Meeting Your Online Audience

Transcription

1 Meeting Your Online Audience How to Develop and Maintain a Valuable Website Presence Connie Parsons, COO IlluminAge Communication Partners connie@illuminage.com Your Audience Online 82% Seniors (65+) 87% Adult Children 46% Seniors 65% Adult Children 46% Seniors 60% Adult Children 53% US Adults Eight in Ten Caregivers 88% look online for health information, outpacing other internet users on every health topic included in our survey, from looking up certain treatments to hospital ratings to end-of-life decisions. Explore Learning Objectives Best practices for senior living website design, content and functionality Practical steps you can take to improve search engine rankings. The expanded d role your website can play in nurturing your relationships with referral sources and families. 1

2 Good Design Colors and contrast Fonts and font size White space Graphics Mobile Is Here 85% of US adults own a cell phone 53% of those are smartphones (Internet) 35% over 45 own a smartphone 30% of client web traffic Mobile Design Establish priorities Simplify graphics Stack content Readability Tap-ability Same website! Keep It Fresh Website Content Primary services Amenities News & Activities Story & Team Testimonials Photo gallery Next steps 2

3 Need sample w/story & team Content sample 1 Content sample 2 Next steps Copywriting Copywriting samples A page stands alone Internal linking Easy to read Dumb it down Concise Headings / subheadings Bullets 3

4 A photo IS worth a thousand words Photo Sources Quality and size samples Your Own Professional Staging People Keep them fresh Stock Wide selection Search time Use by others Stock and Your Own Photo samples 4

5 Results of Good Content Easy to use Great first impression Subject matter expert A relationship the next step! And search engines Website Optimization Organic Search Engine Optimization Local Search Engine Registration Paid search and ads Organic Search Optimization Meta data Content Inbound links Meta Data 5

6 How Content Relates to SEO Keyword density words on the page help search Current content considered more relevant More pages optimize for more terms Worthy of valuable links and shares! And Engages your visitors (photos too!) Supports your position as a SME Copy for SEO words One key phrase per page Used in first sentence Used through page SEO MOZ tip 2-3 times on a short page; 4-6 on a longer Include Geographic terms throughout Image source Keyword Research Content Inbound Links Trustworthy Popularity Relevancy Content 6

7 Local Search Geographically driven Includes a map Ability to update your listing Linked to your Google+ page Benefits of Organic SEO Return on activities that help your audience Content involved differentiates you Avoids costly paid search campaigns Avoids costly paid search campaigns Long-lasting effects 7

8 Start a Relationship Start a relationship Contact information Calls to action Blogging marketing Social media Contact & Calls to Action! Leverage Your Website Publish to your blog Create a library of resources Distribute across multiple platforms Drive traffic back to your website Tip! Your Blog and Online Marketing Webinar You ve Got Mail! URL Page Name & Heading The Wellness Program: Key to Active, Independent Senior Living Title Tag Wellness Program, Active Independent Senior Living Seattle, WA Description Tag At Horizon House, where active, independent senior living is a way of life, our Wellness Program is key to helping residents achieve their goals. 8

9 Marketing Facebook Basics This is not your father s Facebook. It s your grandfather s. Page name Facebook URL Images Profile (180 x 180) Cover (315 x 851) Expectations Posting with Gusto Timing Visuals Tagging Likeability Questions Back to your website for more! 9

10 Be Someone I Like Content Is King Newsletters / Activities Calendars / Menus Special Events / Renovations / New Programs Blog It! A photo is worth a thousand words! Today We Covered Relationships Grow Business Best practices for senior living website design, content and functionality Practical steps you can take to improve search engine rankings. (Reduce or eliminate dependence on paid search and Yellow Page advertising.) The expanded role your website can play in nurturing your relationships with referral sources and families. A Moving Target 10