How to Convert Home Care Leads on Your Website

Many agencies struggle to convert home care leads into paying clients.

Families visit your site with questions and concerns about their loved ones. They need guidance through their decision-making process.

Your website content must address the needs of older adults and their caregivers at every stage of their journey. Or they will leave your website and find another company that answers their questions.

Read on to learn how to transform your website into a lead conversion tool that turns prospects into clients.

Define Client Personas to Convert Home Care Leads

Your target market is older adults, their families and referral sources.

Home care leads arrive at your website with different needs and concerns. Adult children worry about their parents’ safety and independence. Older adults want to maintain their dignity while receiving help.

To address the pain points and objections of your target clients, create a person that represents each type. This is know as a persona.

Examples of personas:

• Defiant Debbie: the older adult that feels she does not need help
• Nervous Norma: the adult daughter who feels her mom needs help at home
• Professional Pete: Debbie’s financial advisor who knows she set aside money for care

Personas paint a picture of what content you should focus on for your website. So write a list of what each persona needs from your services and how you can overcome their concerns.

HubSpot shows that using marketing personas made websites 2-5 times more effective and easier to use by targeted users.

Map Your Content for Each Stage

Content mapping connects your website pages to different stages of your client’s journey. This strategy helps you convert home care prospects by delivering the right message at the right time.

The three stages are:

1. Awareness
2. Consideration
3. Decision

Map your content to match where families are in their decision process. Different content serves different purposes in lead conversion.

Identify which pages serve each stage of the client’s journey.

Get Senior Care Leads in the Awareness Stage

Families in the awareness stage realize they need help but do not know where to start. They’re searching for information and educational content. Your goal is to build trust and establish your expertise.

Educational Blog Content

A blog has the power to pull leads to your website. It also has the ability to convert prospects to clients when you are answering the questions families have.

Create blog articles and how-to guides that walk families through the process of choosing care.

Act as an advisor to families in need.

Build trust and see your admissions grow.

Informational Homepage

Place your value proposition at the top of your homepage. Make it clear how your services benefit families. Keep it between 10-30 words for maximum impact.

Show what makes your company different from other agencies.

Help decrease your bounce rate.

Your website’s bounce rate shows how many leads leave after viewing only one of your pages. High bounce rates indicate older adults and their caregivers are not finding what they need quickly.

SEMRush states that the median bounce rate for healthcare websites is 40.94%.

You want families to view many pages of your website so you can guide them toward becoming a client.

Feature Solutions in the Consideration Stage

Prospects in the consideration stage know they have a problem. They’re evaluating different home care companies to find the right fit. Your content must show why your company is the best choice.

About Page

Families and potential new referral sources want to learn more about your company. They want to know that your agency is qualified to take care of older adults.

Include content that shows your leadership, experience and accolades.

Service Area Coverage

List all the cities and counties you serve. Include a service area map on your website. Families want to know if you provide care in their location.

Create location pages for major cities in your service area. This approach helps you convert home care leads in specific markets.

Persuasive Service Pages

Your service pages must convince families that you can solve their problems. Focus on benefits to prospects rather than simply listing features.

Create specific pages for different types of care. Guide prospects to the exact information they’re seeking.

Start each service page by identifying a problem families face. Then explain how your services solve the problem. Paint a picture of life after receiving your care.

Provide enough detail to answer common questions upfront. This strategy helps you drive prospects by addressing concerns before they contact your agency.

Include information about:

• What the service includes
• Qualifications of your caregivers
• Ballpark of cost and payment options

Share client success stories with client’s permission. These stories show the impact of your services. They help families picture positive outcomes for their loved ones.

Convert Home Care Prospects in the Decision Stage

Remove barriers that prevent prospects from contacting your agency.

Families in the decision stage are ready to hire a home care company. Or professionals are ready to refer an older adult. And they want easy ways to contact you and start the admissions process.

Contact Information

Display your phone number on every page. Many older adults prefer to call rather than fill out a form online. Make it easy for them to contact you.

Also include email address, contact form and office address.

Make sure to add information on how your agency will respond to inquires after hours.

Streamlined Intake Process

Create an online intake form that captures essential information.

Keep it simple. Do not ask for too much upfront. You can gather additional details during a phone call.

Acquire Home Health Clients With Calls to Action

Your calls to action (CTA) guide website leads toward becoming clients. Match your calls to action to each stage of the client’s journey.

Use action verbs that tell families what to do next.

CTA examples:

• “Learn More”
• “Explore Services”
• “Speak With Us”

Place calls to action either in clickable buttons or links.

Conclusion: In-Home Care Lead Conversion

Converting website leads into home care clients requires a strategic content approach.

Determine what you need to write to your target market of older adults, their families and referral sources.

Use content mapping to address the needs of families at each stage of their decision-making process.

Build trust through educational content in the awareness stage.

Highlight your solutions during the consideration stage.

Make it easy for families to hire you in the decision stage.

Create clear calls to action that guide leads toward becoming clients.

Remember this: leads convert to clients when older adults and their caregivers find the information they need on your website.

Keep reading: Essential Guide to Home Care Website Copy Planning