Conversion
High-converting websites for senior living buyers. WCAG-accessible, mobile-first, and engineered to load in under two seconds, because your visitors are often on a phone, often older, and rarely patient.
This service, measured
2-5%
visitor to inquiry rate a good senior living site should hit
Where it works
The leak
Senior living sites are usually slow, built on a page builder, and designed for a brand review rather than a family in a hurry. Contrast fails, tap targets are small, pricing is hidden, and the enquiry form asks for nine fields.
The site is slow, built on a page builder, and designed for a brand review rather than a family in a hurry.
Contrast fails, tap targets are small, and the enquiry form asks for nine fields.
Pricing is hidden, which is the single thing most families are searching for.
End to end
In this order, on every engagement.
WCAG AA contrast, real keyboard navigation, 44px targets, and a 17px body floor. Your audience skews 45 to 65 and their parents are older still. An accessibility overlay does not fix this.
Independent living, assisted living, and memory care are three different decisions. Visitors are routed to the one that matches their situation rather than a single generic contact form.
Transparent pricing information is the single most requested thing in senior living search. Hiding it does not create a call, it creates a bounce to the community that published a range.
Static rendering, optimised images, minimal JavaScript. Not a heavy theme with a caching plugin bolted on.
Generalist agencies vs. Inertia
A generalist agency
Inertia
Operator FAQ
Only if you need it. We prefer a static build because it is faster, cheaper to host, and has no plugin attack surface. If your team needs to edit content daily, we pair it with a browser-based editor that commits to the site.
A range, yes. Around a third of senior living shoppers name transparent pricing as the most important factor in their online research. A range plus a clear explanation of what it includes converts better than a call for pricing.
Accessibility lawsuits against senior living operators are real and rising. Building to WCAG AA from the start is far cheaper than remediating under a demand letter, and overlay widgets have themselves been the subject of claims.
Pairs well with
Organic search produces the lowest cost per move-in of any channel measured, and it compounds. We build the long-tail visibility that captures families searching for care in your market, and structure it so AI answer engines can quote you.
We have placed more than $30M in senior living ad spend across 100+ communities. Search, Display, YouTube, and Meta, structured around the way families actually shop for care and built at the community level, because a 40-unit memory care building and a 200-unit CCRC do not share a keyword list, a budget, or a buyer.
One view across ads, organic, automation, calls, and CRM. Your executive director, your CFO, and your regional all see the same data at the same time, and nobody waits until Friday for a slide deck.
Across the portfolio
What this looks like depends entirely on the building. Memory care costs roughly twice what independent living does to fill, and runs on a cycle measured in days rather than months.
Further reading
Websites
A senior living virtual tour should qualify families before they visit. Here is where to host one, how to keep it fast, and how to measure booked visits.
Websites
A senior living website exists to turn research into tours. The care-level pages, floor plans, pricing, booking, accessibility and tracking it needs to do that.
Websites
A chatbot answers the 2am pricing question your sales team cannot. It also annoys people who wanted a phone number. Here is where chatbots earn their place on a senior living site, and where they cost you tours.
Get a free audit
Tell us about your community. We'll pull your current paid, organic, and reputation data and walk you through what we'd change in the first 90 days. No deck. No sales pitch. Just numbers.
Four questions. One business day.