful about how we structured the new site to ensure that both website users and search engines could make sense of its many pages and components.

Finally, HSC has the unique challenge of working directly with their senior residents as well as the children of their residents who are guardians and arrange care. The new HSC website needed to be able to speak effectively to both groups, each of which has different concerns and priorities when it comes to HSC’s offerings.

  • Completed in-depth keyword research.
  • Developed a new, logical and easy-to-browse page architecture that would resonate with readers and search engines alike.
  • Created detailed buyer personas to address HSC’s two distinct decision-makers.
  • Developed page content that spoke both to residents and to the children or guardians of residents.
  • Developed unique mini-sites for each HSC community, optimized for local search and complete with original content.
  • Optimized web functionality for ultimate user experience.
  • Integrated an “increase text size” feature for those with impaired vision.
  • Implemented conversion tools like CTAs, subscribe buttons, landing pages, and intuitive lead capture forms.
  • Ensured high quality on and off-page search engine optimization.
  • Launched a newly designed and optimized website that accurately reflected the HSC brand.

At the end of our web redesign process, HSC was presented with a brand new website that accurately reflected the quality care and service they provide their residents. The new site is quick and responsive, features simple navigation and intuitive, user-friendly design. Take a look at the images below for a look at the transformation the Evenbound team was able to deliver:

HSC Website Before

HSC Website After

Just as important as its design, the website now serves HSC well by ranking highly for local search terms and relevant keywords their target audience is likely to search for. Not only is the new HSC website a lead generation tool, but it’s also a genuine resource for senior citizens in the area, answering top questions they have about healthcare, senior communities, and assisted living facilities.

The Results

A Growth-Focused Foundation Drawing in the Right Traffic and Results

Evenbound continues to provide ongoing SEO support, website management, and social media promotion for HSC. Since the launch of their new website, HSC has seen the following results:

%

Increase in new users

%

Increase in sessions

%

Increase in organic traffic

These results point to the overall success of this fully revamped website. When we started working with HSC, they had an average monthly organic traffic metric of 3,759 visitors. Today, they average more than 17,000 visits from organic traffic every month. But, the best reflection of this new website’s success is how well HSC is ranking for relevant keywords and search terms.

For example, HSC’s blog post The Dangers of Summer Humidity for Adults With High Blood Pressure is ranking on the first page of search results for a number of related keywords, and is also highlighted as a snippet on the first page of Google search results, offering HSC exceptional visibility in those audiences they’re hoping to target.

This blog alone has delivered the following results:

    • 14,095 page views in just one month
    • 21,923% increase in page views in the last year
    • 5:47 minutes average time on page
    • 19 first-page search engine rankings

    From just one page, HSC is seeing nearly 14,095 visitors a month, thanks to its first-page ranking for more than 19 relevant keywords. What’s more, people are actually sticking around to read and engage with this content. With an average of nearly 6 minutes on-page, HSC’s ideal audience is taking in information and staying on the site, increasing the likelihood they convert to a lead.

    All of this digital exposure and success wouldn’t be possible without the solid, growth-focused foundation that is HSC’s new website. Evenbound’s SEO strategy has enabled it to perform on search engines and to rank for relevant local and strategic keywords that will draw in the leads that HSC wants most. HSC now has the digital authority they need to stand apart from local competition and their website is working to draw in  traffic and leads they can convert to sales.

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    Serious Results. Serious Fun.

    At Evenbound, we’re all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it. 

    Contact

    hello@evenbound.com
    616-215-0626

    41 Washington Ave. #390
    Grand Haven, MI 49417

     

    Stay Connected 

    Serious Results. Serious Fun.

    At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it. 

    Contact

    hello@evenbound.com
    616-215-0626

    41 Washington Ave. #390
    Grand Haven, MI 49417

    Stay Connected 

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