A bit like an eye catching front cover of a magazine your website is an introduction to what’s inside, a window to your world.
If done correctly it can convey your expertise and professionalism, foster customer confidence and trust, and brand you as a credible employer attracting people who ‘want’ to work for you.
So how do you articulate all of that through your website?
Use well thought out content that communicates your culture:
-who you are
-what you do
-where you are
-when you care
-how you care
-why you care
These questions can be answered throughout your home page, about us section, services page, etc. One point to remember is copy for the web should be different for that meant for print. Most people skim read websites rather than loiter; your main aim is to give people what they want to see in the blink of an eye, and the search engines great content so you will be found online.
The essence of website content is originality. Search engines and your audiences want original and genuine content. Communicate the company ethos and personality, forget the industry jargon, and keep the updates regular.
One page often overlooked that can help with promoting your business is the news page. Some people call it a blog; it’s exactly the same. The news page is where you can communicate what it is you do in real time.
Developing a news page can have a positive impact on your business for a number of reasons:
- Keeps your staff, residents, families of residents, their friends, and the wider community engaged with your business.
- Builds your image and reputation.
- Illustrates how proactive you are within your business.
- Original content will be proactively promoted throughout search engines thus increasing traffic to your website.
So start today with these easy to follow tips:
1. Consider a brief headline. In any search result only the first 50-60 characters of the title will appear. Never repeat your headline in consecutive posts, search engines will assume it’s a duplicate of the last piece and place it way down the search results list.
2. Write for your audience, use a conversational tone to engage the people you want to engage. It’s worth mentioning that writing for the family and friends of your residents will be different to writing for the purposes of educating the CQC about what it is you do.
3. Keep your sentences short with no jargon. Lists can be good to allow you to get to the point but again use where relevant. For instance writing about a new dementia garden would potentially be more conversational supported with pictures of residents enjoying the sights, smells and textures, whereas a story reporting your nutritional policies would be completely different and perhaps more educational in tone.
4. Don’t fill the content with the same key word. Constantly repeating the name of your care home within every article will place
you at a disadvantage. Search engines will move you further down the search list.
5. Use photos and if you have them videos, news that can illustrate the story is far more engaging for the reader.
6. Add a quote from a spokesperson; this could be your home manager, a member of the care team, and resident or family
member. Not only do quotes add weight and perspective to a story but they also they make it real.
Remember the magazine cover, you want people to have a good first impression about you and engaged enough to want to learn more. Make sure you look the part but talk the part. You are experts in your field, regular content updates make it much easier for people to understand you, find you, and ultimately enquire about your services.
Colette Lowe, Managing Director of Chew PR, care sector public relations specialists based in Yorkshire.
01924 609529 | 07946 508697