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.
Each updated location page targets two overlapping keyword clusters:
Every location page will include an FAQ block. FAQs serve dual purposes:
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.
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:
"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
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):
| Room Type | Daily Rate |
|---|---|
| Studio (starting rate) | Starting at $194/day |
| Large Studio | + $12/day |
| One Bedroom | + $24/day |
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
| Phase | Deliverable | Target Date |
|---|---|---|
| Phase 1 | Draft copy for 4 private pay locations sent for review | Dec 17, 2024 |
| Phase 2 | Remaining location pages drafted with FAQs | Mid-January 2025 |
| Phase 2 | All location pages live and published | Jan 31, 2025 |
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.
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.