Modernizing a Website for Success:
Boosting Conversion Rates 
and Leads Generated for a 
Senior Care Franchise

Senior Care Authority and its franchisees are leading providers of senior care solutions, offering nurturing, safe, and effective care for older loved ones. They provide a broad range of solutions, from assisted living facilities to memory care to skilled nursing facilities. Families take solace in knowing that they can turn to Senior Care Authority for guidance from their Certified Senior Advisors and Certified Dementia Practitioners, who are there to help them make the right decision based on their needs, resources, and goals. Senior Care Authority takes pride in offering families the compassion and expertise they need when they need it most.

As of August 2021, Senior Care Authority had 63 franchisees, of which 55 had independent websites. These disparate location sites had around five pages each and were located on a separate platform from the Senior Care Authority main website.

In its franchisor capacity, Senior Care Authority recognized the potential to increase leads and conversion rates by optimizing these individual sites and relocating them to the main corporate website. They saw the opportunity to redesign their existing system by adopting a standard look and feel across their location pages, which needed search engine optimization to boost traffic to their site.

There was some concern among franchisees and the Senior Care Authority corporate team about the impact this page migration would have on the SEO performance of the company’s corporate site, which had been built over time. Additionally, the Senior Care Authority corporate team knew that there would need to be continuous and direct communication with franchisees about the changes that were being made and how the new process would work in order to have everyone on board.

Senior Care Authority knew they could count on the IDS team to conduct a seamless migration of the independent franchisee websites into the main consumer site, incorporated with search engine optimization best practices for local search. They also relied on IDS to design a program that would keep all franchisees informed of the changes being made.

Senior Care Authority has had successive month-over-month increases in leads for the location pages, with 3,432 new leads since January 2022.

Franchisees have indicated that they have seen a conversion rate of over 5%. This means that of the 3,432 new leads, roughly 172 leads have converted to actual Senior Care Authority placements since the beginning of this year. This has resulted in massive revenue gains for Senior Care Authority.

One of the enormous successes of this campaign was the massive traffic generated from organic search, thanks to IDS’ optimization of the location pages, which has driven a 60% increase in total clicks and over 300,000 impressions between March and September 2022. In the last year, since the location page migration, Senior Care Authority’s traffic from organic keyword searches has increased by over 21%. Additionally, Senior Care Authority has seen nearly 60,000 impressions on their Google Business Profile pages in September alone.