More than 11,000 Americans turn 65 every day. Finding caregivers is the hard part.
Home care has three audiences: families looking for help, the clinicians and discharge planners who refer, and the caregivers you need to hire. Most agencies market to one. We build for all three.
Home Health & Home Care benchmarks
- Typical lift in family inquiries from local search, 6-12 months
- +20-40%Typical lift in family inquiries from local search, 6-12 months
- Typical lift in caregiver applications from recruiting pages and ads
- +25-50%Typical lift in caregiver applications from recruiting pages and ads
- Typical drop in cost per qualified client inquiry
- -15-30%Typical drop in cost per qualified client inquiry
- Typical lift in new Google reviews per month
- 2-3xTypical lift in new Google reviews per month
Drawn from Digital Squad engagements with home care agencies. Your realistic range comes out of the audit.
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What holds home care agencies back
The same four constraints show up in nearly every home health & home care engagement we start.
Two very different businesses
Medicare-certified home health runs on physician orders and referrals from hospitals and discharge planners. Private-duty and non-medical home care sells directly to families, usually an adult child searching on a phone. Each needs its own pages, message and follow-up.
Hiring caregivers is a marketing problem
Many agencies turn away clients because they can't staff shifts. Caregiver recruiting needs the same attention as client marketing: job pages that rank, ads aimed at the right candidates and a fast application path.
A crowded, local market
MedPAC data shows 12,234 Medicare-certified home health agencies in 2024. Growth was concentrated in California, while the count fell in the rest of the country. Families searching 'home care near me' see a long list of agencies that look alike.
HIPAA limits what you can say
Patient stories, photos and reviews need care. Using a client's health information in marketing generally requires their written authorization under HIPAA, and tracking pixels on patient pages can expose protected data. Marketing has to be built with that in mind.
What we do differently for home care agencies
Local SEO for the families searching now
Service pages for personal care, companion care, dementia and Alzheimer's care, respite and 24-hour care, plus the towns you serve. Each page answers what families ask about cost, scheduling and caregivers.
Content for referral partners
Clear pages for physicians, discharge planners and case managers: services, service area, intake process, how fast you start care and how to refer. Referral partners want reliability, not slogans.
Caregiver recruiting campaigns
Job pages built for search, local ads aimed at caregivers and CNAs, and a short mobile application. More applicants means fewer turned-away clients.
Privacy-safe tracking and reviews
Analytics and call tracking set up to avoid sending protected health information to ad platforms, and a review process that asks for feedback without exposing patient details.
Services that move the needle for home care agencies.
We'll recommend the smallest set that unblocks your actual constraint, not the biggest bundle.
Home Health & Home Care results, in detail.
Full case studies with the numbers, the mistakes, and what we'd do differently.
Home Health & Home Care questions, answered straight.
Under one brand, yes, but on separate pages. Home health is driven by physician orders and referrals, and the patient often doesn't choose the agency directly. Private-duty care is chosen and paid for by families. They search differently and need different answers.
Other industries we serve
Let's talk about your growth constraint.
A free 30-minute teardown built around how home care agencies actually grow. You keep the findings whether or not we work together.