The long-term care industry struggles to convert website traffic into actionable outcomes due to inadequate monetization strategies. Leaders play a crucial role in ensuring that prospective patients and employees have the necessary resources for informed decision-making. By providing information before interviews, organizations can significantly increase the likelihood of converting interested individuals into patients or employees. A well-informed prospective patient is more inclined to choose a facility, while prospective employees benefit from understanding the organization and pay rates beforehand. This approach ultimately leads to better hiring decisions and improved patient conversion rates.