Home Care Marketing

The Essential Guide to Boosting Client/Patient Acquisition in 2024

By Scott Humphries, 
The Right Path Marketing
June 2024

In the rapidly growing home care industry, competition is intensifying. With customer acquisition costs rising through online channels and the continuous evolution of search and advertising algorithms, staying ahead is more challenging than ever. The integration of AI into Google and other search engines further complicates the landscape.

Amidst these challenges, our comprehensive home care marketing guide is designed to help agencies thrive with the latest strategies for online and advertising, online advertising, and effective messaging to boost web traffic and conversions. 

Because this is an article on home care marketing, we chose to include this stock photo of a caregiver in blue scrubs standing behind an elderly woman in an orange sweater, who is sitting on a couch holding a glass of water and a book.

Key Challenges in Home Care Marketing

Increasing competition in a growing market: As the demand for home care services rises, so does the number of providers. Standing out in this crowded field requires effective marketing strategies.
Rising customer acquisition costs through online channels: Online advertising costs are escalating, making it crucial to optimize your spending and improve your return on investment.
The rise of AI in the marketing space and its integration with Google: AI technologies are transforming how we approach marketing, particularly in search engine optimization and online advertising. Leveraging these technologies can give you a competitive edge.
Ever-changing requirements and algorithms for online search and advertising: Staying updated with the latest changes in search and advertising algorithms is vital for maintaining visibility and driving traffic to your website.

Home Care Competition is Projected to Grow

By 2030, the home health services industry, including non-medical home care agencies, is projected to reach an impressive USD 253.4 billion by 2030, growing at a compound annual growth rate (CAGR) of 7.48%, according to a report by Grandview Research

Home Health Services - Projected Market Size
Source: Grandview Research

This growth is driven by the aging population, expected to nearly double by 2050, and the increasing prevalence of chronic diseases like diabetes and neurological disorders.

Meanwhile, more and more families are seeking comfortable home-based care over traditional long-term care facilities.

These factors are making effective home care marketing strategies crucial for agencies to stand out in this competitive market. But before becoming active with your online home care marketing, it’s crucial to be clear on who exactly your target audience is, where they are, and what’s important to them.

Identifying Your Target Audience

A successful home care marketing strategy hinges on accurately targeting the right audience for each marketing effort. Are you targeting the patients themselves or their adult children? Then, understanding the geographic distribution of your target audience is crucial, as it informs where and how you should focus your marketing efforts.

Demographic and psychographic data is key to knowing how to market to your target audience. Identifying the precise geographic areas where your target demographic lies and the activities and habits of potential clients, be they parents or children of aging parents, to tailor your geo targeting effectively. Being aware of their interests also allows for more compelling and pertinent marketing messages.

As you consider the tactics we suggest you adopt, this data will serve as the cornerstone of all your home care marketing initiatives.

A staff meeting discussing home care marketing strategies around a conference table with digital analytics displayed on a screen.

Grow Your Online Brand Footprint

For your home care marketing done online, you need more than just a basic website and social media presence.

Diagram of the Google Knowledge Graph showing connections between Google and various other services like Facebook, LinkedIn, YouTube, and more.

To secure a high ranking on Google, which dominates over 90% of the global search traffic, establishing an online brand presence across dozens of online platforms is essential for home care marketing success.

Explore listing sites such as chamberofcommerce.com, yellowpages.com, Yelp, Yahoo, and Bing Business to establish location-relevant links to your website.

Gaining links from industry-related websites will not only enhance your website but also expand your brand’s online footprint.

Such a comprehensive online presence allows Google’s AI to build a detailed knowledge graph for your business.

Google’s Knowledge Graph then verifies and integrates this data by cross-referencing these multiple listings of your business.

The more corroborated this knowledge graph is on your business, the higher the likelihood your home care agency will rank higher in search by Google.

This shift emphasizes the importance of an entity-based strategy in your home care marketing, to win the modern SEO game. With advancements in AI, Google now focuses on understanding entities—specific people, places, things, or concepts—rather than just keywords. When Google cross-references your brand assets by finding the same entities across various listings, it strengthens your business’s online presence.

This highlights the need for entity-based optimization to ensure your business stands out in more detailed searches. Keywords now play more of a supporting role, helping to contextualize and reinforce the entities.

How Search Has Changed

Comparing SEO strategies Pre-AI vs. AI-Powered Search

Old Way

  • Keyword-focused
  • Short queries
    • ex: "home health near me"
  • No AI-produced answers

New Way

  • Entity-focused
  • Longer conversational questions
    • e.g. where can I find reputable caregivers who are certified to work with Alzheimer's patients
  • AI-produced answers

Search queries are increasingly becoming longer and more conversational, thanks to the capabilities of AI-powered search engines.

