Home care marketing that reaches the family decision-maker.
I have placed family in care, and I know the 11pm Google search. We rebuild the page the adult child finds at 11pm so they trust you by morning. Home care is bought by adult children, not the senior receiving care. We build the family-facing landing page and the inquiry system that turns "I need to do something about Mom" into a scheduled consultation with your intake team.
Starting at $3,000 for the Home Care Inquiry System. 30 to 45 days.
Sprint built for Bay Area home care agencies doing $1M to $10M in annual revenue.
Built by Eric Lee. 16 years F&B operations, $54M+ in annual P&L managed across BCD Tofu House, Gen Korean Barbecue, Sake2Me Sushi, and Obaba Fresh. Stateside team. Bay Area onsite for kickoff.
Five problems we see on every home care agency we audit.
Page written for the wrong audience
Most home care websites speak to the senior receiving care ("we will help you stay independent"). The buyer is the adult child. The page needs to say "we will help your mom stay safe at home" and address the child's concerns.
GBP not categorized as home care
Primary category is often "Senior Citizen Service" or generic. Specific categories (Home health care service, Non-medical home care) drive the high-intent commercial searches.
No service-area page
You serve a 25-mile radius around San Mateo. Your site does not list the specific cities and neighborhoods you cover. Google cannot match your relevance to the family searching "home care in Burlingame."
No referral-source materials
Hospital discharge planners, eldercare attorneys, and geriatric care managers are your highest-value referral sources. You have nothing to give them: no one-pager, no intake brief, no co-branded resource.
No intake-coordinator response promise
Family-decision conversion rate triples when the family knows when to expect a callback. Most home care sites say "we will contact you soon." The competitor that says "an intake coordinator will call within 2 hours" wins.
Who this is built for.
- Bay Area non-medical home care agencies (independents or franchises)
- Agencies serving $1M to $10M in annual revenue
- Agencies with intake coordinators available 8 AM to 6 PM weekdays at minimum
- Agencies with at least 15 existing 5-star Google reviews
- Agencies that work with hospital discharge planners or eldercare attorneys as a referral source
Diagnose. Build. Compound.
Diagnose
3-Point Visibility Audit identifies what is leaking in local presence, website conversion, and missed opportunity. 1 page. 48 hours. No sales call.
Build
The $3,000 Sprint ships the conversion-focused page, the GBP cleanup, the intake automation, and the local SEO. Kickoff to launch in 30 to 45 days.
Compound
Matched Maintenance keeps the work compounding. Monthly GBP Posts, review responses, citation checks, one site update. Month-to-month. No contract.
Home Care Inquiry System, $3,000.
One family-facing landing page plus an inquiry form designed for adult children, a service-area page that surfaces your real coverage, and the GBP and review setup that build trust at the moment of decision.
What's included.
- Family-facing inquiry landing page (written for adult children, not for the senior)
- Service-area page covering your actual Bay Area coverage (cities, neighborhoods)
- Inquiry form with caregiver-relevance fields (relationship, care needs, urgency, location)
- Automated confirmation email to the family member with a same-day callback expectation set
- Intake checklist resource (PDF or in-page) for families to use before the consultation
- Lead tracker (we set you up with a simple Google Sheet or CRM-light template)
- GBP optimization: services, photos, attributes, Posts cadence
- Review-request process tailored for families post-onboarding (compliant language)
- Basic referral outreach materials (one-page PDF for hospital discharge planners, eldercare attorneys, geriatric care managers)
What's not included.
- Policy creation (employee handbook, care policy templates: separately scoped)
- Compliance audits (HIPAA, state home-care licensing: separately scoped)
- Recruiting campaigns for caregivers (separate retainer; different audience and channel mix)
- Operational SOP work (caregiver training, scheduling SOPs, on-call protocols: separately scoped via SEOD Operations Retainer)
Fixed price. Fixed timeline (30 to 45 days). No retainer required. Add Maintenance after, or don't.
After the Sprint: monthly maintenance.
Recommended for home care agency: Standard Maintenance, $397/mo.
Standard Maintenance after the Sprint covers GBP Posts (2 per month), review responses (up to 10 with compliant language), citation health checks, and one site update per month. Important: Standard Maintenance does NOT include policy creation, compliance audits, recruiting campaigns, or operational SOP work. Those live in SEOD Operations (separately scoped) because they require operator review, not marketing review.
