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.
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.