This adds to the need your home care marketing to maintain a consistent style and messaging across all web platforms is crucial.

Inconsistent branding, including your tone, can lead to confusion for search engines, which may fail to associate all your brand assets together, weakening your online presence.

The Role of On-Brand Messaging Online

Maintaining a consistent brand message is crucial for protecting your brand’s integrity and resonating effectively with your target audience.

A unified message across your website, social media, and online listings will give you a more recognizable brand that stands out in a crowded market. This is why we advise every business to develop an internal Brand Messaging Blueprint, which will guide all their home care marketing communications.

Brand Messaging Blueprint

Brand Messaging Blueprint

What it should include:

COMPANY — Defining Your Identity
  • Values
  • Unique Selling Point
  • Points of Differentiation
YOUR OFFER — Its Impact and Relevance
  • Range of Services
  • Specialty Areas
  • Target Audience
  • Patient Benefits/Value Proposition
Your BRAND VOICE — Engaging with Your Audience
  • Key Brand Vocabulary
    • Words You Use to Describe Brand
    • Words You Avoid Using

To make your website messaging resonate and convert more web visitors, your messaging should be visitor-centric.

Your home care marketing should focus less on what you do and more on the results and solutions the potential patient and their family would receive.

For instance, if your agency boasts compassionate care provided by seasoned caregivers, challenge this claim by asking “So what?” Continue probing until you uncover the core reasons why your home care agency is the perfect choice for the patients you wish to serve.

The customer wants to know.... What’s in it for me?

Playing the “So What” Game

Step One:
Identify Core Values
: Start with the fundamental values and benefits your agency offers.

Step Two:
Challenge Your Claims
: Continuously ask “So what?” until you reach the core benefits that resonate most with your audience.

Step Three:
Communicate Effectively
: Use clear and concise language to articulate these core benefits across all marketing channels.

By using this method, your home care marketing will develop a powerful and visitor-centric message that differentiates your home care agency and builds trust with potential clients.


  • Claim: We offer compassionate and experienced in-home care service for elderly people.
  • So What?: It means that your loved ones receive care from meticulously screened and thoroughly trained experts.
  • So What?: It ensures a safe and nurturing environment with caregivers who share our vision for providing excellent care.
  • So What?: This dedication fosters a deep connection between caregiver and patient, making daily life more enjoyable.


  • Headline: In-Home Care that Fosters Meaningful Relationships
  • Subhead: Personalized elderly care at home ensuring daily safety and comfort.
A confident woman in a suit holds out her hand, with the text "USP Unique Selling Proposition" displayed beside her.

Your home care marketing messaging may likely adopt a different theme, based on your vision of the agency and where its strengths and specialties lie. The key point with our example is differentiation and clarity convey competence and trustworthiness to prospective clients and their families.

Developing a consistent brand message in your home care marketing can be challenging but is crucial for standing out in the competitive home care market. Speak with us for a complimentary mini-consult, and we’ll help you create a cohesive Brand Messaging Blueprint tailored to your agency.

Demystifying SEO

Search Engine Optimization (SEO) can seem complex, but breaking it down into manageable parts can make it more approachable. Effective home care marketing should include implementing a comprehensive SEO strategy for improving online visibility and attracting more clients. Here are the key components of SEO:

On-Page SEO:

This involves improving individual pages to rank higher and get more traffic. Search engines look for specific web pages, not whole websites. Think of search engines as “document finders” and your web PAGES as documents. Optimizing each page helps search engines understand and rank them better.

Title Tags

Title tags are a crucial part of on-page SEO, serving as the titles for your web pages that appear in search engine results and browser tabs. They give both users and search engines a quick insight into the content of your pages. Properly crafted title tags, with relevant keywords, can significantly enhance your website’s visibility, making it easier for potential clients to find your home care services online.

Title Tags Format for Different Types of Webpages

Dos and Don'ts

  • DO make sure every page has a title tag.
  • DON'T have duplicate title tags.
  • DON'T overstuff with keywords.

Heading Tags (H1, H2, H3, etc.)

Heading tags play a vital role in on-page SEO by structuring your content in a clear and organized manner. The H1 tag should be used for the main title of the page, reflecting its primary topic. Subsequent headings (H2, H3, and so on) should be used to divide the content into sections and sub-sections, making it easier for readers to navigate and for search engines to understand the hierarchy and relevance of the information. Using heading tags effectively not only improves readability but also boosts your SEO, helping search engines to index your pages more accurately and rank them higher in search results.