See the full Maintenance ladder →What this looks like in practice.
Real outcomes vary by submarket, agency model (medical vs non-medical, franchise vs independent), and seasonality. What we can defend: agencies with a dedicated family-facing inquiry page rank for "Bay Area home care" terms; agencies with only a generic services page do not. The Sprint puts you in the eligible-to-rank pool. Inquiry conversion depends on your intake team's response time, which is the single biggest factor in family-decision conversion.
Why an operator runs your home care agency marketing.
Eric runs the marketing layer himself with experience in service-business operations across $54M+ in annual P&L. That matters for home care because the conversion gap is almost never the website: it is the 2-hour delay between a family submitting the form and your intake team calling back. We instrument that gap and report on it monthly so it stays tight.
What Bay Area home care clients say.
"Most of our family inquiries used to come from referral. SEOD built the Google presence and the family-friendly landing page so adult children finding us at 11pm actually convert. Our caregiver-match conversations are up materially."
Non-medical home care agency, Santa Clara
"Family decision-makers are stressed and short on time. SEOD rebuilt the inquiry form to be three questions instead of twelve, and added the trust signals (insurance, caregiver vetting, ratios) at the top of the page. Our inquiry-to-tour conversion went up."
Home care agency, Sunnyvale
"Our intake process was broken. SEOD did not just build a page, they sat with my intake coordinator for half a day and rebuilt the workflow. Now the GBP, the page, and the intake form all push the family toward the same outcome."
Senior home care agency, Foster City
What we don’t do.
No annual contracts.
Month-to-month on Maintenance after the Sprint. 30 days notice. Cancel any time.
No offshore handoffs.
Stateside team. Bay Area onsite for Sprint kickoff. You text Eric directly.
No ranking guarantees.
We work toward results we can defend with screenshots and reports, not numbers we made up to win the call.
See what we'd change first.
The Free 3-Point Visibility Audit gives you a 1-page read on your local presence (GBP, service area), website conversion (the family-facing page, the inquiry form), and one missed opportunity (often: the referral-source one-pager for hospitals and eldercare attorneys that nobody built). Delivered within 48 hours. No sales call.
Questions Bay Area home care agencies ask.
Why does the page get written for the family, not the senior?
Because adult children are the buyer. They search, they compare, they make the call. Pages written for the senior fail to convert because they speak to the wrong audience. We use family-decision language: relief, safety, peace of mind, what to ask, what to expect on the first consultation.
Do you do recruiting campaigns for caregivers?
Not in the Sprint. Caregiver recruiting is a separate audience, separate channels (Indeed, ZipRecruiter, Facebook Groups), and separate creative. We can scope it as a separate retainer, but it does not belong in a family-facing inquiry funnel.
Do you handle policy and compliance work?
Not in marketing. Policy creation, HIPAA review, state licensing compliance, and operational SOPs sit in SEOD Operations (separately scoped Ops Retainer or Ops Project). The marketing Sprint and Maintenance keep the inquiry flow alive; Operations handles the back-of-house. Many home care agencies run both, but we do not bundle them because the disciplines are different.
What about HIPAA on the inquiry form?
We use HIPAA-aligned form patterns (encrypted submission, minimal PHI capture). Full HIPAA-certified intake with a Business Associate Agreement is separately scoped if you need it; most home care agencies route inquiries to an intake coordinator's email and conduct the PHI-laden conversation by phone.
Can you guarantee a number of family inquiries per month?
No. Inquiry volume depends on your market, your service area, the season (winter holidays and discharge spikes drive demand), and your team's response speed. The Sprint puts a defensible inquiry page and GBP in front of the right intent. Specific volume varies.
What about referral sources (hospitals, eldercare attorneys, GCMs)?
Included as a basic one-page PDF you can hand to discharge planners or send to referral partners. We do not run a full referral-outreach campaign in the Sprint; that is a separate scope if you want a dedicated referral-relationship retainer.
Still reading? Get the audit.
One page. 48 hours. No sales call. We will tell you what is breaking the family inquiry-to-tour flow before you spend another dollar on marketing.
Get my audit, 48-hour turnaround →