October 9, 2025 • 41 mins
Stressed families don’t browse; they decide. We unpack how a home care website either earns trust in seconds on a phone or quietly leaks leads to competitors—and exactly how to fix it before 2026. From mobile-first speed to above-the-fold calls to action, we walk through the homepage elements that translate emotion into action, then dive into the service-page strategy that actually ranks: long-form explanations in plain language, outcome-driven copy, and helpful FAQs that mirror what people ask in crisis.
We also explore the new search reality. AI answers “best home care near me,” and if your content isn’t structured for questions, featured snippets, and local context, you’re invisible. Learn how to write for natural language, when to use FAQ schema, and why towns beat counties for discoverability. Plus, we get practical about lead capture: why a consult request outperforms self-scheduled assessments, what to offer as a useful download, and how to deploy chat without letting AI hallucinate answers.
Trust is the moat. We share ways to gather Google reviews at the right moment, showcase real caregiver culture with spotlights, and present outcomes that matter—satisfaction, days without readmission, and clear next steps for families and referral partners. Wrap it up with a 30-day sprint: audit speed and CTAs, expand three core service pages, implement schema, and fix your response workflows so every tap becomes a conversation. If you’re ready to move from pretty to profitable, this is your playbook.
If this helped, follow the show, share it with a colleague, and leave a quick review so more home care leaders can find it. Got a question or want an audit? Reach out—we’d love to hear what you’ll improve first.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:00):
We can be going.
All right.
Do you want me to just go?
SPEAKER_02 (00:04):
Let's go.
Let's go.
All right.
SPEAKER_01 (00:06):
Here we go.
Here we go.
Reintroductions.
Most of us don't need anyintroduction.
We're missing Don Viala today,but she's on vacation.
So Annette, go ahead.
SPEAKER_02 (00:17):
Hello, everybody.
I know most of you.
My name's Annette Ziggler.
I have been with ASN over a yearand a half now.
Time flies when you're havingfun.
Teach the sales trainingclasses.
I love it.
I'm so glad you're here.
SPEAKER_00 (00:33):
Yeah.
Yeah.
I guess I'll go next.
I'm Lisa Marcella.
I have been here for almostthree years, which I was just
telling someone the other day.
Whoa.
Seemed like I just blinked.
But I love home care.
I've been in home care for areally long time.
I've worn every single hatimaginable.
And I like being on this side,watching your journey, helping
you guys through everything.
Hello and welcome.
SPEAKER_01 (00:53):
And I'm Valerie Van Bouven.
I'm a registered nurse and thefounder and co-owner of Approved
Senior Now.
These ladies are the experts insales training and home care
sales that are in person.
And they also know a lot aboutother things too.
But my nerdy self is into theonline marketing piece.
(01:14):
And that's where this wholecompany started.
So I'm going to do thepresentation today.
They let me talk once in awhile, and I'm going to talk to
you about your website.
Housekeeping, just mute yourline if you are, if you're not
talking, just go ahead and muteit because you never know when
(01:34):
somebody's going to say hi orstep in your office.
Or I always use the McDonald'sdrive-thru stories that we hear.
Anyway, so yeah, mute your line.
Share stories, experiences,tips.
We want to hear from you.
We want to know what questionsyou have.
We want to know what you want toknow about.
It might not be websites, but itmight be something else on your
(01:55):
mind that you want to knowabout.
And so please let one of theseladies know so they can put it
into one of our two times amonth meetings.
Okay, free giveaway.
Let's talk free giveaway.
One of you guys knows more aboutthat than I do.
SPEAKER_02 (02:08):
Annette, what are we giving away?
We are going to give awayDecember leave behinds because
it's almost the middle ofOctober.
We gave away November last time.
So I think we're going to giveDecember Leave Behinds.
So it gives you whoever wins achance to get everything
together.
If you are interested in beingincluded in the customized leave
(02:30):
behinds for December, in thechat box, put yes, and we will
put your name and a hat andwe're going to pick a winner.
