The Unlock Team has been invaluable in helping us navigate this digital landscape. Their expertise and support have empowered us to elevate our online presence and stay ahead of the competition with confidence.

Aleksandra Stefanovic, MSIMC
Marketing Director, Promises Behavioral Health

Unlock Health Senior Living Marketing

About Unlock Health
Unlock Health is a full-service agency that makes great work easier through a combination of art and science. Our creativity fueled by data, insights, and deep expertise in the business of senior living marketing.

Hear us out

Ready to maximize your marketing strategy? Let's connect.

Even the best content can fall flat if your calls-to-action (CTAs) aren’t pulling their weight.

In this piece, Larry Williams, host of The Move In Senior Living podcast, shares three practical questions every marketer should ask when CTAs aren’t converting, and how better design, placement, and personalization can turn clicks into real engagement.

You’ve spent time and energy building content that educates, inspires, and  connects with your audience. But if your calls-to-action (CTAs) aren’t  working, all that effort might not lead anywhere.

CTAs are the final step in guiding someone along their journey, whether encouraging a prospective resident to schedule a tour, inviting a family member to request more information, or prompting someone to download a
brochure. When CTAs fall flat, so does momentum.

Ask yourself these three questions if you’re not seeing the desired results:

1. Are your CTAs easy to see?

A CTA can’t inspire action if no one notices it. The best CTAs stand out visually and feel like a natural next step in the page's flow.

Think about design and placement: Is your CTA clear, uncluttered, and visually distinct? Does it look clickable?

A CTA should never feel hidden or like an afterthought; it should guide the eye and make action effortless.

2. Are your CTAs in the right place?

Location matters. A well-written CTA buried at the bottom of a page won’t perform as well as one placed thoughtfully throughout your site.

Consider adding CTAs in multiple places where they feel relevant—at the end of articles, in feature areas on your homepage, or in sections of your site where a visitor might naturally want to take the next step.

And don’t limit CTAs to your website alone. Emails, social media posts, and digital ads are all opportunities to invite your audience to engage further.

The key is to make the next step obvious, accessible, and compelling wherever they interact with your brand.

3. Are your CTAs personalized?

Generic CTAs feel like marketing, while personalized CTAs feel like help. The difference is in how directly you’re speaking to your audience's needs, goals, or emotions.

This doesn’t have to mean complex technology; it can be as simple as adjusting the language to speak from the reader's perspective or tailoring the offer to the stage of the journey they’re in. When CTAs feel personal, they build trust and make it easier for someone to say yes.

The bottom line

If your CTAs aren’t converting, it’s rarely because your audience doesn’t care; it’s usually because the CTA isn’t optimized to guide them forward.

Ask yourself:

• Is it easy to see?
• Is it in the right place?
• Does it feel personal?
  

When you treat CTAs as an integral part of the user experience, not just a marketing checkbox, you position yourself as a trusted guide, helping families confidently take the next step in this journey.

If you’re aiming for more leads that actually convert, let’s connect.

larry.williams@unlockhealthnow.com 

3 Questions to ask if your CTAs aren't converting

SENIOR LIVING MARKETING BLOG

09/15/25

By Larry Williams, Director of Growth Solutions, Unlock Health

Senior Living Podcast:

Host Larry Williams engages senior living industry experts in candid and insightful conversations.

Join Larry and his guests as they explore the latest marketing trends moving the industry forward.