Senior Living Website and Collateral
Situation
The Normandy Senior Living's website was outdated and needed a revamp to better attract and convert potential residents. The site had sparse content, lacked a clear user journey, and did not reflect the high standards of the facility. The Normandy partnered with Avanti Content Co. for a complete content overhaul and website redesign. They also tapped Avanti to draft and design collateral for their respite care program.
Challenge
To deeply understand The Normandy's audience, Avanti toured the facility and collaborated closely with the staff to grasp the nuances of each level of care and how residents typically progress through them. This effort highlighted aspects of The Normandy’s care previously underrepresented on the website.
A significant challenge was the site organization. The old website had several orphaned pages and lacked a clear content hierarchy. Avanti strategically categorized the content into three distinct levels of care with relevant subfolders, condensed unnecessary content, and removed content that wasn’t converting. This streamlined the site from 84 pages to 46, guiding users through a customer journey and encouraging them to schedule a tour.
The website redesign involved a comprehensive assessment and enhancement of its user interface (UI) and user experience (UX) elements. This process included refining the layout for better navigation, enhancing the overall visual appeal and coherence, optimizing responsiveness for various devices, and more.
Avanti also performed a thorough SEO audit to identify opportunities to boost the senior living facility's online visibility. We developed an SEO strategy to make The Normandy more competitive for high-value non-branded local search terms, such as “Memory Care Cleveland.”
Result
The Normandy's new website was launched within three months of the project's kickoff date. There was no downtime during the transition, and the site maintained its authority score and existing keyword rankings. The site continues to acquire new keywords and perform well in local search results. Users have already noted the improved user experience.
NEW WEBSITE
46 pages
with a clear customer journey
TIMELINE
3 months
from kickoff to website launch
KEYWORDS ACQUIRED
150+
within 4 months of website launch
TRAFFIC INCREASE
13.6%
more organic search traffic within 4 months
VISIBILITY
5+
SERP features earned
TRAFFIC INCREASE
48.5%
more organic traffic compared to the same period last year
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“The team listens to our needs without fail and exceeded our expectations with the finished product. I’m grateful for their attention to detail and consistent follow-up that keeps our marketing initiatives on track.”
Kim Zdanowicz
LISW, Marketing Director
The Normandy
Featured Collateral
Click below to view the respite care post card, rack card, and tri-fold brochure.
