Healthcare lead gen: driving SEO results through content

CareChoice is a brand-new SaaS company that helps senior citizens find the best assisted living and senior care facilities for their golden years. Most prospective residents and their families struggle to compare the many facilities available. CareChoice helps families quickly narrow their top choices and ensure their loved one's quality of care. They partnered with us to establish their brand in Google's results for valuable customer search terms and generate organically driven leads.

CareChoice approached us with an ambitious goal: to become the leading website where anyone can find the best assisted living facility in the United States. To meet that vision and address the challenge of a brand-new site with no domain authority, we had to start from the ground up - a deep dive into SaaS keyword and niche research, plus a solid content strategy. Without it, CareChoice would be at the mercy of paid ads and offline marketing.

We kicked off by conducting niche and keyword research to determine the most successful target demographic - adult children of seniors, usually adult females, emerged as the core audience. We researched how they discover information about senior care through keyword and search-intent analysis, then built over 21 targeted landing pages speaking directly to them. Next we closed the content gap at each stage of the customer journey with optimized articles covering how to find the best facility, how to pay for senior care, the difference between assisted living and home care, moving seniors into assisted living, and more.

Publishing this authoritative, audience-focused content allowed CareChoice to rank in assisted-living search results across a handful of their top city targets. Alongside city-based keywords, we composed a wide range of content pieces addressing every challenge their audience faces. This content continues to climb the results day after day, driving increasing visitors and leads on the power of its own optimization and contextual relevance.

Now that CareChoice is established where their customers are searching, our next phase develops site authority through external links on elderly- and healthcare-related websites. This external validation continually strengthens their authority, giving each page more power to move up the results faster and drive more targeted leads.