Guide to Effective Online Home Care Content

Online home care content brings older adults and their families to your company website through search engine optimization (SEO).

SEO helps Google and Bing understand your content writing so they can list your pages under those topics.

Then leads can find your company during their online search.

Give prospects the information they want. Because the longer they stay on your site, the more chances they will want to become your client.

Read on to learn how to write blog articles and website copy that boost your business.

Write Quality Home Care Content Online

Write quality content to help families and referral sources.

Create online home care copy older adults and their caregivers want to read. Write about what matters to them in a respectful and practical way.

Use unique content not identical to copy on another website or blog.

Prove you are a credible business clients can trust by using a professional writing tone.

Focus on answering Google’s quality content questions.

Senior care and healthcare websites fall into Google’s “Your Money or Your Life” (YMYL) categories.

Be careful dispensing medical, legal or financial advice. And if you do, quote licensed professionals.

The content on your YMYL website should impact the health and safety of older adults in a positive way.

Google wants to make sure your website copy confirms your company’s “experience, expertise, authoritativeness and trustworthiness” (E-E-A-T).

Fulfill Google’s E-E-A-T content quality guidelines through blog posts and website pages that show your company’s knowledge and capabilities.

Your website should include an about page and answer questions prospects have.

Back up your statements with research and statistics.

Read more: How to Write Quality Home Care Content

Increase Leads With Topic Keyphrases

Keywords or keyphrases are words your leads type or speak into search when they’re looking for information.

Phrases can be up to four or more words, such as “home care in Los Angeles.” Function words such as “in” do not count.

Plan your senior care online writing around keyphrases. These words pull families to your website.

Google and Bing use your keywords to uncover your page topic. They can list the page in the appropriate subject area in their search results.

Then your content will show up when your prospects search for those words online.

Keyphrases also help keep your writing centered on your intended subject. Search engines want to see you cover a topic completely.

Adding the same keywords too many times can hurt your chances of a page appearing in search results. Search engines do not like this outdated “keyword stuffing” tactic used to try to appear higher in search results.

Instead, in addition to your main keyword phrase, include singular and plural forms and tenses of phrase, and synonyms. Aim to use 1 of these keyphrases every 100-200 words where they read easily in the sentence.

Do no use the same main keyword phrase on more than 1 page. Search engines will be confused about which page they should list higher in their search results pages.

Read more: How to Use Keywords in Your Home Care Content

Organize Online Home Care Content

Structure your home care online writing for readability.

Prospects who find your content easy to read are more inclined to view additional pages on your website. The longer they are on your site, the more they will gain trust in your company.

People scan website pages and blog articles with their eyes to find the information they need. If they cannot locate what they want quickly they will leave your website.

Readability is one aspect of web accessibility law through the Americans with Disabilities Act (ADA).

Help people with intellectual, mental or cognitive disabilities comprehend your content.

Screen readers can translate your writing to speech or Braille for prospects with visual loss.

Accessible content helps older adults with Alzheimer’s disease and vision loss from macular degeneration, glaucoma, cataracts or diabetic retinopathy.

Confirm both the written and visual aspects of your copy are readable for everyone.

Words

• Write short sentences (20 words or less) and paragraphs (1-3 sentences).
• Avoid negative contractions or contractions ending in ‘ve, such and don’t or I’ve.
• Explain senior care industry terms to families if you must use them in your content.
• Use 4+ syllable words sparingly as they are hard to read and understand.
• Spell out all words before written abbreviation the first time they appear in sentence.

Design

• Align written main body content to the left of page because people read this way.
• Add formatted lists for emphasis with bullet points or numbers for steps in order.
• Limit each page to 2-3 san serif fonts (no decorative strokes added to letters).
• Make size of letters in main body of content 16 pixels (px) to 19px for older adults.
• Break up page or article content with white space between paragraphs and headings.

Readable content increases the likelihood older adults and their caregivers will choose your services.

Read more: How to Produce Simple Home Care Content

Add Headings to Explain Content Topics

Headlines and subheadlines help leads and search engines understand the topic and subtopics of your home care online copywriting.

Google and Bing will know subject to use for listing your copy in their search results.

Headings and subheadings guide older adults and their families through your content so they know what each section is about. They make your web copywriting easier to read.

Prospects will decide what parts of your content they want to read.

Plus, screen readers will announce headings and subheadings to visually impaired readers. Then they can jump to section they want.

Written content on your website and blog has a hierarchy of headings called header tags.

The heading 1 or H1 tag explains the overall topic of your blog article or web page.

Subheadings are subtopics starting with H2, then H3, H4, H5 and H6 tags.

Include your topic keyphrase in headlines and some H2 and H3 subheadilines to help search engines understand your page subject.

Keep your headings and subheadings under 55 charaters. Google or Bing may choose to use in search results with your company name added to the end.

Capitalize the first letter of each word only because words in all caps are harder to read.

Use bold type so words stand out from the rest of your content.

Align subheadings to the left on the page for ease of reading.

Read more: Home Care Content Headings: All Your Need to Know

Drive Prospects to Copy With Images

Photos are more visually appealing than words. They grab the interest of older adults and their families and draw them to your senior care online copywriting.

Humans process images quicker than copy so leads will then want to read your page if the image entices them.

Images give context to content and convey emotion. They help readers connect with your content and trust what you are saying.

