Wayne Langley

Potential residents and their families are increasingly turning to the internet to aid in their search for a retirement community. Nearly every community has a website, and most employ lead-generating tactics on them (contact page, downloadable brochures, etc.). But there is always room for improvement. Over a period of three weeks, we’ll provide you with three actionable tips that you can use to improve your digital footprint.

Today we’re tackling the every important “call to action.”

A call-to-action, often referred to as a “CTA,” is a tool used in web design to direct the user to do something that the website owner wants. In the old days, this was a blinking piece of text that shouted, “CLICK HERE!!!!” Today, the CTA has matured into buttons, forms and other interactions. These elements have converted websites from being static, digital brochures to engaging marketing tools that put the user in the driver’s seat when it comes to how they are advertised.

Retirement community CTAs are most often an attempt to get the user to provide some personal contact information so that he or she can become a warm lead for marketers. The site might offer a free e-book or resource document in exchange for an email address or phone number. Potential residents may also be able to register for seminars and tours through a website call-to-action that encourages them to “Sign up now!” The trick is for the potential resident to make that initial contact so that a salesperson can follow up and begin working him or her down the sales funnel toward a move-in.

Mixing up these calls-to-action, offering different incentives and using different copy will help you determine which ones work best and which are ineffective. No one gets it right every time when it comes to marketing. Testing, honing and refining are key steps in creating strong, lead-generating CTAs. At Varsity, we’ve had the privilege of working with many varied clients, in all market conditions. Our curiosity drives us to continually test and refine the CTAs we develop for our clients. This accumulated knowledge and testing then proves its real-world value with not only increased leads, but better quality leads that are more likely to commit to purchase.