Brookfield Senior Living

Crafting a modern site to help an Arkansas senior living company get more leads and showcase what makes them unique.

  • New Website
  • CMS Migration
  • SEO
  • CRO
  • Hosting

The Client

Brookfield Senior Living is a senior living company operating three beautiful communities in Bella Vista, Fort Smith, and Hot Springs, Arkansas. Brookfield enjoys rave reviews from residents and families. Unique among senior living providers, many of their team members have spent a long time with the company.

The Brookfield team wanted to do a better job of showcasing what makes their communities unique while also growing their digital lead volume.

The Problem

Brookfield's existing site was hosted on a proprietary CMS run by a marketing company. By the time Amethron was brought on, there was less than a month to go until their agreement with the company expired, after which their website would go dark.

The existing site appeared broken on mobile devices. Some of the information was out-of-date due to how difficult the proprietary CMS was to use. Their SEO performance was generally good but showed definite areas for improvement.

Due to the nature of the existing provider's CMS, we were unable to get an export of their site data. This meant we couldn't use a normal migration process. Additionally, there were licensing concerns surrounding some of the stock photography, which was used extensively on the old site.

The Solution

We quickly decided we needed to take a two-pronged approach.

First, we cloned their existing site using a custom scraping tool and reconstituted it as a static site with a custom form handler. This would preserve their SEO rankings and ensure that they would continue to receive leads. We replaced their stock photography with properly-licensed images.

Second, we got to work on a new site. Design-wise, we wanted to go for an "understated elegance" that highlighted Brookfield's unique offerings, bright yet cozy surroundings, and brand colors.

We built Brookfield's site on Statamic. It allowed our team to seamlessly transition from design to development, leveraging Statamic's flexible fieldtypes to build a site structure that would be comprehensive yet easy to maintain.

Because Brookfield only has three locations, we were able to make use of Statamic's powerful native form capabilities to route leads to their community directors without the overhead of a marketing CRM integration.

The new site has resulted in measurable increases in digital leads, traffic, and keyword rankings, helping Brookfield stay competitive.

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