Marketing That Reflects the Heart of Senior Care
In the world of skilled nursing and senior living, trust is everything. Families are making some of the most important decisions of their lives — and your website is often where that journey begins.
At Farmboy, we’ve spent 25 years helping care-focused businesses create digital tools that not only look good, but truly work. Here’s our guide to best practices when it comes to marketing your nursing home or senior care facility — and how to make your online presence feel as trustworthy as the care you provide.
1. Build a Website That Builds Trust
Your website should be a reflection of the safety, warmth, and professionalism families experience when they walk through your doors. That means:
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Custom design that aligns with your brand
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Accessible layouts that meet WCAG 2.2 compliance
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Clear calls-to-action for tours, inquiries, or admissions
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SEO-driven structure that helps people find you online
A templated, outdated site simply won’t cut it. We build custom WordPress websites designed for your audience — families, caretakers, and referral sources.
2. Prioritize Accessibility & Mobile Experience
Many family members searching for care are doing it on their phones, often during stressful times. Your site should:
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Load quickly
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Be easy to navigate on mobile
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Include large, readable fonts
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Offer keyboard and screen reader accessibility
Making your website accessible isn’t just good practice — it’s the right thing to do for your community.
3. Use Emotionally Resonant Content
People aren’t looking for a product — they’re looking for peace of mind. Your messaging should speak to that:
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Use real photos and videos of your residents, staff, and spaces
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Share testimonials from families and caregivers
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Highlight your commitment to care, safety, and dignity
We write content that reflects your voice, values, and mission — building confidence from the first click.
4. Local SEO Matters More Than You Think
People looking for care search terms like “nursing home near me” or “skilled nursing in [city name].” That’s why:
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Location-specific landing pages are essential
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Optimized metadata, schema markup, and fast load times help Google rank your site
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Claiming and updating your Google Business Profile is a must
We make sure your facility shows up when and where it matters most.
5. Maintain Brand Consistency Across Channels
Your logo, colors, messaging, and tone should remain consistent — from your website and brochures to your social media and signage. Consistency builds recognition and credibility.
If your current brand feels outdated or misaligned, we offer branding refreshes that retain your history while updating your image for today’s audience.
6. Create Content That Answers Questions
Blog posts, videos, and guides that answer real questions — like “What’s the difference between skilled nursing and assisted living?” or “How do I pay for long-term care?” — build authority and help families make informed decisions.
We help you produce content that educates and earns trust.
7. Make It Easy to Take the Next Step
Don’t hide your contact info. Your site should make it easy to:
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Book a tour
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Speak with a care coordinator
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Request information
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Understand what to expect
We design user journeys that convert interest into action.
8. Don’t Forget Ongoing Support
Your site should grow with you — which is why we build on flexible platforms like WordPress and offer ongoing support. Whether you’re updating services, sharing events, or adjusting content, we make sure your digital presence stays up to date and secure.
Why Senior Care Facilities Choose Farmboy
We understand that your website isn’t just a marketing tool — it’s an extension of your care.
✅ Strategic, not just pretty
✅ Built right the first time
✅ Crafted with compassion and compliance
✅ Focused on real results
Let’s Make Your Website One Less Thing to Worry About
Your team has enough to focus on — from staffing to regulations to making sure residents feel at home. Let Farmboy help you create a digital presence that reflects your care, builds trust, and brings peace of mind to every visitor.
📞 Get in touch today: 515-309-9869
🌐 www.farmboyinc.com
