May 2, 2024 —With the click of a button, prospects, job seekers, and others engage with Kendal every minute of every day. In a time when an organization’s digital footprint is its “new front door,” Kendal has begun making impressive changes to the online presence of Affiliate websites. Improvement options such as an improved navigation menu, new content pages, a new footer, self-identification options and home page video display are underway and are expected to be completed by the summer.
Cara Cassner, TKC’s Director of Marketing, explains, “Without having to overhaul the entire website, we are able to make impactful modifications to website design, content, and functionality that align with current best practices to ensure we are making the right impression.” A website that regularly updates its content adds new features and maintains its technical integrity signals to search engines that it is current, relevant, and, thus, deserving of a higher SEO rank.
In 2023, over 80% of Kendal’s leads initially discovered us through the website, compared to just 52% in 2019, the year the previous website enhancement was designed. This data highlights the growing importance of a user-friendly and engaging online presence.
These exciting additions and revisions to Kendal Affiliate websites aim to enhance user experience, increase engagement and connections and reinforce Kendal’s message of being an outstanding, value-based organization that provides a transformation experience for older adults.
2023 Discovery & Planning
Because it had been a few years since the latest version of the Kendal website launched, Affiliate marketing teams began to request changes to improve the site’s look and feel and enhance the user experience. This led to an engagement with Kendal’s web partners to evaluate what improvements could be made in a timely and cost-effective way.
During 2023, the Website and Communications Committee (a cross-functional committee dedicated to the continuous improvement of Kendal’s digital presence) participated in brainstorming meetings and surveys to gather what changes were wanted.
Discovery Goals:
- Determine how Kendal’s target audiences can best accomplish their goals or fulfill top tasks online through streamlined navigation.
- Add website page options highlighting Kendal priorities, such as sustainability and DEIB values, and grab the attention of Kendal’s most common prospective persona, “planners.”
- Provide options for audiences to self-select who they are upon visiting the site. Based on self-identification, direct them to content that reflects their journey with Kendal.
Not every Affiliate website will utilize all the new options. However, the changes include:
- a new navigation (menu) and enhanced footer,
- a refreshed homepage design with a full-screen background video option,
- an emphasized search bar, and
- a self-identification option.
New Home Page Navigation and Top Menu Options
The new navigation on the top of the home page was redesigned to match a user’s journey and increase engagement. The new navigation made many changes to the location of existing tabs and added some new ones, including separating out the care services tab, adding a distinct values tab, and adding the “planning” tab for those visiting the site who are ready to make a connection or further their journey. A lot of attention was given to menu item prioritization changes, how this would impact conversions (attracting visitors to contact us), and ensuring the mobile experience is as fluid as on a desktop. Mobile traffic lead generation is over 50% for some Affiliates (30% overall). And, Mobile also has higher engagement compared to desktop: 53% vs 31%.
Introducing New Web Pages
Kendal’s new website displays new web pages where spirituality, sustainability, and diversity now have dedicated digital homes.
- Sustainability Page: The Sustainability page, located under the Values tab, is a place where Affiliates can outline their commitment to going greener, highlight resident participation, and present their long-term vision of a sustainable campus.
- Welcoming Diversity Page: The Welcoming Diversity page, also located in the Values tab, emphasizes the importance of diversity and inclusion in vibrant community life. Affiliates can highlight initiatives regarding employee team members and resident DEIB initiatives, including SageCare and any similar credentials, post the Kendal DEIB Pillars and link to a new video on diversity in development.
- Spirituality Page: The Spirituality page, located under Community Life in the Wellness tab, is a place to acknowledge the importance of spiritual connection at all stages of life, especially for older adults, while emphasizing a welcoming, inclusive environment for all faiths and spiritual paths. Here, Affiliates can highlight the various faith traditions represented within the community through resident stories and educate on the historical influence of Quakerism and other beliefs associated with the community’s founding.
- Plan a Visit Page: The Plan a Visit page incorporates all the information a prospect needs to plan a visit in one convenient location. This page can include information on what to expect on a tour or “try-it” visit, directions, maps, and direct contact information for the marketing team.
- Join the Waitlist Page: The Join the Waitlist page can include a digital form to join online, details on the waitlist deposit, a description of the benefits of joining the waitlist, and a highlight of specific floor plans that may be in high demand.
Self-Identification = Customized View
Users will now have an opportunity to identify themselves as coming to the website to look for information for themselves as residents, a loved one, or looking for a career opportunity. Once they do that, a customized information page will be opened for them, curated to their needs.
- Myself: This would direct users to a page that could consolidate important top-of-funnel content for new website visitors and include links to pertinent blogs, information guides and eBooks geared toward prospects early on their buyer journey.
- A Loved One: This would direct users to a page that could consolidate important top-of-funnel content for adult children looking at senior living options for their parents and can link to caregiver resources, financial planning community information, and offer the ability to schedule a Tour.
- Job Seekers: This would direct users directly to career and job opportunities.
New Footer
The new footer has been revised to include information shared across all pages. It can now include a Diversity Statement, Resident Resources tab and new logo options, such as one that indicates a “dog-friendly” community.
Post-launch Strategy
The freshly updated website will help improve user experience and highlight Kendal’s values, leading to better-qualified conversion and brand recognition. To make the most of these website enhancements, Affiliate Marketing Teams are encouraged to regularly update their websites with content. This could include informative blog posts, showcasing engaging photos in a gallery, or featuring resident testimonials.
The Website and Communication Committee is continuing to explore new ways to improve the Kendal website and resident experience. This includes evaluating the latest tools and technologies for engaging with prospective residents. If you’re a staff member interested in joining the committee, reach out the Cara Cassner at ccassner@kcorp.kendal.org.