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.
IDS worked with the company that held Senior Care Authority’s proprietary coding in their CMS to bring all the location pages into a Hyper Locator platform at IDS. IDS then condensed, reconfigured, and optimized all of the content on these pages to focus on keywords that targeted the relevant audiences in each location based on what they searched. These pages were equipped with calls to action and submission forms to generate leads and conversions.
In addition, IDS also introduced a location finder in the form of an interactive map to the website, which directs viewers to Senior Care Authority locations within the different states.
IDS’ process involved working with Senior Care Authority’s franchisees through our Social Pilot Program. We instituted this program and met with several franchisees, giving them an overview of the social campaign, the relaunch of the website, and some of the marketing that would take place after the launch. We launched this program because we foresaw that one of the project's main challenges would be communicating the changes to franchisees. We found that the program successfully mitigated franchisee concerns and kept everyone up to date.
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.
IDS conducted a streamlined migration of the Senior Care Authority location pages to the main corporate website, resulting in great success concerning leads, conversions, impressions, and traffic.
The IDS team partnered with a third-party source for a further layer of support to provide quality assurance.
As the project is still in progress at the 21-month mark, IDS maintains a continual relationship with AFC.
Pre-Launch v. Post-Launch
Pre-Launch v. Post-Launch
Google Analytics Immediate Results