How to Use Analytics to Understand Your Hospice Audience and Tailor Your Content

Hospice care is deeply personal, and families searching for support often turn to the internet to find answers.

The content you create plays a vital role in how families perceive your hospice and whether they feel comfortable reaching out. To make content truly meaningful, you need to understand who your audience is and what matters most to them.

Analytics can provide powerful insights into the families visiting your website, reading your blogs, or engaging with your social media. These data points reveal what questions families ask, which resources they find most helpful, and where they may need more guidance.

This blog explores practical ways hospice providers can use analytics to better understand their audiences.

1. Define Your Goals Before Reviewing Data

Analytics can generate a lot of information, but without clear goals it’s easy to get overwhelmed.

Start by deciding what you want to learn from the data so you can focus on the insights that matter most.

Here are key goals hospice providers often prioritize when reviewing analytics:

• Understand audience needs: Identify the most common questions families ask online.
• Track content performance: Measure which articles, guides, or videos resonate most.
• Support outreach efforts: Align content strategy with community education goals.

Quick Tip: Write down one or two content goals before reviewing analytics so your analysis stays focused.

2. Use Website Traffic Reports to Identify Popular Topics

Your website analytics reveal which pages or posts families visit most often. This data helps you understand what information is in highest demand and which topics may need more attention.

Here are practical ways to use website traffic data:

• Top-performing pages: Review the most visited pages to see which topics families value.
• Bounce rates: Identify pages where families leave quickly to spot areas for improvement.
• Time on page: Learn which resources hold families’ attention the longest.

Quick Tip: Repurpose your most visited content into new formats like infographics, videos, or downloadable guides.

3. Track Search Queries on Your Website

Many hospice websites include a search function, and tracking what families type can reveal important questions. These searches give direct insight into what visitors are struggling to find.

Here’s how to use search queries effectively:

• Identify missing content: If families search for topics you don’t cover, create new resources.
• Spot pain points: Look for repeated searches that highlight common concerns.
• Refine navigation: Adjust menus or links to make information easier to access.

Quick Tip: Review search query reports monthly to stay on top of emerging family needs.

4. Analyze Referral Sources

Analytics also show where families come from before they arrive on your website. Knowing which channels drive the most traffic helps you focus your outreach efforts where they matter most.

You can use referral data in these ways:

• Evaluate social platforms: See whether Facebook, Instagram, or LinkedIn brings the most visitors.
• Track community partnerships: Measure traffic from local organizations that link to your site.
• Assess paid ads: Determine if digital advertising is delivering quality traffic.

Quick Tip: If referrals from a specific source are strong, double down on that channel with more consistent posting or partnerships.

5. Monitor Engagement Metrics

Engagement metrics tell you how families interact with your content once they arrive. These insights show whether your resources are meeting their needs or leaving questions unanswered.

Here are the key engagement metrics to monitor:

• Average time on site: Indicates if families are reading or skimming your content.
• Pages per visit: Reveals whether families explore multiple resources.
• Click-through rates: Measures how often families follow links to related services.

Quick Tip: Update older blogs with fresh statistics or clearer CTAs to increase engagement.

6. Segment Your Audience for Better Insights

Not all families are alike, and segmentation helps you see differences in behavior between groups. This allows you to tailor content to specific audiences instead of taking a one-size-fits-all approach.

Here are ways to segment hospice audiences:

• By location: Compare engagement from different communities you serve.
• By device: See how mobile users interact differently than desktop users.
• By stage of need: Track content visited by those seeking immediate care vs. preplanning.

Quick Tip: Create separate landing pages for different audience segments to deliver more relevant information.

7. Track Conversions to Measure Impact

Conversions show whether families are taking desired actions after engaging with your content. Tracking these helps you understand which pieces of content directly support your outreach goals.

Ways to measure conversions include:

• Form completions: Track downloads of resources like grief guides or planning checklists.
• Contact form submissions: See which blogs or pages drive families to reach out.
• Phone call tracking: Use call analytics to measure calls generated by online content.

Quick Tip: Add a unique call tracking number to your website to measure which content drives calls.

8. Monitor Social Media Analytics

Social platforms provide their own analytics that show how families engage with your posts. This helps you tailor future social content to match what resonates.

You can use social analytics in these ways:

• Track engagement rates: Monitor likes, shares, and comments on posts.
• Identify top posts: See which topics or formats receive the most interaction.
• Test content types: Compare video, photo, and text posts for performance.

Quick Tip: Republish high-performing posts at different times to reach more families.

9. Adjust Content Strategy Based on Insights

The most important step is applying what you learn from analytics. Data should guide your future content so you consistently meet the needs of your audience.

Here are ways to apply insights:

• Double down on popular topics: Expand blogs or videos that families engage with most.
• Fill content gaps: Create resources around frequently searched or missing topics.
• Refine tone and style: Adjust your writing to reflect what resonates with families.

Quick Tip: Hold quarterly content reviews to align your strategy with the latest analytics.

Conclusion

Analytics may feel technical, but for hospice providers they are a compassionate tool. By analyzing what families search for, read, and engage with, you can create content that truly meets their needs.

Every click, visit, and interaction tells a story, and those stories can guide you toward more supportive, meaningful outreach.

By using analytics to understand your hospice audience, you not only improve your marketing but also strengthen your ability to serve families with empathy and clarity.