The Fees Page That Turns Visits Into Inquiries
“Contact us for pricing” loses the lead
Cost is the first question every family has and the last thing most communities will put in writing. The reasoning is understandable: pricing varies by care level, by room, by month. But a page that refuses to answer the question does not delay the decision. It sends the family to a competitor who did answer it.
Give a range and explain it
You do not need to publish a rate card. You need to be honest about the shape of the number. A starting figure, what moves it up or down, and what is included removes far more anxiety than silence does, and it filters out enquiries you were never going to convert.
- A real starting monthly figure, with the care level it assumes.
- What is included as standard, listed plainly: meals, housekeeping, utilities, activities.
- What costs extra, and roughly how much.
- How care levels are assessed, and what typically triggers a change.
- Whether there is a community fee or deposit, and whether it is refundable.
Answer the funding question in the same breath
Most families arrive without knowing how any of this gets paid for. A short, clear section on private pay, long-term care insurance, VA Aid and Attendance and Medicaid waivers does more to move somebody toward a call than another photograph of the dining room.
Make the next step small
The call-to-action on a fees page should not be “Book a tour”. That is a large commitment for somebody still working out whether they can afford you. Offer something smaller, a written cost breakdown, a fifteen-minute call, a question answered by email — and let the tour follow naturally.
Publish the number. The families who can afford you will call; the ones who cannot were never going to.
