Your ultimate goal as a home care company owner is to ensure the highest possible quality of care to those you serve. You work hard to find and train exceptional care staff. You’ve developed a brand and image you want to portray to your target audience. Yet you may be missing one key component: effectively communicating all of this on your agency’s website. And this crucial misstep could be sending those in need of care to your competitors.
Research shows that 76% of consumers look at a company’s online presence before reaching out to them. And if your website isn’t appealing to consumers, 38% of them will simply leave your site and move on to another.
So how can you ensure that your website reflects the high quality of your services, leading those in need of care to take the next step and reach out to you? There are several strategies to accomplish this.
Make Sure Your Site Has Visual Appeal
A recent study revealed that you have a mere 50 milliseconds (that’s just .05 seconds!) to make a good first impression on your website’s visitors before they make the decision on whether to stay on your site or go somewhere else. Those who participated in the study explained that they’re looking for a simple, familiar design that meets their expectations.
So with that in mind, you want to create a home care website that captures and retains the attention of your visitors without overwhelming them. Your site should include photos that speak to your visitors about how your home care company will have a positive impact on their lives. A good place to begin to accomplish this is by developing a client persona. This simple exercise has been shown to increase the effectiveness and ease of use by as much as two to five times for your target audience.
Yet visual appeal in and of itself isn’t enough to keep your visitors on your site long enough to take action. It’s just as important to think through your content strategically. Does it resonate with visitors from their perspective, or are you speaking from your own point of view? Having a motto for your company is wonderful; but how does it solve someone’s problems?
Seek the opinion of someone outside of your company by asking them to read through your content with a fresh pair of eyes. See if your content makes sense to them and would lead them to reach out to you for help if needed.
And there’s still more needed to ensure your brand and commitment to excellence shine through.
Pay Attention to Your Navigation
Your website’s navigation needs to be intuitive and user-friendly, so your visitors will be able to quickly and easily find the information they need. For instance, your home page should be used as a funnel to provide easy access to the relevant interior pages of your site.
In addition, your home page should ideally include these ten top navigation recommendations:
Set your navigation up horizontally across the top of the page, or vertically down the left side of the page.
Include a sticky main navigation bar (meaning it stays visible as the user scrolls down the pages of your site).
Utilize only common, easily recognizable symbols on your site (like a magnifying glass that serves as a search icon).
Change the color or appearance of any text that links to another page or outside source.
Position your logo on the top left side of your page.
Make sure your logo links back to your home page on every other page of your site.
Keep your menu items to a minimum.
Keep your navigation options as concise as possible.
Make sure your dropdown menus are easy to scan and utilize.
Choose Content to Improve Your Conversion Rate
If you’re motivating your website’s visitors to stay on your site through visual and navigational appeal, the next step is to ensure you’re effectively communicating the message you want to share through content that encourages them to take the next step:
Keep text brief and to the point in bite-size pieces, instead of writing long, flowing paragraphs.
Include bulleted lists and bold headings and sub-headings to make it easier for your visitors to skim and scan.
Use eye-catching calls-to-action to clearly guide readers to contact you to learn more.
Your content should show that you understand your visitors’ pain points and that you are fully equipped to provide them with the solution they need. Minimize any distractions on your site so that the solution will be as clear and concise as possible.
Make Sure You’re Reflecting Your Brand Throughout Your Website
Your brand should be reflected in your website in the same way it needs to be for all of your marketing materials. Clearly let your visitors know why they should choose your care company over your competitors. What is it that makes you different? How do your feelings about growing older align with your visitors’ feelings? For instance, are you fostering independence, respect, and dignity, and is this message evident throughout your site?
As you’re ensuring your website includes all of the key components for engagement and conversions, make sure you’re avoiding these common mistakes as well:
Make sure you’re not providing too much information. There’s a fine line between providing your visitors with the information they need and overloading them with more than they can process.
Steer clear of fear tactics. Someone looking for a care solution has enough to worry about. Avoid sharing alarming statistics and scare tactics, but instead reassure your visitors that your company is owned by experts who are able to solve their problems with educational, informative, and helpful content.
Watch your grammar. Misspelled words, incorrect punctuation, and poor writing point to a lack of professionalism and attention to detail. If you’re making mistakes on your website, what errors might you make in the care you provide?
Avoid faint fonts. Your website is not the place for fancy, flowing fonts, as they can be more difficult to read. Keep in mind that a number of your website’s visitors will likely be older adults, so sticking to a clear, simple font in a larger size is always best.
Your home care company’s website is your single most important marketing tool. It can attract and engage new clients as well as new caregivers. It’s where your target audience will turn to size up your company and compare what you offer to the offerings of your competitors.
Developing and maintaining an effective home care website, and making sure that it will be found by those in need of your services, isn’t easy. Though you may be tempted to opt for a quick do-it-yourself site, remember that this will poorly reflect on your company’s professionalism and can lead to lost clients, caregivers, and revenue.
Engaging the services of a professional care marketing team with specific expertise and experience about the ins and outs of the home care services you provide can ensure you have a website that truly showcases the resources and high– quality solutions you offer.