“I gained the transparency into our online marketing efforts that I needed to see where our dollars are best spent. By focusing our efforts, we have attracted more traffic to the website, ultimately resulting in leads and sales that we could tie back to specific marketing actions.” - Sherry Kizer, Senior Vice President of Senior Living Services
Lexington Square is a senior living community. For 30 years they’ve provided comfortable and affordable accommodations to seniors at different life stages, offering a variety of floor plans, care options, benefits, and amenities.
To remain relevant in an increasingly competitive market and meet occupancy goals, the community needed more visibility and conversations with potential new residents.
More and more research is being conducted online by potential residents and their adult children. Lexington Square was seeing a growth in senior living communities opening in their area. They already had other marketing tactics in place. Digital was a necessary addition to their marketing in order to maintain competitiveness and reduce occupancy rates in a growing local market.
But they had been burned before. The recent website design project with another firm was an example. It was supposed to generate leads and failed to deliver. Given the low traffic volume of the website, it had no hope of meeting the need.
Strategy & Key Tactics
Based on our client's goals, we knew design wasn't the answer. The website usability needed to be improved, but that work would mean nothing if the site didn't have more qualified visitors and deliver sales-qualified leads.
Our client initially asked about the website design. Would the existing design work? Would they need to redesign it again?
We felt the site was probably marketable. The most important need was SEO services in order to grow traffic. Our advice was to let us focus our efforts on driving and converting traffic. If, as we worked, we found the design was a problem, we'd address it then. Meanwhile, we would make the modifications necessary to drive conversions. Assuming our assessment of marketability was accurate, we could address the lackluster web design after they saw ROI and profit.
Once agreed, we jumped headlong into:
- SEO strategy creation & keyword research
- Content creation
- Ongoing Page-by-page conversion optimization based on data
- Link building & optimization of backlink profile
Within the first 6 months of the SEO campaign, we realized the following results:
- 304% increase in leads
- 23% increase in sales-ready leads
- 198% increase in organic search traffic
Since engaging with Knowmad, Lexington Square added over 40 new residents and closed over $10M of new sales via search traffic