Case Study: Brightview Senior Living

How do you make a website feel like home?

The Challenge

Choosing a senior living home is an emotionally taxing process that typically begins online. Brightview Senior Living needed a website that propelled people from the web to one of its communities.

Markets & Services

LOOK-AND-FEEL

Details matter

Brightview needed to stand out in a crowded marketplace. We positioned them as a friendly, upscale offering by adding modern, elegant details like patterned backgrounds, a welcome video and absolutely no stock photography.

Language

Speak your voice

When we toured Brightview's communities, we knew we had to capture the friendly, welcoming vibe we found there. We developed a voice guide and drafted content that makes the site's language feel like people, not robots. Then we added Facebook feeds, activity listings and other dynamic elements to bring Brightview to life.

LEAD GENERATION

Place the call

Brightview's main goal: increase leads and get people to visit a physical community. So we built an interactive map that lets users quickly browse each community and placed calls-to-action in all the right spots. In just three months, new contacts acquired increased by 52%.

COMMUNITY INTEGRATION

One platform, multiple personalities

Brightview operates 35+ communities, and each one is distinct. We needed a website that could reflect each community’s personality, while still being easy to maintain. We integrated Brightview's communities with a cohesive look-and-feel and a global navigation that allows visitors to surf from one community to another.

SEO

Flood the market

To drive greater awareness, we took a fully integrated approach to strategy and design. Using SEO and analytics expertise, we offered recommendations to boost SEO, such as changing "dementia care" to "memory care" due to greater search volume. Our digital marketing team optimized for geographic terms in Brightview's main markets. We even created a print brochure announcing Brightview's new brand. We really can do it all.