Overview
Optalis Health & Rehabilitation Centers and Cranberry Park Assisted Living communities, conveniently located in Michigan and Ohio, provide exceptional senior living options for individuals in need of post-hospital rehabilitation, skilled nursing, or assisted living care. These communities are known for their unrivaled hospitality and offer access to a level of expertise, experience, and resources that sets them apart.
The client came to Marketing Essentials with no formal digital marketing strategy. Additionally, they were growing rapidly through acquisitions and needed assistance in creating a unified website structure that would 1) ensure brand awareness and 2) drive leads to the sales team for each location.
Results
Marketing Essentials created a multi-pronged plan to address Optalis’ challenges. First, we designed and built a new website that brought all 30+ properties under one unified brand. Next, we set up ongoing SEO monitoring and analysis to make incremental changes and improvements to the site. To date, website clicks have increased 20% from the prior year and rankings have achieved first position in SERP results in some markets. Finally, we created digital advertising campaigns to drive brand awareness and leads. These drove more than 2.5x the sessions to the website than Optalis had seen the previous year.
CLIENT TESTIMONIAL
Hear from Optalis Healthcare
"We are grateful for our partnership with Marketing Essentials! Their support in strategy development, online brand presence, and SEO efforts has been very valuable. This collaboration between the Optalis Marketing team and Marketing Essentials is built on open communication — we share our evolving needs, business insights, and ideas, and they help bring them to life. Through focused efforts, we’ve achieved some outstanding results! Website clicks have increased by 20% compared to the prior year, and our SEO has dramatically improved. We appreciate Marketing Essentials for being a trusted partner in our success!”
– Jody Beckley | Corporate Director of Marketing
"Marketing Essentials has helped us achieve amazing results! We increased website clicks by 20% from the prior year, and dramatically increased our SEO: in some markets we went from 14th to 1st place."
– Stephanie Greazel B.S., NHA | Corporate Director of Public Relations and Brand Management
Digital Advertising
Marketing Essentials executed geofencing campaigns using Google Ads and Facebook/Instagram Ads to target specific locations. Paid traffic continues to show growth.
At the start, brand awareness ads were used to draw in traffic and increase awareness of new acquisitions. After some time, ads transitioned to high-intent search campaigns and location-based ads targeting in-market audience segments.
- Previous Year: 15,593 sessions
- Ad Strategy in Place: 40,806 sessions
SEO
Our team created brand guidelines to identify an official naming scheme for each location. Consistent and accurate citations across the web are key for building off-page and local SEO.
Clicks increased nearly 20% in Q4 2024 compared to Q4 2023. (This comparison is prior to the new website launch, compared to after the site launched in March 2024.)
From the site launch through the end of the year, site traffic has experienced steady growth, a healthy trajectory for a site of this size.
Ranking is improving in targeted keywords. There has been a steady increase in the number of ranked terms. (Charts provided by Semrush)
LET'S WORK TOGETHER.
