Skaalen Photo Refresh Strategy

Overview

During a January 2026 website content review, ^[1] identified a need to replace outdated resident photography across their website. The primary concern was compassion and accuracy: some photos in use depicted residents who have since passed away, which creates an uncomfortable experience for current residents, families, and prospects who may recognize them.

The decision was made to source new stock photography rather than schedule new on-site shoots, prioritizing speed and flexibility.

The Problem

Outdated resident photos on a senior living website carry specific risks that don't apply in other industries:

• Deceased individuals may be pictured. In a close-knit community, current residents and families will recognize former neighbors. Seeing a deceased person's photo used in marketing is distressing and can damage trust.
• Photos age out of relevance. Fitness equipment, interior design, and fashion visible in older photos may no longer reflect the actual community environment.
• Emotional tone matters. Stock photography for senior living must convey warmth, activity, and dignity — not clinical settings or passive subjects.

Replacement Strategy

Immediate Priority Pages

The Therapy & Wellness page was the first identified for photo replacement. Specific image needs discussed:

• A person using a treadmill
• A person on a recumbent bike
• A person working with a therapist (to support the assisted wellness section)

The goal is to pair images thematically: one photo representing independent fitness use, one representing guided therapeutic support.

Stock vs. On-Site Photography

Stock photography was chosen for this refresh because:

• It can be sourced and reviewed quickly
• It avoids the logistical complexity of coordinating resident consent and on-site shoots
• It allows for easy replacement if community circumstances change

Melissa (Asymmetric) will source candidate images for Dawn's review at the next working session.

Scope

The photo audit was not limited to the Therapy & Wellness page. Dawn noted that a broader photo review across all community pages would be valuable — Heritage Center and Tammie's pages had already been updated in a prior cycle. The next working meeting will include a full photo walkthrough.

Generalizable Principle

For senior living clients, photo audits should be treated as a recurring maintenance task, not a one-time project. Resident populations change, and marketing imagery must be reviewed regularly to ensure no deceased individuals are depicted. Stock photography provides a lower-risk, more maintainable alternative to resident-specific photography for evergreen web content.

Action Items

Related

• ^[2]
• ^[3]
• ^[4]