Assisted Living & Memory Care Facility Search Engine Optimization & PPC Case Study
CLIENT: Assisted Living & Memory Care Facility in Maryland
INDUSTRY: Senior Living
CAMPAIGN TYPE: Digital Marketing
Goals: Amplify search engine presence on Google to acquire residence inquiries within a 30 mile radius of their location in the Greater Baltimore area.
Strategy: Search Engine Optimization (SEO), Link Development, Content Marketing, Local SEO, and Pay-Per-Click (PPC) Marketing via Google Ads
Background & Execution
This client originally came to Lead to Conversion (LTC) in late 2020 in the midst of the COVID-19 pandemic. They historically always ran at 100% census with a long waiting list with no proactive marketing since they always experienced high referral volume from local hospitals and other assisted living facilities in close proximity to their location and have a great reputation locally.
Due to COVID-19 negatively impacting the senior living community, the referral leads and residential census plunged to zero and 50% respectively. They needed help and they needed it fast, so they contacted LTC to help get them back to making them whole again. Lead to Conversion created a customized digital marketing strategy incorporating SEO, Google My Business Optimization, Content Marketing, Link Development and PPC Marketing.
After going through exhaustive keyword research, auditing the client’s site and local profiles and evaluating their competitors in organic, local and paid media, a “blueprint” was crafted for executing their digital marketing campaign.
For SEO, we optimized page titles, meta descriptions, internal linking, added fresh localized landing pages and service-specific pages, and wrote fresh content in the form of blog posts.
Google My Business consisted of optimizing their GMB profile, cleaning up as many rogue citations as we could, and building new local citations to amplify their presence in their local market for phrases such as “assisted living”, “senior living”, “nursing home”, “memory care”, and several others.
Google Ads used all of the zip codes they wanted to show their ads to locally and consisted of their main categories (assisted living, memory care, respite care, luxury, etc.)
Within three months from campaign kickoff, the client went from 50% census to 100% census and now has a waiting list for admissions. Here are the results from what made it possible:
Organic search statistics showed:
- 282 organic visitors
- 54 inbound phone inquiries
- 2 inbound form submissions
- 15% conversion rate
Google My Business
Google My Business statistics showed:
- 308 visits to their website
- 183 request for directions to their facility
- 96 inbound phone calls
PPC statistics showed:
- 207 paid visitors
- 26 inbound phone inquiries
- 2 inbound form submissions
- 16% conversion rate
Based on our performance within the first quarter of project commencement, we have paused their PPC efforts to free up marketing dollars for other uses at their facility to support growth and are continuing with organic SEO and local SEO to keep the site fresh with new content and consistent lead flow to avoid a future downturn like they experienced during the COVID-19 pandemic.
At Lead to Conversion, we understand that our clients want tangible results. This is why we are constantly tracking the results of any marketing plan we implement and are always looking at ways to take things to the next level for our clients.
We have over 100 years of collective healthcare digital marketing experience with a strong track record in the senior living vertical. Whether the goal is an increase in resident inquiries through applicable traffic, a stronger social presence, or a cutting-edge approach to Digital Marketing in general, Lead to Conversion has the experience and knowledge to execute the right campaign for your business.
For more information on how to see similar results for your senior living facility, call Lead to Conversion at 855.473.6582 and let us drive traffic to your website, while improving your bottom line.