In this day and age, it has become more important than ever to find ways for businesses to stand out from the competition, and adult family homes are no exception in that regard.
Digital marketing strategies are seemingly changing every day and thus can be difficult to keep up with.
However, a few tried-and-true approaches have stood the test of time, regardless of technological changes. Here, we are going to feature five evergreen online marketing strategies for adult family homes that have been reliably proven successful time and time again.
Create a Website for Your Adult Family Home
Creating a website for your adult family home is simply a no-brainer. A website is of critical importance in establishing a company’s legitimacy and building trust with its clients and consumers.
A Verisign survey from 2015 determined that 84% of U.S. internet consumers found a business with a website to be more credible than one that only has a social media page. In addition, 92% of internet consumers stated they prefer to get information from a business’ website instead of their social media page.
What these numbers reveal is that creating a website for your business is the most effective way to attract clients and present information about your team and services that will make your adult family home look more professional and credible.
Highlight Your Services, Awards, and Accomplishments
Your website should include basic information such as your contact information, mission and vision statements, and a brief history of your adult family home. It should also include a complete list of services you offer.
Start with basic ones like room, board, housekeeping, and laundry. Then, continue with more specific services like meal preparation, medication management, necessary supervision, help with daily activities, personal care, social services, and any other unique or special service you may like to highlight.
Introduce your team of caregivers, along with their training, certifications, skills, previous experience, etc. If any of your team members or your adult family home itself received awards or accomplishments (no matter how small), this is the place to promote them. Do not hesitate to brag a little - you earned that right!
It is also crucial to include professional photos that will showcase all of the amenities of your adult family home. The goal is to create exciting visual content that will give your potential clients a clear and accurate picture of your adult family home, and entice them to arrange a tour of it at their earliest convenience.
Keep Your Website Regularly Updated
It is not enough to create an engaging and informative website for your adult family home—you also have to keep it regularly updated and maintained. Make it a habit to do a quick check daily, especially if you don’t use any website performance-tracking tools.
Make sure that all your business information is kept up to date. In particular, confirm the accuracy of the full contact information for each of your adult family home locations (if there are more than one). The last thing you want is a potential client reaching out only to find a phone number out of service or a returned email from a defunct email address.
Keeping your website updated also includes removing broken pages or fixing broken links to pages that no longer exist. None of these things will help instill confidence in your potential clients or employees. Remember to view your website on both a computer and mobile device to make sure it is functional on different types of devices.
Keep Track of Your Business
Google offers numerous free services that can help you increase traffic to your website and monitor its performance.
First off, claiming or creating a Google Business Profile (previously known as Google My Business listing) will allow you to offer a brief overview of your adult family home, including a link to your website, for free. This will help you get discovered in Google searches and on Google Maps, increasing your visibility and contributing to your business's legitimacy.
A 2023 survey determined that a whopping 98% of consumers used online searches to find information about local businesses, while 87% of them used Google to evaluate local businesses.
In other words, not only are internet users highly likely to find you in Google searches, they are also highly likely to use Google reviews (which automatically appear in your Google Business Profile) to determine if they want to use your services. That is why it is always recommended to respond to users’ reviews, both positive and negative ones.
Installing Google Analytics will let you analyze data for your business and Search Console will help you improve your performance on Google Search. The best part is they are both absolutely free of charge (with some usage limits).
These Google services are invaluable resources that will help you keep track of your business, as well as help you find ways to improve your website performance.
Feature Testimonials on Your Website
There is no better evergreen marketing strategy than clients’ testimonials. Never underestimate the power of a good old recommendation.
According to Nielsen and Roper Reports, word-of-mouth recommendations were found to be the leading reason to buy a product or service for an astounding 92% of all consumers! Moreover, 88% of consumers stated that they trust online reviews as much as personal recommendations.
You can find numerous similar statistics online - simply said, there is no more effective marketing strategy than recommendations from your clients.
You can create and share a link for customers to leave reviews, which you can include in thank-you emails, at the end of chat interactions, or on your receipts.
Those reviews will be included on your Google Business Profile, but you can also add them to a separate page on your website after first asking for permission from the commenters. That way, you will preserve their testimonials permanently, even if third-party review sites are defunct.
Today, there are over 311 million internet users in the US (which equates to over 90% of the total population). Without a website, your adult family home is invisible to most people. Therefore, your adult family home must have a website to ensure success in the long run.
The great thing is that you no longer have to spend a fortune to create and maintain your website. All it takes is a little investment in time and effort that will be sure to pay off if you apply these recommended evergreen marketing strategies for your business.
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