And but you have to promise whenyou do the leave behinds, when
we make them for you, that yougo out and market with them and
send us pictures.
We want to see you out there.
I think we're actually evensharing somebody's October Leave
Behinds today.
(02:50):
Oh, yeah.
And we will let you know ifyou're a winner.
SPEAKER_00 (02:53):
Yeah.
Just put yes in the chat there.
I'm getting a lot of yeses, sowe're good.
All right.
SPEAKER_01 (03:00):
All right.
So on the agenda today, yourwebsite is leaking leads.
Totally.
I know it is.
2026 landscape, families,referral partners, and AI search
engine stuff, the anatomy of ahome care homepage that
converts, service pages, SEO,and AI search.
All this sounds reallycomplicated, but I'm going to
break it down for you.
Lead capture tools that actuallyget filled out.
(03:22):
Trust signals, reviews,caregiver spotlights, outcomes,
the 30-day sprint, what's yourcontent plan?
AIN SEO.
We get asked about the AI searchpart of this more and more from
you smart people out there.
So we're going to talk a littlebit about that today and QA.
And then we're going to gothrough October, November, and
December lead behinds so thatyou guys can plan ahead.
(03:45):
So we always try to do leadbehinds a few months in advance
so that you have time to orderstuff, get it all put together,
and go out and do somemarketing.
All right.
So from the title of this weekwas From Pretty to Profitable,
Fixing Your Home Care Website in2026.
So we're almost in the finalquarter of 2025.
(04:05):
So of course, we're lookingahead to 2026 and thinking about
websites.
So the recommendation is thatyou can transform your home care
website from a digital brochure,which actually, when I started
this business, everybody wasjust pretty much putting what
they had on a brochure online.
And that was it.
Websites were now they'reinteractive, they're lead
(04:29):
generating, and you want to gothat route.
It should your website shouldnot be a second thought.
It should be a piece of yourmarketing budget that
complements what you're doingout there in the field.
So everything you do in thefield should be reflected in the
website that you have.
So let's keep going here.
(04:50):
Your website is leaking leads.
The hard truth.
Every day, families desperatelysearch are desperately searching
for care.
They land on your website andleave without contacting you.
That's true.
Referral partners visit yoursite.
Yes, they do.
Those social workers, thosedirectors of nursing.
You gotta know they're gonnalook at your website at some
(05:10):
point.
Referral partners visit yoursite and choose your competitor
instead.
Your beautiful website isactually costing you business.
Most home care websites werebuilt to look good, not to
convert visitors into clients.
In 2026, that's a luxury youcan't afford.
It's actually one you haven'tbeen able to afford in the last
several years, but here we are.
So I put a my okay, so we let AIcreate these fixtures.
(05:36):
Look at that terrible look onthis woman's face.
This is not a real picture.
SPEAKER_00 (05:42):
She's so confused there.
SPEAKER_01 (05:44):
She's so trying to start it all up.
She looked at your website andshe was like, Whoa, this sucks.
I'm kidding, I don't know.
Anyway it's great what AIactually comes up with.
On the left-hand side of yourscreen, or whatever, the blue is
a website that we just createdthat is not leaking leads.
And it's so happy.
(06:04):
And I love the look of thiswebsite.
So I used it and I just talkedto the owner on the phone.
So I love them even more.
But the look at this happycaregiver with her dog, or not
happy caregiver, happy seniorwith her dog.
I love this.
Keep that in mind as you'relooking at your own website,
happiness trumps caregiverhelping senior.
(06:25):
We still do that a lot, but thiswebsite is not leaking leads.
So let's keep going and seewhat's going on.
How families really find care.
You guys know this better than Ido.
It's always in a crisis,usually.
90% of the time it's going to bea crisis.
Some people plan ahead, mostpeople are doing this in crisis.
