In 2019, a well-built website isn’t just a nice-to-have — it’s a must-have. That’s where Presbyterian Homes, an upscale continuing care retirement community brand in the Chicago area, was struggling. Its website didn’t reflect the country-club-like atmosphere found on each campus, had serious SEO issues and wasn’t generating quality digital leads for sales.
new contacts in 30 days
sales-qualified leads
conversion rate on content
Presbyterian Homes is a network of three luxury continuing care retirement communities and one standalone rental community in the Chicago area. It’s been the recipient of numerous awards for its outstanding level of care, from independent living to rehabilitation to skilled nursing. Residents can choose from a variety of living options, enjoy upscale amenities and experience peace of mind about their future care.
The Challenge
In a world where responsive and appealing websites are key, Presbyterian Homes wasn’t hitting the mark. Its website was spread over multiple subdomains, diluting SEO efforts, and the content and look of the site didn’t align with what its audience was seeking nor what Presbyterian Homes wanted to portray about its brand. Additionally, the site wasn’t generating quality digital leads, and the organization didn’t have technology in place, such as an automated marketing system, to nurture digital leads to sales readiness. Furthermore, no goal-oriented digital strategy existed.
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Our Strategy

To help Presbyterian Homes project an upscale image and attract qualified leads, Marketing Essentials designed and built a new performance-based website to provide the brand with a solid digital foundation.

The new site would keep the best of the current one — the wealth of information and distinct character of each community — with a user-friendly layout, data-driven design, SEO optimization and content targeted specifically to each community’s audience.

The new website also needed a new way to collect and track leads. Besides just looking good, it would work to draw in the right prospects and move them toward taking an action.

We created clear, strong calls to action on the site and implemented the HubSpot automated marketing system, integrated to their existing CRM to help Presbyterian Homes track, nurture and identify the ROI of their strategic digital initiative.

Next, a series of landing pages targeted specifically to each community addressed questions about cost and amenities with gated whitepapers and guides. After downloading the document, the audience can be enrolled in a series of personalized automated email workflows to move them toward the bottom of the sales funnel, already building trust with the sales counselors.

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Our Results

The new Presbyterian Homes digital program began attracting — and converting — the desired audience immediately. In an industry where making a sale could take months or even years, Presbyterian Homes’ sales pipeline acquired 273 new contacts within 30 days of program launch, 111 of whom have already moved on to become sales-qualified leads for the sales team to nurture.
The landing pages also began to perform, with conversions for the community cost comparison guides ranging from 31 percent to a staggering 46 percent view-to-submission rate.

“I would highly recommend the experts at Marketing Essentials. They have changed the game for us. Not only does our digital presence reflect who we truly are, but it’s generating quality leads, allowing us to engage with those leads and creating efficiencies for sales and marketing. With Marketing Essentials, you get a team of expert web developers, writers, digital strategists and project leaders. We couldn’t have found a better place to do business. They really understand us and what we do.”

– Bob Werdan, Presbyterian Homes Vice President of Marketing and Public Relations

When it’s time for a fresh, modern approach to marketing, looks aren’t everything. Data — real insights from customers and stakeholders — is what makes a data-driven digital marketing program produce quality leads to reach organizational goals.