Answering Digital Questions #1 and #2 from AAHSA
This is the first blog in the 5-week series focusing on the digital questions we received at AAHSA. We will have two answers each Wednesday, so check back or sign up for our blog emails so you don’t miss all the great content on the GD blog. Read the original post with all 10 questions.
Q1: Are communities sharing more via their web sites? If so, how much is too much?
(Answered by Janel Wait, Director, Digital Services)
There is no doubt that selling a senior living community is a personal sell, and the opportunity for a prospect to see firsthand what it’s like to really live at your community is priceless. However, the world is changing, and both adult children and prospects are going to continue to demand more web content. In the world of senior living, and I might be going out on a limb to say this, it’s time for communities to embrace the opportunity web sites provide to share more. It’s time to engage users and create compelling stories that inspire web site visitors to put you at the top of their list of communities they will visit, based solely on what they can learn online. In fact, I would tell you to put more on your web site rather than less. Especially if you’re targeting adult children who are looking for assisted, skilled or memory support for parents or loved ones. Senior living communities that don’t create a solid first impression or put enough on their sites will miss the opportunity to make the short list with this time-crunched audience.
Okay, so back to the question: Are communities sharing more via their web sites? Yes, I’m starting to see a shift here. Some communities are really sharing it all, basically opening up an online community for prospects and ACIs to see everything that is happening at their communities. But some are still hesitant to “share too much.” Don’t be. We recommend adding more testimonials, more video to build credibility, pictures from activities, sample floor plans and fresh content on a continuous basis.
And how much is too much? I think financial information is probably still a bit much for the Internet, because of the many different options our communities can provide residents based on living arrangements and services needed. Also, any confidential resident information should not be open for public consumption via the web.
I would love comments on what you think about this, as I know there are definite opinions on how to strike the right balance.
Q2: What do I need to do to add Google Analytics to my web site?
(Answered by Emanuel Walker, Senior Digital Producer)
No matter how large your web site, it’s very useful to be able know how many visitors are coming to your site, how they find you, what they do when they get there, and whether or not they fill out an information request form.
GlynnDevins utilizes Google Analytics for our client sites. If you don’t already have another form of web measurement (Web Trends, etc.) on your site, we recommend you add the Google Analytics code to your site, so you can start gaining insight into how your site is performing.
And did I mention that Google Analytics is free?
Google has put together a simple, step-by-step guide to add Google Analytics if you have a webmaster on staff to manage your web site. If you outsource your web site, contact your web provider and ask them to set this up for you. Or you can always contact us here at GlynnDevins, and we’ll be happy to answer any questions you may have.
Click here for the step-by-step guide and look forward to all the great research you’ll have at your fingertips in the very near future! By the way, if you ever have questions on what to measure, let us know — we’re happy to help.