(06:46):
So family realizes they needhelp after a fall, a
hospitalization, or a gradualdecline.
Emotions are high, time isshort, and they're overwhelmed
by options.
They're either sitting in thehospital learning that discharge
is today, or they are at homethinking, what in the world are
we going to do?
Mom fell and we don't feelcomfortable with her being home
(07:08):
alone.
And it's always an emergency.
Mobile first search.
They try on their phones whilethey're at the hospital in the
car or late at night.
Your website needs to workflawlessly on mobile or you're
going to be eliminatedimmediately.
That is no doubt.
No doubt.
Build your website for mobilefirst search.
(07:28):
Google's told us in 2018 it'sall about mobile people.
If you're not building formobile, you're going to be left
in the dust.
So if you're wondering why yourwebsite's not showing up on a
Google search on the first page,second page, or any page, maybe
it's showing up way, way faraway.
It could be because it's tooslow to load on mobile.
(07:50):
Quick credibility check.
You spend 12 seconds scanningfor trust signals, reviews,
certifications, scarecuraphotos, and clear pricing
information.
No second chances.
Now I know for a fact that youguys are not probably going to
put pricing information on yourwebsite because that would be
the joy of every competitor thatyou have.
(08:10):
However, having a littleexplanation on how they can get
pricing, which means a phonecall usually, is a great idea.
So you have less than a secondfor your site to load, maybe one
second for your site to load.
And then once that's loaded,bing, bang, boom, you need to
(08:31):
make sure that you have yourphone number and easy
information right at the top.
12 seconds is probably even toolong.
Contact decision.
If you pass the credibilitytest, they need an easy way to
reach you immediately.
Forms, phone numbers, and chatoptions must be optional and
must be obvious and functional,not optional.
(08:53):
If you look at any of thewebsites we create, you will see
that immediately.
Phone numbers at the top,sometimes more than one,
depending on how many officesthey have.
You will see a contact us rightat the top, and you will see a
chat open up on mobile and ondesktop.
So super important.
Those things, those interactiveabilities need to be there,
(09:15):
especially on mobile.
You guys doing okay?
Any questions?
That's okay.
Referral partners are evaluatingyou online.
You better believe it.
I've been a discharge planner inmy nursing life, and I was it
was a long time ago.
So websites weren't even as muchof a thing, but you better
(09:37):
believe I was going to look themup online before I referred.
If your website looks likedoo-doo or it looks like cousin
Eddie made it in 2002, thenthere's no way.
You're you're not supposed tojudge a book by its cover.
Guess what?
Every day, all day, you're beingjudged by the look of your
website.
(09:58):
Hospital discharge planners,social workers, and care
coordinators research agenciesonline before making referrals.
I don't know how much researchthey actually have time to do,
but I will tell you that theywill go and look at your website
at some point.
So it needs to look nice in thatmoment when they decide to look
at your website.
They're looking forprofessionalism, reliability,
and evidence that you can handletheir clients.
(10:21):
They're checking for aprofessional website, even if
they don't really know this.
They want to make sure yourwebsite looks professional.
It's up to date, clear servicedescriptions, staff credentials,
training information,testimonials come up over and
over again.
You should really have sometestimonials on the homepage of
your website.
It doesn't have to be right atthe top, but it needs to be very
(10:44):
close to the top of yourhomepage.
You can have a whole page oftestimonials somewhere, but you
need to definitely have a fewright at the top.
Easy referral process andcontact methods.
There should be no doubt howthey can hit the button and
contact you.
You can see on this website, getstarted, our locations, phone
(11:05):
number, contact us, careers,it's all right there.
And if you were to squish thiswebsite together like a phone
version, then you could youwould see exactly that.
Get started, phone number,locations, the web chat.
You can see the chat down hereon the right.
All of that still stays there,it just is in a little bit
different format.
(11:25):
An amateur website signals whatdoes it say?
A amateur, that's crazy.
An amateur website signalsamateur care.
