Case History:
Friendship Village Web Site
Challenge
Create a new web site for Friendship Village that’s frequently updated with relevant information, easy to navigate and stimulates inquiries.
Strategy
Reinforce the benefits of Friendship Village—warmth, diversity of options and quality—through the site’s design and content.
Design to the audience with large, high-contrast type for optimum readability.
Build a content management system (CMS) that allows the client to update specific content areas in a time and cost efficient manner.
Designate prime real estate on the homepage to highlight upcoming events, sales incentives or announcements.
Drive traffic to the site through a targeted keyword campaign with Google.
Results
- A report by Anwyll & Company, a leading marketing consulting firm for the senior living industry, reports the site is “excellent” and “handles a complex presentation of products quite well.”
- The CMS has allowed the site to become an internal communication vehicle as well, with weekly menus, activity schedules and trip calendars updated regularly for residents.
- The site has met lead generation goals of an average 5 leads per week.
