Site & AI-Search Scorecard September 2026

Givens Communities×BI Consulting Services

Prepared for Kevin Schwab, President & CEO givenscommunities.org Asheville, North Carolina
Overall assessment

Where the site stands today

Scored across six weighted dimensions using public pages and a Semrush organic pull. Givens is not a weak digital property. It is a strong brand site with a specific, fixable gap: it is not built to be quoted by AI answer engines, and two conversion details are leaking calls.

69 out of 100 TOTAL SCORE

Solid fundamentals, held back by zero answer-engine structure and two live conversion defects.

Design & mobile16 / 20

Responsive viewport tag present, modern layout, warm photography that suits the brand.

Speed & tech health11 / 15

HTTPS valid, sitemap published, no broken nav links. Points lost on a duplicated news post and a stale news archive.

Conversion path12 / 20

Rich inquiry form and a visible phone number, but the phone link dials a different number than the one displayed.

SEO basics16 / 20

Strong title and meta description, 601 ranking keywords, 160 local pack keywords. Campus pages could carry more town-level copy.

AEO / answer engines6 / 15

llms.txt exists, which is ahead of most peers. No FAQ blocks and no LocalBusiness or FAQPage schema observed anywhere.

Trust signals8 / 10

Nonprofit since 1975, Methodist ministry, named leadership and board, 241 tracked reviews.

Search visibility

What the organic data shows

Pulled from Semrush for givenscommunities.org. The pattern is the important part: heavy question-shaped demand, and no structured answers on the site to capture it.

Semrush domain snapshot

givenscommunities.org

601
Organic keywords
722
Est. monthly organic visits
$1,313
Organic traffic cost
1,390,834
Semrush rank
520
People Also Ask keywords
84
AI Overview keywords
0
FAQ SERP features
160
Local pack keywords

Read the three highlighted numbers together. Givens ranks for 520 keywords that trigger a People Also Ask box and 84 that trigger an AI Overview, yet holds zero FAQ SERP features. That is the whole opportunity in one line: Google and the AI assistants are already asking questions about senior living in Asheville, Black Mountain, Waynesville and Charlotte, and Givens has no question-and-answer content structured for them to lift. Paid keywords are 0, so every one of those 722 monthly visits is earned, and 241 reviews give the local pack real ballast.

Three findings

What we actually observed

Each item below was confirmed on a live public page. Nothing here is estimated.

01
High impact · Conversion

The displayed phone number and the number it dials are different

Across the homepage, the contact page and the campus services page, the phone number rendered on screen is the Asheville main line, but the underlying link points to a Charlotte number. On a phone, which is how most adult children research senior living, tapping the number connects the caller somewhere other than the number they read. Any call tracking, any attribution, and any expectation the caller had about who answers is broken at the moment of highest intent.

Evidence observed Contact page displays the text (828) 575-1140 while the same element links to tel:980-268-3605. The homepage carries the same pairing plus a second link to tel:828-669-6473. Three different numbers are in play across the header, body and footer of the primary conversion pages.

Fix: reconcile to one Asheville line plus one Charlotte line for Aldersgate, make every tel: href match its visible text, and route both through a tracked number so inquiry volume becomes measurable.

02
High impact · AEO

No FAQ content and no structured data on any page we reviewed

We checked the homepage, the communities overview, campus services and the contact page. None carries an FAQ block, a question-formatted heading, or any JSON-LD structured data. There is no FAQPage schema and no LocalBusiness schema identifying the five campuses as distinct places with addresses, phone numbers and care levels. Meanwhile Semrush shows 520 People Also Ask keywords and 84 AI Overview keywords in the profile. The demand is question-shaped; the site is brochure-shaped.

Evidence observed No application/ld+json block found on the pages reviewed. Zero FAQ SERP features in Semrush against 520 PAA keywords. Care levels are stated as inventory counts, for example "491 Independent Living Options" and "48 Assisted Living Apartments", rather than as answers to questions a family would ask, such as what assisted living at Givens Estates costs or what the difference is between Highland Farms and Great Laurels.

Fix: add 8 to 12 answer-ready FAQ blocks per campus, mark them up with FAQPage, and add LocalBusiness or SeniorLivingResidence schema to each of the five campus pages with its own address and care levels.