In 2026, your website is yourprofessional reputation.
That's so true.
Not only that, but your LinkedInprofile is also your
professional reputation.
Not on this list for thiswebinar, but clean it up.
(11:47):
LinkedIn is so important for youguys professionally.
Please go in and make itbeautiful.
So don't have an amateurwebsite.
Take that when you own abusiness and you're running a
business, you have you shouldhave a set amount of marketing
dollars to spend on digitalmarketing.
And of course, most importantly,your in-person sales and
(12:09):
networking stuff.
But that piece that you have setaside cannot be a website
tonight,$99.
I'll do it myself and put alittle form on it, and a couple
of stock photos that have beenused thousands of times and let
it go.
It needs to be something you'vethought about.
Your messaging is correct.
Look at what this says on thishomepage where trusted care
(12:32):
meets comfort, meets a comfortof home back by 20 years of
experience.
And that is no joke.
If you read the rest of it,those words were carefully
thought and carefully consideredby the home care agency owners
and leadership.
All right.
So let's talk a little bit aboutAI.
(12:56):
AI search engines are changingeverything.
I bet everybody on this call hasprobably used Chat GPT or Google
AI, or even if you didn't intendto, I bet you Google has
answered your question in an AIlike search piece at the very
top of the page.
I know on mobile you can gostraight to AI, I think on
(13:17):
desktop too now.
You can go straight to AI mode,which means you can just type in
what you're looking for.
It'll give you what you want,it'll talk to you about not talk
to you.
You can chat back and forth withit and get whatever you need.
So AI is definitely going to bemake the search engines behave
differently.
It already has, and it's onlygoing to get more intense as
(13:38):
time goes on.
Families will ask, what's thebest home care agency near me?
And your website content needsto answer that question, or you
will not be in website, you willnot be in the AI search.
So I know some of you have foundus through AI.
And what I hear is thatsometimes people will type in
(13:59):
home care sales training orsales training for home care
agencies.
And when they do that, AI bringsup several options.
It talks about us in there.
I don't know if it's every time,every day, everywhere, but it
does definitely contribute tohow people have found us.
I know Annette has heard thatquite a bit.
And in that you've heard peoplesay that they found us in AI
(14:20):
search, right?
SPEAKER_02 (14:21):
Yes, I love it.
SPEAKER_01 (14:23):
I know it's so cool.
And I think that we what we needto know is if somebody really is
using Google to search, theymight type in home care near me.
But most of our if in thehistory of running this
business, we have looked atthousands and thousands of
search queries that have comethrough and what has led to
(14:47):
someone going to a website andactually taking an action.
And it's not just the word homecare, it is a thousand different
things.
People don't know what to typein because they're not in this
business.
They don't use the word homecare all the time.
Sometimes they'll say somethinglike a sitter for my elderly
(15:08):
mother, a sitter service forseniors.
They'll use all kinds of weirdanalogies or things that
describe what they're lookingfor.
So it's not just the words homecare.
And often, even if they'relooking for non-medical home
care, as you all know, theyconfuse that and they type in
home health care because theydon't know that means medical
and they don't know all that.
(15:29):
They don't care, frankly.
So they're looking for, they'retyping in more than what you
think to search for care.
And that's when AI comes in.
So if we look at all thedifferent questions that people
ask, people also ask is onGoogle, and we put that kind of
content on your website, then AIsearch will pick it up and
(15:52):
you'll be part of the answer.
You want to be part of theanswer in your local area.
Okay, so let's talk about voicesearch optimum optimization.
And I'm not gonna say her nameout loud because I'm all apples
in here, and she'll answer us.
Hey, blah blah, find home carefor home.
I don't know if S-I-R-I isactually capable of doing that.
(16:15):
They'll probably give you a fewanswers.
You it would be interesting totest that, but I will tell you
that not only Amazon'sA-L-E-X-A, I also have her
sitting over here.
