When families are searching online, maximizing information about your community is critical to capture their attention and engage them to take the next step. Your A Place for Mom Community Page allows families to see what your community offers, read about special features and view pricing and photos. We send every family that we refer to your community a link to your page so they can learn about the benefits of your community with ease. Think of your Community Web Page as an advertisement. The more inviting and detailed it is, the more likely families will schedule a tour and select your community for their loved one.
Families Want Photos
Community Pages that include photos have more engagement and three times more move-ins than communities with no images. Six to 20 high-quality pictures that show off common areas, private living spaces, and resident engagement will give families an idea of what you offer and encourage them to contact you.
We recommend that you include photos of these areas, at a minimum:
- Exterior/entrance of the community
- Activities room
- Common area
- Dining room
- Private living area bathroom
- Private living area bedroom
- Outdoor and courtyard spaces
You don’t have to hire (or be) a photography pro to create appealing images for your Community Web Page. Just remember these tips when you’re taking pictures:
- Horizontal format works better than vertical on Community Pages.
- Use natural light from windows or an open door whenever possible.
- Avoid adding filters or converting images to black-and-white.
- Include a couple of shots that include people (with permission) – happy, vibrant, engaged and inclusive.
- Shoot in high definition, high resolution or high dynamic range (HDR) on your camera or phone.
- Go big. Images that are 1,280 pixels or more on at least one side look sharp on screens.
- Save your images as JPEG, PNG or GIF files.
Photos courtesy of American House
Communicate what sets your community apart. Community Pages that feature short descriptions have twice as many move-ins as communities with no description. About 200 words is plenty to tell families what makes your community unique, what the setting is like, what activities your residents enjoy and what special services and amenities you offer.
As you write, think about your differentiators and the message you want to convey to inquiring families. Research shows families care the most about:
- Activities onsite
- Beauty and grooming services onsite
- Continuum of care or care levels
- Food and dining options
- Licensing and accreditation
- Medical staff onsite (licensed nurses, physicians, physical therapists, etc.)
- Nearby amenities, including medical
- Pet-friendly options
- Security and safety features
- Transportation options
- Wellness programming
Consider including bulleted lists so families can scan them quickly. Ask for A Place for Mom’s Guide to Better Online Partner Content for more details on curating images and descriptions that improve conversion.
Completing your Community Profile and setting up your A Place for Mom Community Page is an essential step to making sure you receive qualified referrals from our SLAs. Log in to Partner Central today to improve your digital presence on A Place for Mom.