BELMONT VILLAGE | SENIOR LIVING BRANDING
Belmont Village, a high-end franchise of assisted senior living homes, had an outdated brand image that lacked differentiation and did not portray the organization as the industry leader. Additionally, the company’s website had not been updated since 2008, was not responsive for mobile viewing, and had a confusing site architecture with 24 different microsites for each location, old photography and redundant information. The site’s multiple forms did not use reCAPTCHA which resulted in the collection of unqualified leads from robots.
Axiom helped Belmont Village to refresh their senior living branding and communicate their value proposition of exceptional care, hospitality and architecture. The “A Place To…” thematic was used across a new, responsive website as a method to showcase the many attributes and benefits of the Belmont Village communities. The site was built to be responsive and easy to navigate. It featured new photography, SEO best practices and lead generation tools. The thematic direction and look & feel of the senior living branding were then leveraged across brochures, recruiting materials, and billboard advertising.
“I want to share with you the number of move-ins from belmontvillage.com in February. We attribute 17 move-ins because of the website. I think by far this is the most we have ever had in one month and I am thrilled with this result.”
– Carline Motto, Executive VP and Marketing Director