Diagram illustrating the hierarchy of website heading tags (H1, H2, H3)

Dos and Don'ts

  • DO make sure every page has a H1 tag.
  • DON'T have H1 tags.
  • DON'T have more than one H1 tag on each webpage.

Meta descriptions

Meta descriptions are brief summaries that appear below the title of a webpage in search engine results. They are crucial for attracting clicks because they give potential visitors a snapshot of what to expect on the page. An effective meta description should be clear, compelling, and include relevant keywords to entice users to click through to your website. Additionally, meta descriptions should be concise and have 150-160 characters, including spaces, to ensure they are fully displayed in search results. A well-crafted meta description can significantly improve the click-through rate (CTR) of your webpage, driving more web traffic to your site.

“XYZ Home Care provides a safe, nurturing environment with dedicated caregivers who foster deep connections and build trusted relationships with senior patients relationships with them.

Technical SEO

This refers to the backend optimizations that improve user experience, site performance, and speed. These improvements ensure that your website meets the technical requirements of search engines, which factor into your search ranking.

A fast-loading website is essential for a good technical SEO score, especially on mobile devices, where over a majority of the world’s webtraffic is. Use tools like Google’s PageSpeed Insights to see the performance of your website.

PageSpeed Insights Performance Report
Our client Windy Knob Farm has an elite mobile score and is passing Google Core Vitals testing

Heading tags play a vital role in on-page SEO by structuring your content in a clear and organized manner. The H1 tag should be used for the main title of the page, reflecting its primary topic. Subsequent headings (H2, H3, and so on) should be used to divide the content into sections and sub-sections, making it easier for readers to navigate and for search engines to understand the hierarchy and relevance of the information. Using heading tags effectively not only improves readability but also boosts your SEO, helping search engines to index your pages more accurately and rank them higher in search results.

Contact us for a complimentary mini-consult, and we’ll check to see how your website performs across all SEO categories and suggest actionable steps for improvement. 

Paid Ads vs. Organic Search for Home Care Marketing

In home care marketing, paid advertising, often known as PPC (Pay-Per-Click), and content marketing, which emphasizes unpaid strategies for organic search growth, can play key roles in boosting patient acquisition. Comprehending the distinctions, advantages, and possible limitations of each method is essential for devising a balanced and effective home care marketing strategy.

PPC Advertising

PPC can be divided into two main types:

  • Paid Search (Google Ads). This is a fast way to get to the top of a search ranking, and focuses on Paid Search Advertising focuses on capturing existing demand.
  • Paid Social, targets specific audiences on social media platforms. Unlike Paid Search, where ads appear in response to specific queries, social PPC ads target users based on their demographics and lifestyle.
Icon Box Example

Paid Search

Captures Existing Demand: Paid ads are designed to capture a segement of the existing market.

Gives Instant Boost: Ads appear at the top of search results, generating immediate leads.

Targets Buyer Intent: The right keyword phrases will drive the right kind of traffic.

Paid Social

Builds New Demand : Creates attention and interest in your service, brand, and business.

Creative Flexibility: Various ad formats including images, videos, and carousels .

User-Based Targeting: Ads target users based on profiles and activities.

Advantages of Hiring a Marketing Company for PPC

Expertise & Efficiency: Professional management ensures optimal ad spend for the best ROI.

Time-Saving: Focus on your core business while professionals handle your PPC campaigns.

Split Testing: Enables the testing of multiple ads to allocate more spend to the more effective ads.

Home Care Industry Guidelines for PPC

Effective PPC campaigns, whether on search engines or social media platforms, require a high level of continuous optimization. This is where professional expertise and management makes a significant difference.  

Cost Per Lead (CPL) and Lead-to-Customer Conversion

Definition: CPA measures the average cost to acquire a lead through your PPC campaign. It is calculated by dividing the total cost of your PPC campaign by the number of conversions.

Paid Search CPL Benchmarks

Cost Per Lead (CPL): The average CPL for home care is approximately $129.09 [WordStream], [Sagapixel].

Lead-to-Customer Conversion Rate: Paid Search often captures high-intent users actively searching for services, leading to a higher lead-to-customer conversion rate* of around 15%. With this conversion rate, the CPA would be approximately $860.60. Considering the Lifetime Value (LTV) of a home care client is around $14,000, this ensures efficient spending aligned with revenue goals [Activated Insights].

Guidelines: Focus on enhancing ad relevance and landing page experience. Regularly monitor and adjust budget allocation [WordStream], [Activated Insights].

