Adava Care Location Pages Optimization

Overview

As part of Adava Care's ^[1], all location pages are being overhauled with keyword-rich copy, FAQ sections, and accurate private pay pricing. The goal is to improve local search visibility for each facility while setting clear cost expectations for prospective residents and their families.

Initial drafts for four private pay locations were sent to the client in December 2024. All remaining location pages are targeted to be live by January 31, 2025.

Page Structure & Content Strategy

Each updated location page targets two overlapping keyword clusters:

• Local SEO keywords — city/neighborhood-specific terms (e.g., "assisted living in Pewaukee")
• Private pay keywords — terms used by families researching out-of-pocket senior care costs

FAQ Sections

Every location page will include an FAQ block. FAQs serve dual purposes:

1. Directly answer common questions from families in the research phase
2. Improve eligibility for Google featured snippets and "People Also Ask" placements

FAQ content should draw from questions staff hear on tours and during initial inquiry calls — Adava Care's team (particularly Kari Krause) is a key source for this.

Pricing Copy: "Starting at $194/day"

The Problem

Early drafts of the private pay pages listed only the Room & Board (R&B) rate, omitting the mandatory daily care fee. For the Nina location, this meant displaying $134/day when the true minimum cost is $194/day ($134 R&B + $60 minimum care fee).

This created two compounding issues:

• Misleading presentation — the listed rate was nearly half the actual minimum cost
• Caller confusion and sticker shock — Kari Krause noted that incoming calls frequently included confusion about the gap between the advertised rate and the real total

"If I were to read this as a person that's not in this industry, I'd be like, well, what are these extra costs? Because up here you say it's $134 a day. Now down here you're saying it's another $68."
— Kari Krause

The Solution

All private pay pages should use a "Starting at $X/day" format that bundles the minimum R&B and minimum care fee into a single floor price. Room upgrades are then presented as incremental add-ons.

Example structure (Nina location):

This approach:
- Sets accurate expectations before the first call
- Reduces sticker shock and confusion during intake
- Aligns with the transparent pricing strategy already validated in ^[2]

"Simplify, less math. I like the starting at $194 a day."
— Kurosh Dejgosha

Rollout Timeline

The four initial locations include Nina and Irish Road (flagged for pricing correction) as well as Pewaukee and Harlan. Feedback on the first four drafts will inform the copy approach for all remaining pages.

Photo Updates (Parallel Track)

Separately from copy, location page photos were identified as an urgent fix. Several pages still displayed images with old branding (Frontida, Matthews), creating public confusion about the Adava Care brand identity.

Action taken: Melissa Cusumano committed to sending updated, Adava-branded photos to the developer immediately, prioritizing exterior shots with the Adava Care signage visible.

This is a blocking brand issue independent of the SEO copy work.

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]