6 Strategies to Build an Audience for Your Nursing Home Website
Updated: Jun 28, 2019
Did you realize there are over 15,000 nursing homes in the United States? If you own or manage one of these nursing home facilities, finding a way to attract more clients should be your main concern. Since this industry is highly competitive, you will have to use marketing savvy and technology to spread the word about your facility.
One of the best tools a nursing home has when trying to attract more attention is a well-built website. Some nursing home owners and managers think that once a website is in place, all they have to do is sit back and wait for leads to start rolling in. In reality, you will have to work on building an audience to start generating leads.
Here are some simple yet effective strategies to use when trying to build an audience for your nursing home website.
1. Relevant Content is Vital
As any nursing home marketing business owner worth their salt will tell you, content is one of the best ways to engage modern consumers. People who are searching for nursing homes want to know information about how a facility is ran. They will also be looking for more generic content about how to move their elderly loved one from their existing home to a facility like yours.
Crafting content that is both engaging and informative is essential when trying to build an audience. This content should feature both inbound and outbound links, as well as popular keywords. If you are unsure about how to develop this content on your own, working with marketing professionals can be beneficial.
2. Engage With Consumers on Social Media
Once you start to post blogs and other content on your website, promoting is the next logical step. Failing to inform consumers about this content will make it difficult for them to find. Unless you have been living under a rock for the past few years, you are familiar with the popularity of social media sites like Facebook, Snapchat and Instagram.
Using the popularity of these websites to your advantage can help you increase the traffic to your nursing home website. Developing a following on social media and promoting your website blogs and content can help you grow your customer base substantially.
3. Putting Video Content On Your Nursing Home Website
While blogs and social media content can help you build an audience, you will need more than that to hold a consumer’s attention. When people go out in search of a nursing home facility, they want to see details about what is being offered. Blogs about the amenities your facility are great, but nothing beats the power of video.
Creating a walkthrough tour video of your nursing home facility and putting it on your homepage is an essential part of building an audience. As you probably know, modern consumers have a very short attention span. This is why you will see more leads created from a short video than you will a 1,000-word blog.
4. Consumers Want Social Proof
Managing the online reputation your nursing home has is something you should view as a priority. One bad review can make it difficult for you to build a following and increase the number of quality sales leads your nursing home website generates.
If you are trying to get out in front of bad reviews, the best way to do this is by showcasing the positive reviews you have received on your website. Putting these reviews on your homepage will help you establish instant credibility with people.
5. Guest Blogging Can Be Beneficial
Developing an effective and smart linking strategy is essential when trying to drive traffic to your website. While putting inbound and outbound links in your content is beneficial, you need to take this one step further. Developing your own backlinks is easy when guest blogging on reputable websites.
Often times, you will need to hire a guest blogging service to help you with this work. For a reasonable fee, you can get access to tons of guest blogging sites and get great content written without having to lift a finger.
6. Make Sure Your Website is User-Friendly
You have one chance to make an impression on a first-time visitor to your nursing home website. If your site loads slowly, is not responsive or glitches, it will be impossible to create leads. Instead of viewing your website as something you set and forget, you need to focus on updating and optimizing it on a regular basis.
Working with an experienced web designer can help you find and fix website functionality issues in a hurry. If your website is easy to use for both desktop and mobile users, it will be much easier to grow your audience.
Marketing Success Isn’t an Overnight Thing
Some business owners think that with a few blog posts, they can obtain search engine dominance. In reality, the fruits of your marketing labor may not reveal themselves for months. Instead of getting impatient, you need to stay the course and work hard to build an audience.