Sandhills Independent Living Community

Website & Digital Presence Overhaul

WORK PORTFOLIO

Roy

4/14/20252 min read

Context & Challenge

Sandhills Independent Living Community’s previous website: sandhillsretirement.ca was outdated and lacked SEO optimization, making it difficult for potential residents and families to find information or engage meaningfully. The site did not reflect the vibrancy or values of Sandhills as a thriving independent living community. Additionally, there was a need to establish a strong social media presence and implement effective user tracking tools.

The old website was:

  • Unsuited for content updates, community storytelling, or showcasing available suites

  • Missing robust user analytics and tracking, limiting performance insights

The goal was to completely rebuild and relaunch Sandhills’ website and overall digital presence to drive quality traffic, boost visibility for available suites, and establish the brand online.

My Role:

As a Digital Marketing Consultant, I was responsible for:

  • Auditing and backing up all content from the original website

  • Leading the end-to-end design and development of a new WordPress website: sandhillsindependentliving.ca

  • Conducting keyword research and on-page SEO for all service and information pages

  • Creating and optimizing blog content to start driving search traffic and user engagement

  • Establishing and branding new social media profiles (Instagram, LinkedIn, Facebook)

  • Setting up digital analytics and event tracking using GA4, Search Console, Hotjar, and Meta Pixel

Action Steps Taken:

  1. Content & Web Development:

  • Backed up and archived old website copy, then mapped content needs for rebuild

  • Created new, user-friendly layouts and mobile-optimized themes in WordPress

  • Wrote and implemented SEO-optimized content across all primary pages

  1. SEO & Content Marketing:

  • Performed detailed keyword research targeting “independent living Kitchener,” “life lease community,” and other relevant terms

  • Published three SEO-focused blogs to support long-tail visibility and organic reach

  1. Digital Tracking & Analytics:

  • Installed Google Analytics 4 (GA4), Google Search Console, and Hotjar for end-to-end user/session monitoring

  • Integrated Facebook (Meta) Pixel for retargeting and future campaign insights

  1. Social Media:

  • Developed and launched professional community profiles on LinkedIn, Instagram, and Facebook

  • Designed starter content plans and templates to kickstart engagement

Results & Impact

  • Launched a fully modern, mobile-friendly Sandhills website with clear suite listings and engaging, keyword-rich content.

  • Improved visibility in search, with early blogs earning organic impressions for local independent living and lifestyle queries.

  • Enabled data-driven marketing through analytics and behavior tracking across digital properties.

  • Established a foundation of branded social media profiles for ongoing community outreach and reputation building.

This project demonstrates my ability to combine web development, content strategy, on-page SEO, and analytics to transform a dormant web presence into a functional, search-optimized, and trackable brand platform—directly supporting Sandhills’ growth goals in a competitive adult living market.

View the new website here: sandhillsindependentliving.ca

Preview of the old website

Roy Abhishek.

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Contacts

royabhishek1598@gmail.com
5197299374