Create a consistent writing strategy with home care content briefs.
Use these content outlines across your website.
Make sure every page serves your marketing goals.
Plan how your copy will connect with families seeking care services.
Get search engines to notice your webpages.
Read on to learn how to gain more clients through content briefs.
In This Article:
Define Your Content Strategy
Target Audience
Define your primary audience in each home care content brief.
Most home care marketing targets adult children making care decisions. And sometimes you’ll write for older adults or referral sources.
Create profiles of your ideal clients. Include their concerns and questions.
Tone of Voice
Use a caring but professional tone that builds trust.
Avoid industry jargon that may confuse older adults and caregivers. Instead, write like you’re talking to a friend who needs help.
Balance expertise with empathy. Families want to work with companies who care about their loved ones.
Value Proposition
Your value proposition is how you help clients better than another agency.
Connect your unique value to family needs and concerns.
Focus on benefits that matter to families, such as 24/7 caregivers or specialized dementia care.
Make sure each website page or blog article aligns with your value statement.
Unique Selling Points
Unique selling points show what your company does differently than other agencies.
List 3-5 benefits that set your company apart from others. These might include staff credentials, years of experience or special programs.
Use these points throughout your content.
Support selling points with proof like certifications or client reviews to build trust with prospects.
Client Journey Stages
Focus on the reason or intent of your lead’s search. Identify where they are in their care decision journey.
Build trust in the awareness stage through content that addresses concerns older adults and their caregivers have.
Help families choose your agency by providing the solution they want in the consideration stage.
Direct future clients who want your services to contact you in the decision stage.
Analyze Your Competitors
Per Greenbook.org, study what other home care companies publish online. Look at their blog topics and service pages.
Discover gaps in other agency’s marketing strategy. Find topics they have not covered. Then note in home care content brief how you will fill these gaps and position your company as the expert.
Create Your Purpose Summary
State the goal for each piece of writing in 2-3 sentences in your home care content brief.
Address the questions and concerns older adults and their caregivers have.
Define what action you want potential clients to take after reading.
Write calls to action that feel natural within your content. So avoid sales language, such as “Act Now,” that might turn families away.
Plan Senior Care Content Outline
Topic Title H1
Create headlines that grab attention and include your target keywords.
Your H1 heading should promise value by solving problems families have.
Make sure your title matches your page subject.
Add numbers and action words when possible.
Subtopics H2, H3
Break main topics into subtopics.
Use H2 headings for main points and H3 for supporting details. This structure helps leads scan content. And search engines can understand what your page is about.
Write headings that flow from one to the next. Each section should build on previous points.
Word Count
Set word count targets based on your content goals.
Your website pages will vary in length. But you can recommend a count range of 300-500+ words as a starting point.
Blog articles also vary in length. Longer blog articles, such as 2500 word how-to guides, allow for covering a main topic better. And shorter 1000 word articles can be more detailed content on how-to guide subtopics.
Wix outlines some word count ranges for different types of blog articles.
Optimize for Search Engines (SEO)
Keywords and Related Term
Find phrases that families use when searhing.
Choose a main keyword for each piece of writing. Include synonyms of keyword phrases throughout the page. Add a broader related term for the copy topic.
Then search engines can place webpage in their search results for that keyword. And leads will see your content during their search.
Title Tag
Write title tags that include your main keyword and compelling benefit. They will be similar or identical to your H1 title.
Then search engines will index your page in search results because they understand the topic of your page. And families will click on your title tag instead of clicking on another company’s title.
Keep your meta titles under 55 characters for full display in search results.
Make sure each webpage has a unique SEO title.
Meta Description
Create meta descriptions that summarize your content’s value in 155 characters. Include your main keyword. Write them like ads that encourage clicks to your website from search engines.
Every page needs a unique meta description.
Internal and External Links
Plan relevant links to other pages on your website.
Link to other credible websites from your copy. This shows search engines that your content is helpful to families.
Add link text that describes what potential clients will find on the page. Avoid generic phrases like “click here.”
Use This Homecare SEO Content Brief
Here is a sample content brief.
Strategy
Content Type: Blog article
Target: Adult children researching care options for aging parents
Tone: Professional but caring and respectful of family dynamics
Value Proposition: In-home care that balances professional support and personal independence. Out 24/7 family communication and coordination with healthcare providers allows older adults to age well in their own home.
Unique Selling Points
- Customized care plans adaptable to needs
- Licensed, bonded and trained caregivers
- 24/7 family communication and updates
- Safety assessments and modifications
- Coordination with healthcare providers
Stage: Awareness/Consideration – helping older adults and their caregivers understand options and benefits before they’re ready to decide
Competitive Analysis
Competitors: Competitor #1, Competitor #2, Competitor #3
Content gaps: Most articles focus on services rather than family benefits. So include peace of mind for adult children and dignity and independence for older adults in copy.
Purpose Summary
Educate adult children about the benefits of in-home care for aging parents. Address physical needs and emotional concerns. Position our services as the trusted solution for maintaining family well-being and parental independence.
Main Call to Action: “Schedule a free assessment”
Outline
Word Count: 1000 words
H1 Title: What Are Benefits of In-Home Care for My Aging Parent?
H2 Subtopics:
- Maintain Independence While Monitoring Safety
- Keep Comfort of Familiar Surroundings
- Adapt Customized Care to Parent’s Needs
- Find Cost-Effective Option to Assisted Living
- Create Peace of Mind for the Whole Family
- Discover Wellness Benefits of In-Home Care
- Choose the Right In-Home Care Agency
SEO
Keyword: benefits of in-home care
Synonyms: advantages of home care, benefits of home health, advantages of senior homecare
Related Keyword: aging in place
Title Tag: What Are Benefits of In-Home Care for My Aging Parent?
Meta Description: Discover the benefits of in-home care for aging parents. Learn how licensed home care services promote independence, safety and peace of mind for families.
Internal Links
- Link to article #1 that covers a subject mentioned in this article.
- Link to article #2 that covers a subject mentioned in this article.
- Link to main service page that highlights all our services
External Links
- Statistic from National Institute on Aging: “Aging in Place, Growing Older at Home”
- Statistic from AARP: “Caregiving in the US” Research Report
Conclusion: Home Health Content Guideline
Content guidelines create the roadmap for your website’s success.
Define your strategy around tone and benefits to build trust with older adults and their caregivers.
Analyze website and blog copy of other agencies to discover what their strategy is missing. Then position yourself as expert.
State the goal of your webpage with your purpose summary.
Structure outlines with proper headings to make content easy to read and understand.
Help more leads find your valuable pages through search engine optimization (SEO).
Use a copy template to make sure all your writing is cohesive and strategic.
Remember this: content briefs help you connect better with families and drive more leads to your website.
Keep reading: Essential Guide to Home Care Website Copy Planning
