Let me paint a picture. I’m 47. I’m married. I’ve got two kids, a full-time job, and a mom who just fell at home and can’t live alone anymore. I didn’t plan for this, and I definitely didn’t expect to be searching for a senior living community at 11 p.m. on a Wednesday while holding a glass of wine and staring at my laptop.
But here I am.
I go to Google and type “assisted living near me.” I open the top five results. And this is where the problem begins.
Site 1: Feels like a time machine
The first site looks like it hasn’t been updated since 2003. The font is small, the photos are blurry, and there’s no real information about pricing. I try to click around but half the links don’t work on my phone. I give up and close the tab.
Site 2: Looks good, but lacks answers
This one is prettier. It loads quickly, has professional photos, and even a video. But there’s no mention of cost. No clear info on levels of care. I find a “Contact Us” button but it takes me to a form that wants all my personal information before I can ask a single question. I’m out.
Site 3: Overwhelming and outdated
It’s busy. Too many tabs. A sea of words and no clear path to schedule a tour. I scroll for five minutes and still don’t know if they even offer memory care. I’m not reading a novel at midnight. I close it.
Site 4: A unicorn
This site works. It’s mobile friendly. There’s a big “Book a Tour” button. The homepage lists services clearly. There’s a pricing range, a simple FAQ, and a direct phone number at the top. They even have a live chat that actually responds.
I call the next morning and schedule a tour. Simple. Human. Helpful.
Guess who got my business?
Here’s the Reality
I didn’t choose the community with the best chef. I didn’t compare activities or floorplans. I chose the one that made it easiest to understand what they offer, what it costs, and how to take the next step.
And this is what most senior living communities are missing. They assume that people will take the time to dig through every page or pick up the phone and ask. But Gen X doesn’t operate like that. We were raised on AOL, built careers through the tech boom, and live online every day. If your site is confusing, outdated, or slow, we’re gone.
What Gen X Caregivers Expect
- A site that works perfectly on mobile
- Clear descriptions of services and care levels
- Pricing ranges without having to give up personal info
- Easy buttons to schedule a tour or call
- Real photos and testimonials
- Fast response when we reach out
We’re not difficult. We’re busy. And we’re scared. Most of us have never done this before. We’re trying to make the right choice for someone we love, and we’re doing it under pressure.
If your website isn’t helping us, it’s hurting your bottom line.
Let Us Help You Fix It
At Brunch Club Media, we specialize in building modern, mobile-first websites that speak directly to Gen X and Elder Millennial caregivers. We’ve been in your audience’s shoes. And we know exactly how to turn confusion into conversions.
Your website could be your best salesperson. Or your biggest liability.
Let’s make sure it’s the first one.
