Brookdale unveils $4 million website redesign

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Brookdale unveils $4 million website redesign
Brookdale unveils $4 million website redesign

Brookdale Senior Living has spent $4 million to date redesigning its website after analyzing millions of visits to its former site, interviewing consumers and reviewing other types of websites with which many consumers already are comfortable, the company announced Tuesday.

“We are taking cues from other sites, such as real estate, travel and hotel, that visitors are accustomed to using,” said Michael McCamish, director of web development for Brookdale, the country's largest senior living provider. “This means people won't have to spend time figuring out how to use our site. It will be smooth and intuitive.”

Brookdale's website attracts more than 500,000 visits every month, according to David Cygan, Brookdale's senior vice president of marketing. More than 80% of adult children turn to the internet when they look for care for an aging parent, the company's research found.

The first phase of the redesign went live in mid-August. The new site features more focused information about the company's communities, according to Brookdale.

“Our research showed that providing too much community information up front can overwhelm people,” McCamish said. “We've streamlined the design to showcase the three features families care about most, which are safety, location and what makes the community unique.”

Site visitors now are able to search for and compare communities based on location, level of service, amenities and more. Consumers also want to know how a senior living community is situated in the city or town surrounding it, Brookdale discovered, so the redesigned site shows area grocery stores, churches, public transportation and other nearby amenities.

Brookdale said it intends to invest more in the site redesign. A second phase, scheduled to launch this fall, will incorporate reviews and ratings, live chat capability and additional accessibility for mobile devices, according to the company. An additional feature planned for next year will enable family members involved in the decision process to share information with each other via the site.

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