Senior Living Marketing

Website Design & Feel for ABA Services

A well-designed website for Applied Behavior Analysis (ABA) services is essential to create a welcoming, professional, and user-friendly platform for families and caregivers seeking support. The design should combine modern aesthetics with functionality, ensuring it resonates with the sensitive nature of ABA services while providing easy access to resources, scheduling, and contact information.

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Empathy-Driven Design

‍Incorporate soothing colors, clear fonts, and inclusive imagery that appeals to families and individuals navigating ABA services.

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Intuitive Navigation

‍Provide a logical menu structure that makes finding information effortless, with clear calls to action for inquiries, resources, and appointment scheduling.

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ADA Compliance

‍Ensure accessibility for all users, including those with disabilities, by incorporating screen-reader compatibility, contrast options, and user-friendly layouts.

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The Beauty & Functionality of an ABA Services Website

Striking the right balance between aesthetic appeal and functional design is critical for ABA websites. Families often search for ABA services during challenging times, making it important for the website to feel both professional and comforting.

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Visual Storytelling

‍Use images and videos of success stories, testimonials, and your team in action to build trust and credibility.

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Interactive Tools

‍Include features like online assessments, FAQs, and appointment booking tools to enhance user engagement.

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Resource Accessibility

‍Create a well-organized resource library to help visitors easily access articles, videos, and other educational content.

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Security & Compliance Needed for an ABA Website

Given the sensitive nature of ABA services and the data collected, ensuring your website is secure and compliant is non-negotiable. Breaches of security can compromise trust and violate privacy laws, such as HIPAA.

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HIPAA Compliance

‍Implement secure forms, encrypted communication channels, and protected databases to handle personal health information responsibly.

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Security

‍Conduct periodic reviews and updates to identify and address vulnerabilities. Utilize SSL certificates to protect user data during online interactions.

Speed & User Experience of an ABA Website

Fast load times and seamless user experiences are vital for retaining visitors and reducing bounce rates. A slow or clunky website can drive potential clients away, reducing trust in your services.

Enhancing Speed & UX:

• Optimized Performance: Use lightweight design elements, compress images, and employ caching to improve load times.
• Simple Navigation: Streamline the user journey with well-structured menus and easily accessible information.
• Interactive Features: Add tools like live chat or virtual consultation booking to improve visitor engagement.

Making Your ABA Website Mobile Friendly

With most users browsing on mobile devices, a mobile-friendly design ensures that your website is accessible and functional for everyone, regardless of their device.

Mobile Optimization Strategies:

• Responsive Design: Ensure the website automatically adjusts to different screen sizes and orientations.
• Touch-Friendly Interfaces: Incorporate large buttons, easy-to-read fonts, and simple navigation for touchscreens.
• Mobile-Specific Features: Highlight features like click-to-call, mobile-friendly forms, and location-based service details.

Adapting to Design Data

Design should never be static. By analyzing user behavior and website performance, you can refine your website to meet the evolving needs of your audience.

Data-Driven Design:

• Analytics Integration: Use tools like Google Analytics to monitor page performance, user flow, and engagement metrics.
• A/B Testing: Experiment with different layouts, headlines, and calls to action to identify what resonates best with visitors.
• Continuous Improvement: Regularly update the site based on feedback and data insights.

Scalability of Content Is Crucial for ABA Marketing & Resources

As your ABA practice grows, so should your website's ability to house and organize a wealth of information and resources. Scalability ensures your site can evolve alongside your services.

Strategies for Scalable Content:

• Dynamic Content Management: Use a robust CMS to easily add new pages, articles, and resources without extensive redesign.
• Category-Based Resource Organization: Organize content by topic, age group, or service type for easier navigation.
• Educational Blogs and Videos: Regularly publish content that highlights your expertise and provides value to current and prospective clients.

By following these strategies, your ABA website can serve as both a marketing tool and a valuable resource for families seeking care.

Introduction To SEM

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Here is the big difference between SEO and PPC - ABC and 123. SEO, or search engine optimization, is when you organically rank for something (such as us, a marketing company, ranking for "Senior Living Marketing"). PPC refers to paying for each click on your ad. Why would anyone one want to pay for a click when you can get them for free with an SEO strategy? As a leader in the senior living marketing space you know there's nor real free lunch. Marketing organically is a long-term game. It requires a solid foundation, extreme focus, and valuable content to rank. How much focus and effort does it take?

