We’ve seen a lot of great blog articles over the years, and an even greater number of senior living blog posts that miss the mark.
One huge misstep we see providers make is talking all about their communities, instead of focusing on the senior and their family and what led them to search.
Sales managers in the senior living industry use the phrase “show up and throw up.” It’s in reference to their sales teams jabbering on without conducting a needs assessment of a referral source. It is the same for content marketing. Make it about the prospect and their family.
Another mistake is one we’ll chat about today. That is, how providers are ending their senior living blog posts. It’s important for building the relationship and for SEO.
Mistakes at the End of Senior Living Blog Posts
Take a peek back at some of your past blog posts. Scroll all the way to the end of each one.
Did your writer include a solid call-to-action at the end? Or does the post just sort of fizzle out?
The biggest mistakes we see providers making at the end of a blog post are:
- Writing an offline style conclusion: It’s pretty and sounds nice, but doesn’t really advance the relationship with the reader. Writing offline is just different than online. Building a relationship means you have to give some thought to what you want a visitor to do when they finish the article.
- Using too many CTAs: In much the same way as you would on a landing page, you need a singular call to action at the end of each blog post. When you give people too many options, they aren’t likely to take any. Be strategic. Keep it simple.
- Linking to unrelated site: We often link to websites that explain a topic in more detail. It makes for a great user experience and helps boost your SEO. Where you don’t want to do that is in your conclusion. You’ve worked hard to attract a senior and their family to your site, the last thing you want to do is push them somewhere else when they finish reading and risk not having them return.
Writing Great Endings to Your Blog Posts
Instead of losing a visitor because you haven’t thought through how to end your blog post, try one of these ideas:
- Share the phone number to your call center and encourage them to give you a ring today.
- Link to a related article on your blog to keep the visitor on your site and engaged.
- Invite the visitor to bookmark or subscribe to your blog.
- Encourage them to email you with questions about senior care or caregiving.
- Promote an upcoming event and invite them to attend in-person or virtually.
- Extend an offer to the senior and an adult child to join you for a meal or life enrichment activity.
- Encourage the visitor to download a non-gated guide on a related topic.
- Send the senior or adult child to your Facebook page and encourage them to “Like” it.
- Ask them to share the article with others who will also influence the decision
Have a question or need help rewriting your blog post endings? Drop us a note and we’ll be glad to help!