2 Website Traffic Analysis Google Analytics data were analyzed to gain a greater understanding of visitor behavior and changes that can have a positive impact on user experience on senior living websites. The research focused on nine Life Plan Communities that were a representative sample of senior living communities. This sample included communities in suburban and rural markets, stabilized communities as well as those undergoing expansions, and a variety of contract types. This research is based on data for a six-month period. All of the communities in the study have websites that are optimized to be mobile friendly and are utilizing digital marketing. This research also analyzed how the results varied based on whether communities were directing their PPC traffic to their main website or a squeeze page to explore the impact on conversion rates and cost per conversion. Although a lot of data were reviewed, this report focuses on actionable results and answers to questions that we have heard from numerous clients, prospective clients and colleagues. How visitors are getting to senior living websites There are four keys ways that visitors find senior living websites. Overall, the greatest percentage of visitors (39%) is finding websites through paid digital marketing (AdWords, remarketing, Facebook advertising). Without paid advertising nearly 40% fewer visitors would have gone to these websites. On average this would have resulted in 1,140 combined fewer visitors each month for the websites studied. Traffic from organic web searches is the next highest source of visitors at 26%. Ensuring that websites are designed with SEO (search engine optimization) is critical to ensure a community ranks high in search results so that prospects can easily find the website. Citation bursts are one element of SEO that is a concentrated effort to make sure you are listed in free local platforms such as Facebook, Google+, LinkedIn and Yelp.