13 Conclusions Insights from Google Analytics Websites should be optimized for mobile. A significant percentage of traffic is from visitors using tablets/mobile phones, and it continues to grow. Additionally, as Google algorithms have an increased focus on mobile, optimization is needed to secure placement in organic search results. Digital marketing campaigns should be part of the overall marketing/lead generation budget. The number of digital leads a community receives significantly increases when a community adds digital marketing, and these leads are generated at a very low cost when compared to other lead generation tactics. PPC traffic should be directed to a squeeze page. Conversion rates are significantly higher for traffic sent to a squeeze page where the focus is on having prospects fill out a form to receive additional information, resulting in a much lower cost per conversion (cost per lead). PPC campaigns should have a mix of text and banner ads. Although the majority of the budget should be allocated to text ads, a small portion of the budget (5% to 10%) should be reserved for banner ads, as both are elements of a cost-effective digital marketing campaign. To see a video that explains Love & Company’s philosophy toward integrated marketing, visit: bit.ly/integrated_digital Insights from Heat Mapping Floor plan images are the most popular elements on senior living websites. Calls-to-action that relate to floor plans, especially when paired with an image, receive the most clicks. Having large floor plans that can be downloaded keeps visitors on the website longer. A dedicated photo/video gallery is the second most popular page. This page should be clearly labeled and shown in the top and bottom navigation bars for the best results. Contact forms should be short with a few required fields and include a comment box. This box allows prospects to control their interaction with the community when they inquire through the website. The comment box, which allows them to request exactly what they want, is a great tool to assist with the discovery process.