Presbyterian Homes & Services of Kentucky
The Project
Presbyterian Homes and Services of Kentucky is a non-profit, faith based assisted living provider with strong ties to the Presbyterian Church. PHSK offers compassionate care and housing to older adults in 4 locations across the state.
The Opportunity
PHSK came to DBS desiring a site that would communicate the high quality of life its residents enjoy. The site needed to educate visitors about services provided, share news and events with families, and convey the beauty and amenities for each of the campuses located across the state.
PHSK wanted to encourage donations and offer opportunities for visitors to get involved. Volunteer and job opportunities are available on the site, with the option to apply online for open positions. PHSK’s site needed to be visible within the search engines, and rank highly amongst the numerous other assisted facilities in the region.
The Solution
DBS>Interactive designed a site that conveys the spirit of caring offered in the PHSK communities. PHSK’s site includes a news section that is a connection point for families to see pictures and read about the daily activities and exciting events that take place at the campuses. The site’s content is easily updated with a content management system that ensures families and prospective residents are informed of what PHSK has to offer.
The site was designed to share information, photos, and virtual tours of the beautiful campuses and to inform prospective residents and their families of services. The DBS marketing team researched and targeted important keywords and optimize on page content to deliver visibility in the search engines. Location based optimization and linkbuilding campaigns have helped promote PHSK’s quality care. A media center featuring videos educates visitors about the rich history of offering care in Kentucky, and shares testimonials of residents and employees.
The Impact
DBS>Interactive helped increase search engine traffic by over 54% during the second year of their marketing campaign. Location specific keywords were targeted to help performance of individual campus pages, and the campuses pages are the most popular on the site. PHSK currently holds the #1 position in Google for 7 locally targeted keywords.
Utilizing on-page and meta content, linkbuilding, and optimizing locations pages, PHSK has been able to increase virtual tours, job applications, and contact conversions exponentially since their marketing campaign has been implemented. When comparing the first half of 2011 to the first half of 2010, visits are up by 12%, and search engine traffic increased 7%. Their site traffic and search engine traffic continues to grow, increasing conversions.