All of them have evolved andthey will give you some weird
answers and some good answers.
I think they work better forpizza and restaurants and
(16:39):
plumbers, but it's all comingfor home care.
Featured snippets.
Google's answer boxes are primereal estate.
That's true.
I just talked about people alsoask.
If you look on a search page ofGoogle, there'll be a section
there that say people also ask.
And the number one question thatpeople ask typically is how much
(17:00):
does home care cost?
You need to answer that questionon your website somewhere.
And you don't have to give themthe exact hourly rate because
let's be real, you don't knowwhat the exact hourly rate is
going to be because you haven'ttalked to them yet.
Maybe you do have a set hourlyrate, but in some cases, people
need more than others.
They're a higher acuity, theyare a couple instead of a just
(17:24):
one person.
So the hourly rate is variable.
And most people don't want toput that on their website
because there's no way to knowuntil you talk to somebody and
do an assessment.
But you can answer the questionwith those kinds of answers.
You don't have to give theactual hourly rate.
You can say it depends on thisand this.
(17:45):
Call us and we can give you amore specific answer.
So agencies that optimize for AIsearch will dominate local
markets.
We can't get away from it.
It's not going away, it's alwaysgoing to be here.
It's going to get better andbetter all the time.
So please know that the contenton your website is important.
And it's also important thatit's fresh content.
(18:06):
AI prefers fresh content overold, two-year-old, stale, yucky
content that is completelyoutdated.
Okay, the anatomy of a home carehomepage that converts.
Let me pull back up.
I can't do that here.
We just looked at what's on yourscreen is obviously AI, and it
(18:28):
didn't do a very good job.
That's so weird.
Anyway, hero section that thatconnects.
Lead with emotion and outcome.
Helping my mom stay, helping momstay home safely beats
professional home care services.
That's true.
Included clear call to actionbutton and phone number above
the line.
So I'll just hit escape out ofthis presentation.
(18:48):
So we let's just go back.
All right.
So trusted care meets a comfortof home.
Definitely not a stodgystatement.
This is one that this could beyour mom.
She doesn't look like she needscare there, but she definitely
looks happy and she's got herlittle dog and she wants to stay
in her home.
(19:08):
So this is the kind of heroimage.
Hero section means the topsection of your website.
That's what you're looking for.
All right.
Trust signals front and clear.
Display your best Googlereviews.
Yes, licensing information.
More and more states arerequiring that your license
number is on all of yourmarketing materials.
(19:30):
This is not for every state, butFlorida, Connecticut,
California, I don't know, maybeNew York.
A lot of them are requiring thatyou have that license on your
marketing materials, includingyour website.
So it doesn't have to be rightat the top, but it needs to be
somewhere on the page and onevery page.
So we put it in the footer.
Years in business is veryhelpful.
(19:51):
If you've been in business for20 years, tell everyone you've
been in business for 20 years.
Photos of real caregivers.
Now, with names and credentials,I don't know if that's
necessary.
You could just use initials.
Some people do not want theirfull name on the web, and I
totally agree.
Plus, what if the caregiverquits?
What are you gonna do?
So caregiver credentials isfine, maybe initials or first
(20:16):
name only, something like that.
Service preview with benefits.
Don't just list services,explain the outcome.
So personal care becomesmaintaining dignity and
independence with compassionatepersonal care.
That's a lot, but yes, you candefinitely use titles like that.
Some people don't know whatpersonal care is.
In fact, I would imagine that ifyou asked every one of us on
(20:38):
this call, we would define itdifferently.
For me, as a registered nursewho grew up knowing exactly what
personal care is, I can tell youit's bathing, grooming,
dressing, transferring, feeding.
I list you the six ADLsactivities of daily living that
covers.
But other people will throw inmedication reminders, light meal
(21:00):
preparation, and all kinds ofother stuff.
So just explain what you mean bypersonal care.
Multiple contact options.
Yes, we talked about thisalready.
