This is an excerpt from Big Buzz’s eBook Calls to Action that Work: The Senior Care Industry Insider Report, which contains all the guidance you will need to optimize your CTAs across the board. Get your free copy of the full eBook.
Big Buzz conducted an audit of website calls to action from the top 10 largest senior living providers in the U.S., according to Argentum’s 2021 Largest Providers Report.
What Industry Leaders Do Well
- 90% designed website buttons in a contrasting color to the content web page for optimum click-through rate.
- 90% followed the rule for text appearing inside the website call-to-action button written in no more than 5 words.
- 80% began all call-to-action button text with an action word, or verb, like “Get,” “Download” or “Schedule” for optimum click-through rate.
- 70% achieved the standard of call-to-action buttons designed larger than desktop call-to-action buttons on mobile devices for optimum click-through rate.
Where Industry Leaders Need Most Improvement
Only 20% of industry leaders used the call to action “Download now – it’s free” for downloadable assets. Very few offered downloadable assets at all. Offering downloadable assets on your website invites visitors to glean valuable learnings from you and come to trust you over time. In exchange for this value, downloadable content allows your organization to collect contact information from visitors.
Below, find examples from the three organizations (Sunrise Senior Living, Erickson Senior Living and Senior Lifestyle) that offered downloadable assets or employed other valuable lead-capture strategies.
Erickson Senior Living
Sunrise Senior Living
Just 20% of industry leaders used some variation of “Schedule a tour now” or “Schedule a consultation now” for the contact call to action. Five Star Senior Living did a good job of teeing up the opportunity with this compelling call to action. Upon finding a community, web visitors are prompted to “Schedule a tour.” This is a good example of taking the visitor on the journey into the community’s door.
Five Star Senior Living
While many industry leaders included testimonial quotes on their websites, none placed testimonial quotes near the website call-to-action buttons to increase click-through rates.
Sunrise did place the following testimonial quote adjacent to a call to action, but not near it. It would be better to add quotes like this one directly below or next to call-to-action buttons for higher conversions.
Sunrise Senior Living
If industry leaders aren’t following The Clear Call to Action Model, then how are they leading the industry? Vast brand awareness. Expansive content marketing efforts driven by sophisticated automation. Large online advertising budgets with landing pages that convert. Deep investment in sales team processes training. Industry giants remind all players to also invest well in these areas at a scale appropriate to their organization. Plus, by checking the boxes on all 12 attributes covered in The Clear Call to Action, your organization will compete well in the industry with strong calls to action.