Most senior care websites are a soft homepage with a stock photo, a services list and a contact form. They look kind. They do not rank, because Google has nothing to rank. A homepage cannot be the best answer to “home care near me,” “how much does in-home care cost,” “care after hospital discharge” and “home care in Brandon” all at once.
You do not need forty pages. You need six, built right, written for the adult child doing the searching.
1. Homepage: who you are, where you work, how to call
Your name, your area, your phone number and one sentence about why you are the safe choice (licensed, local, same caregivers, years in business). Three or four buttons to the pages below. Two or three family reviews. That is it. The homepage is a front door, not a brochure.
2. In-home care
For the family who wants Mom to stay home. What a visit looks like, the kinds of help, how you screen and train caregivers, hourly and overnight options, and how fast you can start. The home care vs. assisted living guide covers what goes here.
3. Cost and how to pay
The page almost nobody builds, and the one families want most. An honest hourly range, what changes it, what long-term care insurance and veterans benefits may cover, and what Medicare does and does not pay for. See the cost page guide.
4. Care after a hospital stay
The sudden search. A parent is being discharged in two days and the family needs help now. What you can start quickly, how you work with the discharge planner, what the first week looks like. See the hospital discharge guide.
5. Dementia and memory care at home
A different search and a different family. What training your caregivers have, how you handle wandering and sundowning in plain words, and how you support the family, not only the senior. This is often the search with the most worried reader.
6. One page per town you serve
Not one “service areas” list. A real page for each town, with the neighborhoods you serve and a review from a family there. The service-area pages guide shows how to do this without writing the same page ten times.
What to leave off
- Stock photos of smiling nurses holding an older hand. Families can tell, and it reads as hiding something.
- A blog about “healthy aging tips.” One good page beats ten thin posts.
- Jargon. “ADLs,” “non-medical,” “care coordination.” Say “help with bathing and meals.”
- A form that asks for a diagnosis before anyone has talked to you. Three fields and a phone number.
The one rule for all six
Every page loads fast on a phone and has a tap-to-call button on the first screen. Families search from a hospital hallway or a kitchen at midnight. If they have to hunt for your number, they call the next agency.
What goes at the top of every page
The first screen on a phone is the one that matters. Before anyone scrolls, they should see the service and the city in the heading, one line that says you are licensed and local, a tap-to-call button, and one real photo of a real caregiver. Everything else goes below. If a daughter has to scroll to find out whether you serve her mother's town, you have lost some of them.
How long each page should be
Long enough to answer the question and no longer. The home care page runs a few hundred words. The cost and dementia pages run longer, because those readers have more worries. Town pages are shorter. Do not pad a page to hit a word count. Google can tell the difference between a page that answers and a page that circles.
Check them on your own phone
Once a month, open each page on your phone on cell data. Does it load fast? Is the number a button? Can you read it without zooming? Fix whatever fails. It takes ten minutes and it is the most skipped step in senior care SEO.
Want this done for you?
These six pages are the skeleton of my own home care site in Tampa Bay and of every senior care client I take. If you want to know which ones you are missing, the audit is free.