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We are pretty practical at MD Marketers. If you want to rank for "Best Senior Living in Las Vegas" search it. Click on the #1 organic result. Does your webpage cater to the search term better? Is your technical SEO stronger than theirs? If not, we can help. SEO takes time and requires expertise in both the industry and SEO. PPC isn't a bad platform by any means. PPC involves paying Google or Bing per click to put you at the top of the search results almost instantly. PPC can be a powerful tool to quickly increase visibility while finding a cost per acquisition. Whether a campaign will be profitable shows fast and shows clearly with PPC campaigns.

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When it comes to marketing your senior living facility the best strategies include both SEO and PPC. Do you have room for one more acronym? SEM. Search Engine Marketing is a strategy where you deploy both PPC and SEO to maximize visibility and attract more potential residents.

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SEO for Senior Living Communities

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Catering to your target is important in marketing, SEO especially. Let's say you want to market your centers services and amenities. You can create a specific landing page for each target. For example, a page on memory care or Christian facility could rank for keywords such as "senior living care near me" and "Christian based retirement home near me" respectively. You WILL NOT be able to rank both of those words to the same page. Many senior living facility owners believe they can rank one page (usually the home page) for several search terms. This strategy is not sufficient. Your SEO strategy should include terms like “luxury senior living,” “affordable assisted living,” and “senior care near me.” These search terms should be tied to specific pages. This will start to build an intentional marketing strategy that brings results.

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SEO is also great for inquiry-based searches. This means families are looking for an answer to a specific concern rather than directly searching for senior living communities. Someone might search for “how to choose the best senior living community” or “signs it’s time for assisted living.” You must include this in your SEO strategy to attract those who don’t yet know that your community is the answer. This page should address their specific concerns and links these concerns to relevant pages. Some will approach inquiry based keywords with FAQs. It can be a good strategy, but keep in mind that each page should be dedicated to one group of keywords. Another strategy is creating blog posts or guides. For example, search "How to choose the best senior living community" and see what the search results look like.

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PPC Campaigns for Senior Living

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Campaigns can be broken into either a service-based campaign or a problem-based campaign. When marketing a service your ad should focus on the specific service you offer using the visitor's verbiage (E.g. assisted living, memory care, etc.). These ads should lead to the corresponding landing page. Something to keep in mind is higher cost services will likely come with a higher marketing cost. PPC works on a bidding platform and you're bidding with your competitors. If you know that the search term "luxury senior living" is likely worth more than the average key term - so do your competitors.

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We suggest breaking down bids by keyword intent. It could be worth twice as much to bid on a keyword such as "senior living near me" vs "What is independent living?". One indicates a transactional intent. It will take less clicks to convert a lead making it easier to budget a higher cost per click. If you are dealing with an inquiry based key term it can take many more clicks to convert into a lead. It doesn't mean the keyword is useless, but our bid strategy needs to take that into account. Too many marketing companies ask, "what is our max cost per click", which is is not an effective strategy.

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Ad Copy & Landing Pages

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Your landing pages and ad copy are just as important as the bidding and the keyword strategy. Ad copy attracts clicks. If you notice you have a lot of impressions (the amount of people that have seen your ad) relative to clicks, then you know your ad needs work.

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If you are in this boat here are a few points to keep in mind

• Check your keyword list. Are you bidding on the right keywords?
• Are you marketing the highlights of your senior living center?  
• Do you have a strong call to action such as "Call Our Senior Living Experts 24/7"

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Once your clickthrough rate (CTR) is high we can make sure the click to lead ratio is where it needs to be. Keep in mind, the best way to convert visitors is a dedicated landing page that corresponds with their search term. For example, an ad about luxury senior living should direct visitors to SeniorCommunityName.com/luxury-senior-living. You are then able to cater the feel, language, and offer to the search term the visitor used. Focus solely on that service, eliminate ALL OTHER irrelevant information, and offer a clear call to action (e.g. schedule a tour).