Case Study

Website Makeover Helps NC Retirement Community Transition to Full-Service

Not-for-profit Senior Living | The Davis Community | Wilmington, North Carolina

The Davis Community in Wilmington, North Carolina, has been a healthcare-centered non-profit for more than 50 years with first-class assisted living, skilled nursing, rehabilitation and memory care services together on their beautiful 54-acre campus. Their mission is to provide health, wellness and rehabilitation services to aging adults in a loving, continuum of care environment in which each resident lives at an optimum level of function and dignity.

In 2020, The Davis Community began to expand their senior living offerings by breaking ground on independent living cottage and apartment homes and a large, new wellness center with a restaurant open to the public. This change forced them rethink the way they marketed their community. What was once a haven for people with health concerns now would now be a place for active adults that offered exciting new services and amenities. The Davis Community turned to Solutions Advisors Group’s sales and marketing teams to help with this transition.

The first large project undertaken as part of this mindset shift was The Davis Community’s website. The existing website featured outdated photography with an emphasis on healthcare content. Rather than try to make the old website work with a new emphasis on an independent lifestyle, it was decided that a new website would be the best solution.

Solutions Advisors Group adapted content from The Davis Community’s existing website, adjusted it to meet search engine optimization (SEO) best practices and incorporated it into a fresh, new responsive website design. New content was added to highlight the full continuum of care and the active lifestyle residents will enjoy. The content has been restructured and navigation redesigned based on User Interface best practices to improve the User Experience.

The independent lifestyle is the focus of the new website with healthcare as a secondary emphasis to provide peace of mind with the continuum of care. The site also highlights resident testimonials and current social media posts on the home page with easy access to users. Additionally, multiple calls-to-action and forms were added throughout the new website to increase conversion opportunities.

While the look and feel of The Davis Community’s website have been improved dramatically, the behind-the-scenes changes will also have significant impact. Specifically, we:

  • Migrated the website to a dedicated, performance-optimized server specifically tuned to run WordPress websites and improve mobile and desktop speeds
  • Upgraded their email service, spam blocking and website security to improve reliability and deliverability of qualified leads
  • Increased the website’s search ranking by complying with Google’s upcoming algorithm update focused on Core Web Vitals

Julie Lewis, Sales and Marketing Director at The Davis Community, was delighted to upgrade the community’s website. “Our previous website was outdated, not user friendly and difficult to navigate. Links did not connect to the correct information and many photos were used over and over (and over!) in different areas, even where they weren’t relevant,“ Julie explained.

“Our new website has brought us out of the dark ages. It is modern, clear, simple to navigate and contains all the information anyone would need to identify the services we offer. My favorite feature is the ability for someone to ‘Contact Us’ from any page on the site. The photos and videos are engaging and the ease at which anyone can navigate the site has improved beyond measure.”

Overall, The Davis Community’s website project took about four months to design, write and implement. “We were extremely pleased that someone else (SAG) was able to really listen to what we wanted and create a site that checked all our boxes!” Julie said. “The level of involvement and communication during the process was exceptional and exceeded our expectations!”

If your senior living community needs to change marketing and sales strategies, a new website is a great place to start. Contact Solutions Advisors Group today to learn more about our website assessment and web design services!

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