Paid Social CPL Benchmarks

Cost Per Lead (CPL): For home care Facebook Ads, the average CPL is around $70.81 [Activated Insights].

Lead-to-Customer Conversion Rate: Paid Social generally reaches users in a more passive browsing state, resulting in a lower lead-to-customer conversion rate*, assumed to be around 10%. This lower conversion rate can be due to the nature of social platforms where users may not be actively looking for services. With this conversion rate, the CPA would be approximately $708.10 [Activated Insights].

Guidelines: Use Facebook’s robust targeting options to reach the right audience, and optimize ad spend based on performance metrics [WordStream], [Sagapixel].

Lead-to-customer conversion rate differs from the conversion rate for ads-to-leads, as it encompasses factors beyond the initial ad click. These include the quality of the landing page and the business’s ability to persuade the lead to become a customer.

Click-Through-to-Lead Conversion

Definition: Conversion rate is the percentage of users who take the desired action (such as filling out a form or making a call) after clicking on your ad. It is calculated by dividing the number of conversions by the number of clicks and multiplying by 100.

Paid Search for Conversion Benchmarks

Target: A conversion rate of 7% from clicks to leads, consistent with healthcare industry standards [WordStream].

Guidelines: Ensure landing pages are user-friendly and aligned with ad copy. Use clear CTAs and A/B testing to improve conversion rates [Sagapixel], [Activated Insights].

Paid Social Conversion Benchmarks

Target: For Facebook Ads in the healthcare sector, aim for a conversion rate around 9.21% [WebFX].

Guidelines: Optimize your landing pages for mobile users, use strong CTAs, and test different ad creatives to find what works best [WordStream], [Sagapixel].

Click-Through Rate (CTR)

Definition: CTR measures the percentage of people who click on your ad after seeing it. It is calculated by dividing the number of clicks by the number of impressions (views) and multiplying by 100.

Paid Search CTR Benchmarks

Target: Aim for a CTR around the industry average of 6.11% for healthcare-related ads [WordStream]. High CTR indicates that your ad is relevant and engaging to your target audience.

Guidelines: Use relevant keywords and compelling ad copy. Implement ad extensions to provide additional information and improve visibility [Sagapixel], [Activated Insights].

Paid Social

Target: Aim for a CTR of around 1.3% for Facebook Ads in the healthcare sector [WebFX]. High CTR indicates that your ad is effectively capturing attention.

Guidelines: Use high-quality visuals and engaging ad formats like video or carousel ads. Retargeting past website visitors can also boost engagement [WordStream], [Sagapixel].

Content Marketing

Content marketing is part of a holistic home care marketing strategy. By consistently creating and distributing valuable content, you can enhance your findability and increase brand awareness that would ultimately improve patient acquisition, long-term. Content marketing involves several key activities:

Benefits of Blogging
Blogging Icon


Search Engine Recognition:

Publishing blog posts on home care services improves your website's search engine visibility.

Audience Engagement:

Blogs engage your audience, offering insights and tips that establish your authority.

Benefits of Press Releases
Press Releases Icon

Press Releases

Boost Visibility:

Announcements about new services or achievements generate media coverage and enhance brand visibility.

SEO Benefits:

Optimized press releases improve search engine rankings and drive traffic to your website.

Benefits of Social Media Posts
Social Media Icon

Social Media Posts

Stay Top of Mind:

Sharing content on social media keeps your brand visible and relevant to your target audience.

Drive Traffic:

Engaging social media posts drive traffic to your website and boost patient acquisition efforts.

Integrating SEO and PPC in Home Care Marketing

To maximize your home care marketing, integrating both content marketing and PPC strategies simultaneously is an effective strategy for short-term and long-term.

PPC delivers fast results while organic marketing, particularly SEO, will help your online presence build long-term authority Integrating these approaches creates a synergistic strategy that balances immediate impact with sustainable growth for your home care agency

SEO vs. PPC Traffic Over Time

SEO vs. PPC Traffic Over Time

Comparison of Traffic Growth from SEO and PPC Campaigns*
*Results may vary by business


In this competitive landscape, effective home care marketing is not just an option but a necessity. That’s why it is imperative to not only market your firm online but stay on top of every changing digital marketing landscape.

By implementing comprehensive home care marketing strategies outlined in this guide, your home care agency would significantly enhance its online visibility and increase patient acquisition. 

Given that most home care staffs would find it difficult to implement digital marketing in a comprehensive way, we’d love the opportunity to further discuss how we could help. Contact us today for a complimentary mini-consult.  

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