Digital marketing has become absolutely essential for a wide variety of businesses, and Residential Care Facilities for the Elderly (RCFEs) are no exception. This is because over the years an increasing number of elderly individuals and their supportive family members have taken to the internet to find the right facility.
As an RCFE owner or operator, it is vital then to do all in your power to help ensure that your business has as much visibility as possible on search engines, particularly Google. Having strong placement on the search results pages and ranking well for as many relevant keywords as possible can help bring new residents your way before you know it. Drawing on our extensive experience with RCFEs, here are some valuable tips on how to better market your RCFE online.
Build on Online Directory Listings and Ensure Completeness and Accuracy
Having your RCFE’s information listed on as many online directory websites as possible is a fundamental step in helping to best optimize for search, particularly on the local level. There are a growing number of directory sites out there, including Google, Yahoo!, Yelp, Citysearch, Foursquare, and Local.com. Many of these sites make it quite easy to add your business information, or claim listings that are already established.
With each listing, you want to make sure that all of your RCFE’s business details are included, and consistent with what is found on the other directories. These directories are important for online searchers as well as search engines as many allow you to include a link back to your main RCFE website. As a vast majority of searches are done using Google, the most critical directory to focus on is Google Business. You’ll want to add your business listing there if it doesn’t already exist, or otherwise claim it.
Have a Modern, Mobile-Friendly Website
When those searching online click on a link to your RCFE website, you want to be certain that the website is as compelling and easy to navigate as possible. The last thing you want is for prospective residents to get a bad impression of your facility because of a lackluster website.
As your website serves as a main source of information on your facility as well as a means of lead generation, make sure that the value proposition is conveyed clearly and that there are numerous calls to action (site forms, clearly visible contact numbers) found throughout to encourage seniors and their families to reach out as soon as possible.
With a majority of searches now taking place on smartphones, you will also want to have your website be mobile responsive so that the content and overall functionality adjust appropriately based on the particular device display size.
Learn About Search Engine Optimization
When the elderly or their family members go online to search for RCFEs, they’ll be using particular search terms (also known as “keywords” or “queries”). Your goal then is to work toward having your facility display prominently on the search results pages for these relevant terms. This means having lots of unique content on the website pertaining to keywords such as “RCFE”, “Residential Care Facility for the Elderly”, “Assisted Living” and the like. As potential residents will likely be looking for RCFEs in specific areas and could use “near me” searches, it’s also important to make sure that you target keywords for your city as well as cities and towns within a 10 to 15 mile geographic radius.
Build Trust Through Online Reviews
An increasing number of people are evaluating online reviews when making purchasing decisions or deciding on a service provider. That being the case, it is part of best practices to accumulate online reviews over time. Google Reviews are particularly important, and Yelp reviews can be as well. You can also have testimonials displayed on your website itself. Positive online reviews serve as trust signals for prospects and search engines alike, as they are an indication that your business is reputable and offers quality services. Google Reviews also factor into search rankings, particularly in the “local map pack”, so the more good reviews you have for your RCFE, the better.
We hope that these tips help you improve your online marketing and bring in the new residents you’re looking for. If you’re in need of insurance policies for your RCFE, don’t hesitate to give us a call at (805) 413-5668.