Give search engines and leads an explanation of your pictures.

Make sure each image has a unique description and only includes keyphrase if it is relevant.

Add alternative text (alt text) to explain image and how it relates to your page content. Keep alt text description to 100-125 characters.

Write image file names that are up to 5 words, with hyphens in between words.

Help Google, Bing and your prospects take interest in your copy with photos.

Image Checklist

• Use licensed images or your own approved pictures so you do not violate copyright.
• Pick respectful and positive photos of people that older adults do not find offensive.
• Compress images for web use so your website speed is fast enough for your leads.
• Insert a photo every 150-300 words to break content so page is easier to read.
• Match pictures with what your following content is saying to establish relevance.
• Provide descriptive alt text and file name for screen readers and search engines.

Images increase the chances your prospects will read your content.

Read more: 5 Tips for Using Images on Your Home Care Website

Link Your Home Care Copy Online

Links or hyperlinks are the highlighted area of words you click to get to another page or article.

Underline your hyperlinks so they stand out from the rest of your content.

Choose the standard blue link color. Or use a distinct color that contrasts the rest of your copy and background.

Your online home care writing should include both internal and external links.

Internal Links

Internal links connect pages within your website. They help older adults and their families navigate your website.

These links help you guide them to the pages that will move them toward reaching out to your company.

Search engines use internal hyperlinks to find and understand the subject of your content for indexing.

Google and Bing learn the structure of your website. Then they can determine which pages are more important than others.

I link my how-to guides to my homepage to show search engines they are important.

And I link my educational service pages to my relevant guides. This shows that my service page is also valuable because it is associated with guide.

Plan for 2-5 internal links per 1000 words.

External Links

External links connect to other websites. They show prospects where to go for more information on a subject.

Offer your prospects additional credible resources to read. And your trustworthiness will increase with them and search engines.

Aim for 1-3 external links per blog article or page.

Anchor Text

Anchor text are the words in a hyperlink describing the page you are linking to.

Search engines can lower your page listing or decide not to list if you use keyword only anchor text. They feel you are artificially trying to get your page listed for that subject.

Instead, include words in addition to keyphrase or synonym you are using to describe subject of page.

Make sure the anchor text reads naturally in the sentence.

Text should not be generic, for example “click here.”

Generic anchors do not explain subject of linked page. This makes it hard for your prospects, screen readers and search engines to understand.

Read more: Links in Home Care Content: SEO Strategy That Works

Make Title Tags Similar to Headings

Title tags or title links are the clickable headlines for each listing on Google and Bing. They are important to older adults, their families and search engines because they explain your page topic.

The more clicks your website pages receive, the more chances you get to help a new client. Plus, search engines can place pages receiving more clicks higher on search results.

Your title link should be identical or similar to your page heading on your home care online copy. Then your prospects will not feel deceived when they land on your website page.

Capitalize words for reading ease.

Include your page subject (keyphrase) in your title tag.

Put your company name at end of title links if you choose to. Search engines may add your company name if you do not. And Google may use just your company name in mobile searches for your homepage.

You can write your own title tags using a search engine optimization (SEO) plugin. Or the plugin can write them for you. SEO plugins are extensions of your website’s content management system (CMS).

Or your developer can write directly into the website code if they are not using a CMS.

Your website’s CMS or SEO plugin will assign your page heading as the title link if none is present. And the SEO plugin may add your company name to the end.

Search engines may use the page heading of your web page as your title tag. This is why page headings and title links should be 50-60 characters including your company name. Then search engines should not cut off your title tag.

Google and Bing may also change your title links to best align with certain searches by your leads.

Read more: Home Care Title Tags: Boost SEO and Attract Families

Get Website Viewers With Meta Descriptions

Meta descriptions are page summaries found under title tags on search engines. They help get leads to want to click on your title tag.

Show older adults, their caregivers and search engines more information about the page subject of your senior care online content.

Screen readers will give your description to visually impaired prospects so they know what the page is about.

Capitalize the first word of a sentence.

Include your page topic (keyphrase).

Personalize your meta descriptions by including the words “you” and “your.”

Highlight the benefits that leads will receive from clicking on the page.

Add individual page meta descriptions through an SEO plugin. Or let plugin generate for you.

Search engines cut off descriptions at around 120 characters on mobile devices and around 155 charcters on computer. Include blog article publication dates in the character count.

Bing’s Webmaster Guidelines state the description you write “may appear as the page description in the search results.”

Often Google and Bing will change your meta descriptions. They may use a few sentences from your page content that better matches what lead is searching for.

It is still worth adding meta descriptions so search engines can determine your page subject.

Read more: Home Care Meta Descriptions: More Clicks, More Leads

Conclusion: Grow With Online Home Care Copy

Home care online content is important. It allows you to help and educate families plus grow your business.

Create original copy that shows your experience.

Draw older adults and caregivers to your website through search engine optimization (SEO).

Help Google and Bing list your website by the topics you want them to. Then leads will read the titles and descriptions for your web pages and click on those links.

Attract more prospects when your content is easy to understand.

Include a clear heading and enough subheadings and images to break up all the words.

Write short sentences and paragraphs.

Describe links to other website pages and blog articles.

Remember this: gain trust and clients with unique, supportive and easy-to-read online content.

Keep reading: Essential Guide to Home Care Website Copy Planning