Creative Copywriting for Senior Living Sales Funnel Success
Creative Copywriting for Senior Living Sales Funnel Success
Is your senior living sales funnel optimized for success?
When it comes to digital marketing, crafting a smart sales funnel is a surefire way to uplevel your online presence. With it, you can secure a steady stream of new, qualified inquiries.
But when the inquiries aren’t coming in from your website… It’s time to analyze and adjust. With a quick review of the data and adjustments to your landing page itself, you can save your senior living sales funnel from being a black hole of busted leads to a top market source.
So where do you look when you’re not getting the results you want?
It starts in your analytics. Look at the data to determine if it is a traffic or conversion problem.
According to Campaign Monitor, the average landing page conversion rate across all industries is 2.35%.
So if you’re generating traffic but not converting, the issue may lie with the copy.
Copy is text on your website, landing page, email, or any other marketing piece you create. And copywriting is any writing designed for marketing or promotion.
Your marketing copy should be written with the intention of having your reader take a specific action. Good copy puts the CONVERT in conversions.
And great copy, well, great copywriting can make or break a sales funnel. Let’s look at some of our smart tips on how to create copy that converts.
Table of Contents
What Makes a Good Senior Living Sales Funnel?
To understand sales funnel copywriting, you need to understand the sales funnel itself. A smart funnel is made up of several moving parts. The functions of which, fall into one or more of the following 5 stages:
- Awareness: Where a potential customer becomes aware of your community through either organic search or paid advertising.
- Interest: When the prospect moves past awareness and develops an interest in learning more about your community.
- Desire: When a shift occurs, turning the prospect’s interest in your community into full-on wanting to move themselves or their loved one in.
- Action: Where the prospect takes action and becomes a customer.
- Retention: When the customer, satisfied with your service, becomes a Raving Fan, advocating for your community on and offline.
The ultimate goal of a sales funnel is to capture leads and convert them into customers. But in order for this to happen, each component needs to work in harmony with the other.
When they don’t, you get a conversion-less sales funnel. One that wastes tons of time, energy, and marketing dollars for your community.
Assess Your Audience
Since sales funnels are essential for generating leads, if you’re not getting the results you want, it’s time to take a closer look into your existing sales funnel. To do that, first, take a look at your audience.
Who is your ideal customer? Your landing page should clearly speak to one (1) audience avatar in the copy. Whether it’s the adult child influencer (ACI) or the seniors themselves, the copy should reflect their fears, desires, and concerns.
What are they afraid of? Fear is a powerful motivator. Good copy calls out the issues that agitate your audience. With senior living, that may be anything from medical needs not being met to lack of communication with staff.
What do they desire? Just like fear, desire works well to generate interest in your community. It just works in a different way. While fear agitates, desire soothes. After you call out the fear, use desire to fix it.
How will your community add value to their lives? Go above and beyond here. If adequate medical care is the fear, showcase your care team and their credentials. Brag a bit. You want your audience to want to move in!
Where’s the proof? If you have any testimonials at all, it’s time to gather them up so you can highlight them in your copy. 3-5 should do the trick, the more specific, the better. Bonus if you have any that note the specific fears and desires you’ve already called out.
Why should they take action RIGHT NOW? Your sales funnel copy should create a sense of urgency. You’ll want to outline the next possible step a prospect should take. That step will depend on where they are in the customer journey, but it always needs to be outlined in the copy.
Get Clear on the Sales Funnel Copy
In each stage of the sales funnel, copywriting can vary. Because the customer’s relationship with and knowledge of your business shifts, your marketing strategy (including sales copywriting), needs to shift as well.
After you assess your audience, take a look at every step in your marketing funnel from top to bottom. It’s here where the opportunities for optimization are. Below is a quick overview of what type of copywriting to use at each stage of your sales funnel.
Top of the Funnel
This is the awareness stage where prospects are introduced to your community. This could be through paid advertising, organic search, or even word-of-mouth. However they find you, your goal here is to make an impression and turn prospects into qualified leads.
A good website should be informative, clear, and include strong CTAs. Add photos of your community, and offer a way for prospects to reach out if they have questions.
- Write original copy for each page of the website.
- Adjust your headlines to draw visitors to key sections to take action.
- Optimize for SEO with strategic keyword focus on each page.
Continue to showcase your community. Include residents, activities, and even staff. Social media is where you can show a bit more personality so don’t be afraid to experiment.
- Encourage engagement by asking questions or asking for the opinion of your followers.
- Cut the fluff by making your points clear and concise.
- Use proper formatting for each social platform.
Showcase your expertise with blogs that tackle common issues for seniors and what specifically your community can do to help.
- Capture attention quickly with bold, thought-provoking titles.
- Break up text with bullet points, italic and bold text, and short paragraphs.
- Add a call-to-action at the bottom of every blog post.
Middle of the Funnel
After a prospect becomes aware of your community, you’ll want to garner interest and eventually, turn it into desire. Information here should be much less broad than in the awareness stage and, as noted above, call out potential pain points for your audience.
Advertising is a great way to generate interest in your community. AND it’s a great way to get specific about what you offer. Copy here should be direct but leave prospects wanting more.
- Align your ad text with the keywords in the ad group.
- Solve for prospect’s search inquiry.
- Include a call-to-action about expected next steps if they click your ad.
Ads should then lead to a landing page with more information. Those pain points mentioned above? Explain, in detail, what your community can do to remedy them.
- Focus on the benefits you provide rather than what you’re selling.
- Like blogs, pay close attention to headlines.
- Create strong CTAs.
Email Nurturing Campaign
Providing value can’t be understated here. Make sure prospects know how moving into your community can benefit their lives through a series of informative emails.
- Personalize your emails.
- Convey your brand voice for seamless marketing across platforms.
- Always include a link to your other website content.
Bottom of the Funnel
Once you’ve generated enough interest and sparked desire, it’s time for ACTION! Follow that up with retention and you’ve got a solid sales funnel strategy for your senior living community.
Once a prospect becomes a customer your ultimate goal is to turn them into Raving Fans. Copy should be reassuring and interactions should focus on customer service and satisfaction.
- Make sure your subject lines stand out.
- Reiterate the benefits of your community.
- Give customers the opportunity to provide feedback on their customer journey.
Here is where you can make the ask for a testimonial. A strong follow-up campaign for residents and their families can provide marketing material for years to come!
- Use a welcoming tone throughout the campaign.
- Add customer service information for quick access.
- Ask for a testimonial with a clear CTA.
Sprint Forward with Smart Girl Digital
Are you ready to sort out your senior living sales funnel? Contact us today! Book a FREE Digital Discovery session and ask us about our Sales Funnel Sprint. In it, we outline a 90-day plan of action to get your sales funnel back on track.