Park House Southfield Senior Living.

How Park House Maintains 95% Occupancy with HLM.

Park House Southfield Senior Living is a warm and inviting senior living community in Michigan. They provide customized care plans, embrace individuality, and treat residents like valued family members. Park House is known for delicious, restaurant-quality meals, maintenance-free living, and fulfilling activities in a community that seniors are proud to call home.

Background.

New Community Needed a New Website and SEO Jump Start

Park House came to HLM 4 years ago with a URL and a vision for setting new standards in senior living communities. They needed an intuitive, welcoming, professional website that excited and inspired seniors and their families to request a tour. And they needed to jump-start their online visibility to attract new employees and increase occupancy - fast. HLM built a digital foundation, including a new website and local SEO strategy that is standing the test of time.

Key Strategies.

Building a Strong Digital Foundation

The senior living industry is highly competitive, especially if you are an independent community without the support of a national marketing budget. The key to securing visibility in your local market against national brands is to focus your digital strategy around local SEO. That means a website with content and content marketing that includes geo-targeting, NAP consistency across credible local directories, a fully optimized Google Business Profile, and as many 5-star Google reviews as possible. Keep reading to see how we secured Park House’s position as a top local senior living community.

Professional Website and Branding

Focus on Brand Name, Positioning, Tour Requests

The Park House website needed to attract, engage and inspire seniors and their families to schedule a tour. Website design for seniors starts with a clean UX, plenty of white space, larger text, and plenty of contrast. That combination doesn’t always translate into friendly, warm, and inviting. Fortunately for Park House, the HLM website designers, developers, and copywriters are Senior Living website design experts. The Park House website looks clean and straightforward, but many strategies went into the navigation, page layout, photos, headlines, and transitions. With an average of 2.7 page views per session and a monthly average of 30 click-to-calls and 16 form fills, the result is a website that continues to be among the top lead generators for Park House. 

Local SEO & GMB Optimization

Focus on: Brand Name, Google Business Profile, and Backlinks

At HLM, we focus our attention and expertise on local SEO because we know that most people first turn to Google and other search engines to find local businesses. We built the Park House website on our Footprint CMS, the industry’s best website platform for speed and search engine optimization. We started building Park House’s digital presence with 70+ local directory listings and backlinks, including a fully optimized Google Business Profile. This combination and a hundred other local SEO tactics send powerful trust and authority signals that keep Park House at the top of local search results month after month. In fact, their Google Local Listing alone generates an average of 146 mobile calls, 141 requests for directions, and 161 website clicks per month.