The 8 winners.

The landing pages actually worth stealing from.

Winner #1: sinceriseniorliving.com

sinceriseniorliving.com/stratford-court-of-palm-harbor/senior-living-solutions

Senior Living landing page example from sinceriseniorliving.com
  1. 1

    What works

    Phone number in the top bar

    The address and number are in the top bar. A family ready to talk doesn't have to hunt for them.

  2. 2

    What works

    Move-in deadline in a gold banner

    A gold ‘Move-In Specials’ banner runs across the page. Senior living has no natural deadline, so a banner like this makes one.

  3. 3

    What gets in the way

    Three buttons, three different asks

    The buttons are brochure, expert and tour. A family that isn't sure which they need may pick none.

  4. 4

    What gets in the way

    Only review is from a staff member

    ‘Wonderful place to work!’ is kind, but a family wants to hear from another family.

  5. 5

    What gets in the way

    Six questions for one brochure

    The form has fields for name, email, phone, who it is for and how far along you are, plus a captcha. All of it comes before any price.

What to try

Move-in offer in the first screen

Without a deadline, families research for months. A saving gives them a reason to act this month.

See the original page

Winner #2: seniorly.com

seniorly.com/lp/independent-living-dyn?state=texas&city=austin&toc=independent-living

Senior Living landing page example from seniorly.com
  1. 1

    What works

    Headline has the care type and the city

    The headline is ‘Independent living communities in Austin’. The city comes from the link, so one page can serve every city.

  2. 2

    What works

    Four steps for what happens next

    The page lists what follows the form. Families know what to expect, so fewer stop at the form.

  3. 3

    What works

    Each review shows who wrote it

    The review is signed ‘Lisa M, Daughter’. A family can see the praise comes from someone in their position.

  4. 4

    What gets in the way

    Communities are at the bottom

    A family came for places in Austin. They have to scroll past the steps, the questions and the reviews to reach the first one.

  5. 5

    What works

    Monthly price on every community

    Each community shows ‘From $3,775/mo’. That is the first question a family has, and they don't have to call to get it.

What to try

One page per city and care type

Put the city and the care in the link, and let the headline repeat them. One template then fits every city and every type of care.

See the original page

Winner #3: sunriseseniorliving.com

sunriseseniorliving.com/lp/discover-sunrise

Senior Living landing page example from sunriseseniorliving.com
  1. 1

    What works

    Phone number comes with a price offer

    ‘Pricing & Availability’ is beside the number. A family knows what the call will get them.

  2. 2

    What works

    Video of daily life

    Staff and residents cook together in the video. A family can picture their parent there.

  3. 3

    What works

    Praise from a family member

    Kathy's Google review is labelled family member. Another family is likely to trust that over what the company writes about itself.

  4. 4

    What gets in the way

    Tour form near the bottom

    The form has eight fields and a consent box, below every other section. A family ready to book has to scroll to find it.

What to try

Video and form in one screen

A video of staff and residents builds the feeling. A form beside it catches that feeling before the visitor scrolls away.

See the original page

Winner #4: carescout.com

carescout.com/find/home-care

Senior Living landing page example from carescout.com
  1. 1

    What works

    Headline has two promises

    The headline is ‘Find quality home care. Enjoy preferred pricing.’ It offers good care and a better price in seven words.

  2. 2

    What works

    Three reasons to register above the form

    A family knows what they get before they type anything.

  3. 3

    What gets in the way

    Three questions before meeting a provider

    The form has three required fields: who needs care, your ZIP code and when care starts. A one-box search has only one.

  4. 4

    What works

    Who will call you, and when

    A provider calls back, or CareScout emails a list. The family knows what happens after they press the button.

What to try

Say what happens after the form

Say who calls and how. A family shares a phone number more easily when they know what comes next.

See the original page

Winner #5: caring.com

caring.com/digital/find-housing

Senior Living landing page example from caring.com
  1. 1

    What works

    Tagline answers the cost question

    The tagline is ‘The Free Senior Living Advisors’. It tells a family the help costs nothing before they ask.

  2. 2

    What works

    One box with three reasons to use it

    Pricing, details and first-hand reviews are listed right above a single search.

  3. 3

    What gets in the way

    Cookie bar on the first visit

    The one thing a visitor came to do is search. On the first visit a banner has to be cleared first.

