The growing importance of community web sites

The Growing Importance of Community Web Sites

Adjust Text Size

Recommend this site

In this age of information, growing importance is being placed on web sites, and communities focusing on dynamic content, interactivity and multiple calls to action are reaping the benefits in terms of lead generation. More and more, the first consumer reaction to your product is not a phone call, but a visit to your web site. If your site is more than three years old, it’s time to revisit what you’re doing and ensure the site is creating a superior first impression and providing current, relevant information for users.

Here are some key things to focus on when evaluating your community’s web site:

1. Don’t assume seniors aren’t looking at your web site.

There’s a common misperception that seniors aren’t using the Internet to find information. While that may have been true 10 years ago, it’s no longer the case. Like other parts of the population, seniors often do their initial research on the Internet. The most recent full year numbers for our clients' web sites showed a 20% increase in the number of information requests and a nearly 50% increase in unique site visitors. Make sure your web site includes enough details to whet the appetite of these new visitors. You’re just as likely to drive a prospect away if you don’t have enough of the vital information seniors are looking for these days.

2. It’s best to paint a picture.

Your web site should be all about the experience. A visitor to your site should be able to imagine what life might be like at your community. Create the experience that a senior would enjoy by moving to your neighborhood. Describe what the place looks like and what kinds of services will be offered. While you don’t necessarily need to mention pricing, imagine what’s going through the mind of a prospect and be sure to include that information.

3. Find ways to engage the consumer.

The web sites that can simulate an experience and generate interactivity with the user are going to attract more attention. Compelling tools make it easier than ever for seniors to get a feel for your product. Some of our clients’ web sites now include interactive site plans, I-floor plans, virtual tours, videos and more. Each of these tools engages the audience and encourages them to keep coming back to learn even more, generating the sort of stickiness every web site operator strives for. And make sure your web site is designed so it’s easy for prospects to contact you. Make the phone number visible, provide an email link and have clear links to the Contact Us form.

4. Keep your web site up-to-date.

Everything ties back to user experience. Remember, all your marketing activities are driving traffic to your web site. Prospects are likely to tell others about the communities they're checking out, and the web site is sure to come up. Make sure that when any interested party visits your site, they’re not seeing information that would have been relevant three years ago. The web site address is typically included in print ads, direct mail pieces, letters and other marketing pieces. Make sure your site is as much a part of your marketing plan as other materials.

Keep in mind, there are no set rules for what you have to include on your web site. The best thing to do is to put yourself in your customer’s shoes and imagine what you’d like to see.