03
Medium impact · Content integrity

Aldersgate is being promoted but is missing from the inquiry form and the news archive is out of sync

Givens Aldersgate in Charlotte is the fifth campus and is currently the subject of a brand new TV commercial. Yet the contact form's community selector offers only four options. A Charlotte family who watched the commercial and arrived at the contact page has no way to say which community they are asking about. Separately, the homepage news feed and the news archive do not agree, and one post appears twice under two different dates.

Evidence observed Contact form field "Community interested in" lists Givens Estates, Highland Farms, Gerber Park and Great Laurels; Givens Aldersgate is absent. The homepage shows "New TV Commercial Highlights Lifestyle Opportunities at Givens Aldersgate" dated 21 September 2026 and a Masterworks item dated 17 September 2026, but the /news/ archive's newest entry is 14 September 2026. The post "How to Avoid the 'Gift Card' Scam" is listed twice, at 2 September and 31 August 2026.

Fix: add Aldersgate to the form selector and route Charlotte submissions to the Charlotte team, resynchronize the news archive query with the homepage feed, and canonicalize or remove the duplicate post.

Verified defect list

Everything confirmed on live pages

Phone href mismatchDisplayed (828) 575-1140, links to tel:980-268-3605. Present on homepage, contact page and campus services.
Third phone number in playA second homepage link points to tel:828-669-6473, with no label explaining which campus it reaches.
Fifth campus missing from formGivens Aldersgate is not an option in the contact form's community selector.
News archive lags the homepageHomepage shows items dated 21 and 17 September 2026 that the /news/ index does not list. Archive tops out at 14 September 2026.
Duplicate news post"How to Avoid the 'Gift Card' Scam" appears twice, dated 2 September and 31 August 2026.
No structured dataNo JSON-LD found on any page reviewed. No LocalBusiness, Organization or FAQPage markup.
No FAQ blocksNo question-formatted content on the homepage, communities, campus services or contact pages.
Thin llms.txtThe file exists, which is genuinely ahead of the sector, but it contains only a search URL, five recent posts and a sitemap pointer. No campuses, care levels, towns or contact details.
90-day sequence

A practical order of operations

Sequenced so the cheapest revenue-protecting fixes land first and the compounding content work starts early enough to show movement inside the quarter.

Phase one

Stop the leaks

Days 1 to 30
  • Audit every tel: href site-wide and align each to its visible text. One Asheville line, one Charlotte line.
  • Stand up tracked numbers per campus so inquiry volume and source become measurable rather than assumed.
  • Add Givens Aldersgate to the contact form selector and route Charlotte submissions to the Charlotte team.
  • Fix the news archive query and remove the duplicate Gift Card post.
  • Add Organization schema site-wide and LocalBusiness schema to each of the five campus pages, with address, phone, hours and care levels.
Outcome: every inquiry reaches the right team and becomes attributable.
Phase two

Answer the questions

Days 31 to 60
  • Mine the 520 PAA keywords and the 84 AI Overview keywords for the exact questions families are asking about each town.
  • Write 8 to 12 answer-ready FAQ items per campus. Lead each answer with a direct 40 to 60 word response before any elaboration.
  • Mark every FAQ block up with FAQPage schema and validate. Target the first FAQ SERP features against a current baseline of zero.
  • Rewrite care-level copy so Independent Living, Assisted Living, Memory Support, Skilled Nursing and Short-Term Rehab each get a plain-language definition alongside the inventory counts.
  • Expand llms.txt into a real index: five campuses, towns, care levels, contact routes and key landing pages.
Outcome: the site becomes quotable by AI Overviews and assistants.
Phase three

Measure and compound

Days 61 to 90
  • Build a single dashboard covering inquiries by campus, source, care level and speed to first contact.
  • Track FAQ feature capture, AI Overview citations and local pack position for Asheville, Black Mountain, Waynesville and Charlotte separately.
  • Put the 241 reviews to work: surface them on campus pages with Review schema and set a cadence for new ones.
  • Add town-level landing content for Black Mountain, Waynesville and Charlotte, where the 160 local pack keywords concentrate.
  • Set a monthly review with the sales team so the content backlog is driven by the questions tours actually get asked.
Outcome: a repeatable loop rather than a one-time cleanup.
Next step

Thirty minutes to walk Kevin through the fix list

We will go through the defect list line by line, show you the schema and FAQ build for one campus as a working sample, and scope what Phase One costs in real hours.

Book a working session