A Beginner’s Guide to Going Mobile for Senior Living Communities


There’s a mobile revolution going on. You’ve seen it while waiting in line at the grocery store or when you’re grabbing your morning latte: everyone is on their smartphones. Seniors are no exception: 7 out of 10 seniors own a mobile phone. Increasingly, your prospective residents and their adult children are interacting with your online presence on mobile devices. Here’s how to make sure their experience is a good one.

Optimize your website for mobile devices

Think of your website as a virtual foyer. You want to welcome everyone in. If your website isn’t responsive to desktop and mobile users alike, you’re closing the door on potential residents.

Here are a few statistics to keep in mind:

  • 50% of all mobile searches are conducted in hopes of finding local results.
  • 27% of consumers will leave a site if it is not mobile-optimized.
  • 37% of consumers are more likely to purchase on a site if it is.

Source: HubSpot Marketing Statistics

What’s more, Google favors mobile-friendly sites in its search results. If you want to be the top of the heap, mobile optimization is key.

Know your audience

As you begin to think about mobile optimization, it’s wise to take a good look at your existing traffic.

  • What percentage of leads are visiting your site through mobile devices?
  • Do those on mobile devices stay on your website as long as those on desktops?
  • Is the conversion rate for mobile visitors any different than it is for desktop visitors?
  • What days of the week does mobile traffic tend to visit your site? What times of day?
  • What do your mobile visitors seek from your site? Do they hop on to get your community address or a phone number from your contact page? Are they exploring your blog?

Use this information to assess your strengths and weaknesses. Tailor your website to the habits of all your users, no matter the size of their screen.

View your site through the eyes of a prospect

Visit your site as though you were a potential customer. View it on different mobile devices.

  • Make sure the text is easy to read.
  • Test how shareable your content is.
  • Keep an eye out for unclear menus or hard-to-read pages.
  • Pay attention to what content feels comfortable to read and what feels cumbersome.

Don’t forget email

80.8% of users read email on mobile devices. Implement mobile thinking into the design of your email campaigns as well.

  • Keep subject lines brief and pertinent.
  • Make sure your copy is precise and to-the-point. Short sentences and paragraphs suit the limited real estate of smaller screens.
  • Don’t put crucial info in images: some users don’t download them automatically.
  • Include plenty of space so messages don’t appear crowded on mobile.
  • Keep your call to action brief, easy-to-read, and front and center.

Do your website and mobile strategy make the grade? Check out our Senior Living Sales and Marketing Report Card.

Download Your Free   Sales & Marketing Report Card

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