  4. 4

    What works

    Three kinds of care explained

    A family new to all this learns the difference before they have to pick one.

What to try

Free and expert in the tagline

‘The Free Senior Living Advisors’ covers ‘what will this cost me’ and ‘will I get real help’ in five words.

See the original page

Winner #6: aplaceformom.com

aplaceformom.com/lp/quickfill

Senior Living landing page example from aplaceformom.com
  1. 1

    What works

    Every photo shows people

    Families, carers and residents fill the left side. There is no lobby photo to admire.

  2. 2

    What gets in the way

    Page doesn't say what happens after search

    The page reads ‘Compare options. Get pricing. Save time.’ It doesn't say if the result is a list, a call or an email.

  3. 3

    What works

    One box is the whole form

    A visitor types a location and presses Go. There is no name, email or phone number to start.

  4. 4

    What works

    One line for the crowd and the cost

    The line is ‘+2 million families helped (for free)’. It shows others went first, and that it costs nothing.

What to try

One search box as the only action

Location in, results out. Ask for the phone number later, once the family has seen something worth a call.

See the original page

Winner #7: belmontvillage.com

belmontvillage.com/locations/geneva-road

Senior Living landing page example from belmontvillage.com

The search: assisted living lombard

Sponsored belmontvillage.com

Belmont Village Geneva Road | No Buy-In Required

  1. 1

    What gets in the way

    Ad offer is missing from the page

    The ad says ‘No Buy-In Required’. The headline is ‘A Higher Standard of Senior Living’, and the offer is gone.

  2. 2

    What works

    Tour, address and phone together

    A family ready to visit can see how to book, where to go and who to call in one place.

  3. 3

    What works

    Every level of care side by side

    Assisted living, early and advanced memory care and short stays are together. A family can plan past the first move.

  4. 4

    What works

    Quiz for families not ready yet

    The quiz is ‘Is Now the Right Time?’. A family that isn't ready to tour has something to do.

  5. 5

    What works

    Review from a family member

    Pam B. signs as a family member. That is proof from someone in the same position.

What to try

Ad offer in the headline

‘No Buy-In Required’ is what got the click. Repeat it in the first line, so the family knows they are in the right place.

See the original page

Winner #8: info.seniorlivinginstyle.com

info.seniorlivinginstyle.com/indy

Senior Living landing page example from info.seniorlivinginstyle.com

The search: senior apartments in avon indiana

Sponsored info.seniorlivinginstyle.com

Month-To-Month Rent | Senior Apartments

  1. 1

    What works

    Gold ribbon repeats the ad

    The ad promised month-to-month rent. The ribbon repeats it, with live-in managers and three meals a day.

  2. 2

    What works

    First photo is a chef serving food

    The photo shows the meals from the ribbon, with a real person at work.

  3. 3

    What gets in the way

    Five required fields, price is below

    A family has to hand over their details before they see the rate that might have sold them.

  4. 4

    What works

    Rate is on the page

    The page shows ‘Rates starting at $2,855’, all-inclusive, with a list of what that covers.

  5. 5

    What gets in the way

    Travel perk has fine print

    ‘Live here, vacation free anywhere!’ is next to ‘Restrictions apply’. A family will wonder what else has restrictions.

What to try

Monthly rate in the first screen

$2,855 a month, all-inclusive, is the best line on the page. Move it up beside the form.

See the original page

What the 8 winners do.

  1. Lead with photos of people

    4 of 8

  2. Quote a review from a family

    3 of 8

  3. Show a monthly price

    2 of 8

  4. Open with a one-box search

    2 of 8

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: arborcompany.com

arborcompany.com/locations/georgia/suwanee-south-forsyth/lp-talking-to-your-family-about-senior-care-and-living

Senior Living landing page example from arborcompany.com

The search: senior care and living guide

  1. 1

    What makes it work

    Title repeats the search

    The search asked for a senior care and living guide. The title is a guide to ‘Senior Care & Living’.

  2. 2

    What it gets wrong

    Six fields for a free guide

    The form has fields for name, email, phone, who you are and how you heard of them, plus a captcha. A first step should need less.

  3. 3

    What makes it work

    Three bullets for what is inside

    A reader knows what they will learn before they hand over an email.

What to try

Guide as well as a tour

Most families start looking months before they are ready to visit. A guide to the hard talk reaches them early.

