Increase Assisted Living Inquiries with This Simple Online Strategy

Many assisted living facilities still rely on walk-ins, phone calls, or professional referrals to generate leads — but these methods are unpredictable and hard to scale. The most consistent and cost-effective way to increase inquiries is by building a targeted online strategy that connects with decision-makers at the moment they’re actively researching care options. This article outlines a straightforward, high-impact approach to increasing assisted living inquiries using digital visibility, trust signals, and on-site conversion techniques.

Understand the Modern Assisted Living Buyer

The majority of assisted living inquiries come from adult children researching care for a parent. Their priorities include:

• Safety and quality of care

• Clean, home-like environment

• Transparent pricing

• Friendly, engaged staff

• Clear availability and location details

According to A Place for Mom, over 70% of families begin their search online — often before ever speaking to a facility. This means your website and online presence are doing the heavy lifting long before a call is made.

Start with Google: Own Your Local Search Results

The most valuable real estate for inquiries is Google’s Local Map Pack — the top 3 listings that appear when someone searches “assisted living near me” or “senior care in [City].” To get there:

1. Claim and verify your Google Business Profile.

2. Add real photos of rooms, amenities, meals, and common areas.

3. Choose the correct categories: “Assisted living facility,” “Retirement home,” etc.

4. List your service areas and include a compelling business description.

5. Ask families and residents for honest Google reviews.

Google uses relevance, proximity, and quality to determine rankings. Maintaining an active, complete profile is critical.

Create City-Specific Landing Pages on Your Website

Families often search using specific location terms like “assisted living in Suwanee” or “care homes near Duluth.” If your site doesn’t have dedicated pages for each area you serve, you're unlikely to show up in search results.

Each location page should include:

• City name in the page title, H1, and meta description

• A description of your services in that area

• Testimonials from local families

• A Google Map embed with directions

This structure increases local relevance and improves SEO. For more details, see Search Engine Journal’s guide to local landing pages.

Make It Easy to Inquire — Everywhere

Your website should be a lead generation tool, not a digital brochure. Many facilities bury their contact information or use complicated forms. To increase inquiries:

• Place a visible “Schedule a Tour” or “Request Information” button in your main menu and at the top of every page.

• Use a short form that only asks for name, phone, email, and preferred visit time.

• Add a “Call Now” button that’s sticky on mobile.

Use HIPAA-compliant form tools if you’re collecting health-related info. Tools like Formstack and Jotform HIPAA offer safe, branded options.

Show Social Proof Where It Counts

Trust is essential — especially when families are making decisions from a distance. Build confidence with:

• Real Google and Caring.com reviews

• Testimonials with first names or anonymous quotes from families

• Resident spotlights or short stories

• Accreditations and affiliations (e.g., Better Business Bureau, state licensing agencies)

Reviews should be visible on your homepage and service area pages — not buried on a testimonials tab.

Use Video to Turn Interest into Action

Video helps prospective families visualize life at your facility. It also increases time on page and trust.

Create:

• A 90-second welcome video from your administrator or care director

• A walkthrough showing common areas, dining, and rooms

• Clips from resident activities, staff interviews, or special events

Post on YouTube, embed on your homepage, and include clips in Google Posts or Facebook ads. According to Wyzowl, 91% of marketers say video has helped increase user understanding of their product or service.

Use Google Ads the Right Way

Google Ads are one of the fastest ways to increase assisted living inquiries — but they must be compliant and strategic.

Do:

• Target by location (city or radius)

• Use intent-based keywords like “assisted living near me” or “help for elderly parent”

• Point ads to location-specific landing pages

Avoid:

• Personalizing ad copy (e.g., “Is your mom struggling at home?”)

• Asking for medical information on landing pages

• Using demographic targeting for age or gender

Comply with Google’s Healthcare and Medicines Policy to avoid ad disapprovals or restrictions.

Facebook Ads to Reach Adult Children

Facebook still dominates among adults aged 40–65 — the prime demographic for assisted living decisions. Use boosted posts and simple ad campaigns to:

• Share video content

• Highlight availability or upcoming events

• Promote seasonal tours or move-in incentives

Target geographically and focus on value, not guilt. Messaging should highlight freedom, peace of mind, and a vibrant lifestyle — not aging or decline.

List on Major Directories — but Build Your Own Pipeline

Sites like A Place for Mom and Caring.com drive a lot of visibility — but they also take a large percentage of move-in revenue. While they’re valuable, they shouldn’t be your only source of inquiries.

Use them to get initial exposure, but invest in:

• Organic SEO to drive your own traffic

• Paid ads that lead to your branded website

• Email follow-ups for interested families

• Events that build local awareness

Your own site, leads, and CRM should be the center of your strategy — not a third-party portal.

Use Events to Build Trust and Get Inquiries

Hosting small, public-facing events is one of the most effective ways to build awareness and generate referrals. Consider:

• “Brunch & Tours” for adult children on weekends

• Fall festivals, holiday dinners, or game nights open to families

• Monthly information sessions about planning senior care

Promote these events through Facebook, Eventbrite, your Google Business Profile, and local community calendars.

Events allow families to visit without pressure and build familiarity before making a decision.

Make the System Work for You

Increasing inquiries doesn’t require a complex strategy — just one that’s consistent and well-executed. By focusing on local SEO, visibility in Google, website conversion, and trust-building content, assisted living facilities can create a steady stream of qualified inquiries without relying on chance.

When paired with a broader growth system like The Accelerator, these strategies work together to reduce vacancy and attract ideal residents year-round.

Your Community Relations Director Will Thank You.

Cordially,

Roxford Digital