Free: Assessment Does your website build trust with buyers and bring in revenue?

Score My Website

Free: Assessment

Does your website build trust with buyers and bring in revenue?
Take this free 6 question assessment and learn how your website can start living up to its potential.
Score My Website

Free: Assessment

HubSpot Impact Awards: Evaluation Checklist Hits Big With Seniors

By Melissa Smith

HubSpot Impact Awards: Evaluation Checklist Hits Big With Seniors

Presbyterian Senior Living (PSL) is a not-for-profit organization with several communities offering a broad range of senior living services located in Pennsylvania, Delaware, Maryland, and Ohio.

The Challenge

Trying to find a retirement community is hard and is a big decision to make for any family. There are a lot of factors to consider from all different angles.

It’s your, or your loved one's life, and you need to make sure you choose a place that will cater to your needs as they change, allow you to maintain your independence, and be somewhere you can be happy for years to come.

PSL wanted to create an irresistibly valuable offer that not only made this process easier, but also created a bond between families searching for a community. And for PSL, it would generate qualified leads.

Not only did it have to be useful for the seniors who wanted to evaluate communities objectively, it needed to be useful for the community directors, who provide the tours and schedule visits as well as manage the sales process.

Even though in today’s day in age, people are always on their computers, phones, and/or tablets, seniors still like to have hard, paper copies, so the offer also had to be printer-friendly, not use a ton of ink, and be easy to read.

The Solution

IMPACT and PSL got together and decided to create a printable checklist, giving prospective residents (or their loved ones)  a list of factors to consider when evaluating a senior living community.

IMPACT met with Ryan Kinsey, now a Corporate Sales Manager for PSL’s Continuing Care Retirement Communities (CCRCs), who gave input when creating the checklist to make sure the items on the list were useful to any senior evaluating a continuing care residential community, but also helpful to PSL in the sales process.

PSL’s Senior Community Evaluation Checklist, provides 23 questions ranging from Overall Impressions and Services to Community Life.


IMPACT designed the checklist to be printer- friendly and allow you to check off the questions with a pencil or pen, and leave some comments.

Catering to older audiences, the checklist was designed with large, prominent boxes, allowing for easier marking. The alternating background colors were also used to help differentiate each question from the others, while the green headers identified new groups of questions.

The font is also bold and large so that no one has to squint or struggle to read it. Overall, this checklist has a simple design which allows for the focus to be on the questions, the seniors should be looking for when taking a tour of the community they are looking at.  

We also created a landing page using HubSpot’s Landing Page Tool and Form Builder to gate the checklist and generate leads.

The Results

From July 2016 - October 2016, the landing page had 287 views, 80 submissions (27.87%) and 5 new contacts. This was the highest performing PSL offer at the time, and has been in the top three landing pages for PSL for every consecutive month.

PSL-Checklist-1-LP.png(Senior Community Evaluation Checklist Landing Page - July 2016 - October 2016)

On September 29, 2016, we worked together to publish a blog article to promote the checklist further, since it was performing so well.

The blog has had 3,037 views, 105 submissions, and 11 new contacts. Of those 105 submissions, 54 are from organic search (52%).

PSL-Checklist-2-Blog.png(Senior Community Evaluation Checklist Blog - All Time)

Since then the landing page has seen 1,170 views, 292 submissions (24.96%), and 49 new contacts (4.19%), and 2 customers. Of those 292 submissions, 76 are from organic search (26%).


(Senior Community Evaluation Checklist Landing Page - All Time)

Featured Image Created Using 

Free: Assessment

Does your website build trust with buyers and bring in revenue?
Take this free 6 question assessment and learn how your website can start living up to its potential.


Case Studies
Web Design
Published on July 27, 2017

Recent Articles

How To Write a Case Study That Speaks to Your Customers
March 19, 2022 • 8 min read
Success with They Ask You Answer: How Baron Payroll rebuilt their team for success
September 1, 2021 • 6 min read
How to write a persuasive case study that converts (+ free template)
May 12, 2021 • 9 min read
How Bill Ragan Roofing Company doubled revenue after hiring a content manager
February 19, 2021 • 9 min read
How we generated $85,000+ with 'choose your own adventure' lead nurturing workflows
January 27, 2021 • 5 min read
How PosterMyWall used COVID-19 to really listen to its customers [Interview]
September 17, 2020 • 6 min read
1 million backlinks: What you can learn from running a backlink audit in 2020
November 19, 2019 • 13 min read
How to Drive Hundreds of Webinar Registrations [Case Study]
May 9, 2019 • 7 min read
Mailchimp Continues To Evolve From Just Email Marketing Services
December 14, 2018 • 2 min read
10 Things Your Business Can Learn from Apple's Marketing [Infographic]
November 24, 2018 • 1 min read
Warner Bros. & LEGO's "Brick Friday" Campaign Teaches Marketers 3 Valuable Lessons
November 23, 2018 • 2 min read
5 Customer Service Lessons I Learned First-Hand from GoDaddy
November 22, 2018 • 4 min read
How to Get Truly Memorable Video Testimonials from Your Customers [+ VIDEO]
March 30, 2018 • 4 min read
Grassroots Inbound: 5 Tactics I Used to Make an Impact Locally
January 15, 2018 • 4 min read
Why 55+ Major Brands Are Staying Home This Thanksgiving
November 15, 2017 • 4 min read
"Big Inbound Results on a Small Budget Feat. Chris Handy" (Inbound Success Podcast Ep. 5)
September 25, 2017 • 9 min read
Software Company's SQLs Increase 45% Overnight Thanks to Sales Enablement
July 31, 2017 • 3 min read
Software Company Doubled Leads, Tripled MQLs and SQLs in 1 Year with HubSpot
July 28, 2017 • 3 min read
HubSpot Impact Awards: Evaluation Checklist Hits Big With Seniors
July 27, 2017 • 2 min read
HubSpot Website Redesign Improves UX, Increases Conversions
July 26, 2017 • 4 min read
Fyre Festival: 3 Business Lessons Learned from Its Failure
May 11, 2017 • 4 min read
How 7 Brands Are Celebrating St. Patrick’s Day With Their Marketing
March 17, 2017 • 4 min read
12 Amazing Conversion Rate Optimization Case Studies
December 27, 2016 • 6 min read
5 Brands with a Great Holiday Marketing Strategy You Can Learn From
December 16, 2016 • 5 min read
The Big Lesson Marketers Can Learn from the Rise and Fall of Vine
November 8, 2016 • 4 min read