See the original page

Wildcard #2: brookdale.com

brookdale.com/en/locations/assisted-living.html

Senior Living landing page example from brookdale.com

The search: assisted living facilities colorado springs

  1. 1

    What makes it work

    Assisted living has its own page

    The page is only about assisted living. The family that searched for it is in the right place.

  2. 2

    What makes it work

    Live chat with an advisor

    A family with a quick question can ask it without filling in a form.

  3. 3

    What it gets wrong

    Locations and prices behind a form

    The page reads ‘Fill out the form to view locations and unlock pricing.’ A family searching one city can't even see if a home is near.

  4. 4

    What it gets wrong

    Text-message opt-in on the first form

    The first form includes a text-message opt-in before the family has seen a single location. That feels early.

What to try

A page for each care type

Assisted living, memory care and independent living each draw different families. Give each one its own page and headline.

See the original page

Wildcard #3: stellarliving.com

stellarliving.com/communities/edmonds-village-senior-living-in-edmonds-wa

Senior Living landing page example from stellarliving.com

The search: edmonds village senior living

Sponsored stellarliving.com

Edmonds Village Senior Living | Independent Living in Edmonds

  1. 1

    What it gets wrong

    One lobby photo with no people

    A family wants to picture their parent there. An empty room gives them nothing to picture.

  2. 2

    What makes it work

    Headline repeats the ad and the search

    ‘Edmonds Village Senior Living’ is in the search, the ad and the page. The family can tell they clicked the right link.

  3. 3

    What makes it work

    Quiz for families not ready to call

    The lifestyle quiz gives an early visitor something to do besides leave.

What to try

A softer first step for families

The quiz is a ‘Click here’ link inside a paragraph. Give it a button beside ‘Schedule a tour’.

See the original page

The copy bank.

Headlines

  • “Independent living communities in Austin”

    seniorly.com

  • “Find quality home care. Enjoy preferred pricing.”

    carescout.com

  • “Compare options. Get pricing. Save time.”

    aplaceformom.com

Offers

The cost question

  • “The Free Senior Living Advisors”

    caring.com

  • “+2 million families helped (for free)”

    aplaceformom.com

  • “Get free pricing information, comprehensive details, and first-hand reviews”

    caring.com

Next steps

3 pages that waste the click.

  1. nursing home chesapeake va

    Nursing home search goes to independent and assisted living

    The three buttons are independent living, assisted living and memory care. A family that needs nursing care can't tell if this place can help.

    • Buried offer‘No buy-in fee’ is in the middle of the second paragraph.
    • Nameless reviewThe one quote on the page is signed ‘Resident’.
    • No priceThe page doesn't say what a month costs.

  2. A search for the company’s own name

    Blog posts where the next step should be

    Below the first screen are a feature story and four blog posts, including a snowbird trip, a lake day and Thanksgiving pie.

    • No placeThe first screen doesn't say where the homes are.
    • No formEvery button sends the visitor off to find a community and start again.
    • No priceThe page doesn't say what a month costs.

  3. assisted living williamsport pa

    History lesson where the care should be

    A family searching for assisted living reads about the town's lumber millionaires. The words ‘assisted living’ aren't in the opening text.

    • Hidden offerA 5% rent discount for veterans is on one slide of a carousel.
    • Wrong readerThe top corner has a ‘Pay Your Bill’ link. That link is for people who already live there.
    • No priceTo learn the cost, a family has to book an assessment.

What we learned.

  1. Ask for one thing first

    A Place for Mom and Caring.com open with a single box for a city or ZIP code. Brookdale asks for a name, email and phone before it shows a single location.

  2. Lead with people

    A Place for Mom fills its first screen with families and carers. Sunrise plays a video of staff and residents cooking together, and NorthRidge opens on a chef serving food.

  3. Own page for each type of care

    Brookdale runs a page for assisted living alone. Seniorly puts the city and the care in the link, so one template can show ‘Independent living communities in Austin’.

  4. Offer a step before the tour

    Arbor offers a guide to talking with family about care, and Belmont Village asks ‘Is Now the Right Time?’ in a short quiz. Both catch a family months before they are ready to visit.

The bottom line

The winners ask for one thing, show real people and give each type of care its own page. The losers send paid clicks to a general welcome page. Senior living keywords work best when each page matches one search.

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