Phone, form, buttons, a chat.
Do it all.
Have the phone number clickable,clickable from your website, not
a static phone number.
It has to be clickable.
All right.
(21:21):
Let's stop me, ladies, ifthere's any questions or
anybody's hollering at me.
Not yet.
Not yet.
You're good.
All right.
Service pages.
This is your SEO Gold 9.
Yes, ma'am.
So in the past, we saw andbuilt, in fact, in the last not
recently, but in the years past,we put a website together and
(21:43):
there was one page that listedall the services.
And you might find that's howyour website is.
There's like a bulleted list ofcompanion care, personal care,
hospital home transition,dementia home care, Alzheimer's
care, it's just a bulleted list,and that is done.
You will never ever rank in amillion gazillion years if
that's all you're doing.
(22:04):
Every single service needs arobust page.
It should be comprehensive, itshould have resources, it should
answer questions.
So if you looked at a website wecreated recently, you would see
every service page at the bottomhas frequently asked questions
that refer to that service.
So if it's a dementia home carepage, it talks about the
(22:24):
frequently asked questions aboutdementia home care at the
bottom.
And so you're trying to be veryhelpful.
Not only does your consumerappreciate that, but also your
AI and your SEO and your searchengines all appreciate that.
Detailed service descriptionswith outcomes.
We still are talking aboutpricing transparency, again,
(22:46):
without the hourly rateinsurance that you take, if you
take any, most don't, if they'renon-medical.
But you can talk about long-termcare insurance, private pay.
If you do, if you're part of theCCN network through the VA, aid
in attendance.
You can talk about all thosethings.
Caregiver qualifications forthat service.
Do your caregivers get moretraining for Alzheimer's and
(23:08):
dementia care?
Talk about it.
Client success stories andtestimonials, put them on there.
You can change all the names,change the story a little bit,
but let people know what anexample of a success is.
The frequently asked questionsand next steps.
What do I need to do if I readthis page?
What do I need to do to getstarted?
Or to talk to somebody?
(23:29):
That should be all throughoutthat page.
So service pages are a big deal.
We're talking about at least athousand words, if not 2,000,
depending on the service.
All right.
Speaking the language of AIsearch.
Look at all this crazy stuffover here.
Question-based content,structured content around actual
(23:51):
questions family ask.
How do I know if mom needs homecare?
Perfect.
That is a perfect blog post.
What's the difference betweencompanion care and personal
care?
Perfect.
How much does 24-hour care cost?
Yes.
Without it.
Yes.
You should be answering allthose questions in blog posts,
on pages, conversationalkeywords, optimized for natural
(24:12):
language, home care agenciesnear me that accept insurance
instead of home care insurance.
Think about how people talk toAI assistants.
They're going to be talking tothem just like they would type
it in.
How much does home care cost inSacramento, California?
SPEAKER_03 (24:27):
All right, Annette.
Sorry to interrupt you.
This is Sam.
You're throwing a lot of goodcontent at us.
And I can't help but be inwonder, right?
Is it possible to schedule timewith you at some point to do a
quick audit of our website tosee if it's consistent with
(24:48):
these best practices?
If it's all up to date, please.
SPEAKER_01 (24:52):
Yes, there is an AI audit option on our main website
at asnhomecare marketing.com.
You can fill that out, or youcan go to support and fill and
submit a request for an AIaudit.
SPEAKER_03 (25:06):
Okay.
SPEAKER_00 (25:07):
I'm putting the link in the chat for you, asnhomecare
marketing.com.
SPEAKER_03 (25:12):
Oh, thank you.
Thank you.
And now that we're also we'vebeen credentialed by Medicare,
Medicare will now provideskilled nursing service and all
of that and have commercialpeers.
I just want to be sure that it'sstill consistent with
everything.
SPEAKER_01 (25:29):
Okay, yeah.
You have a website if we'vecreated it and it needs to be
updated.
SPEAKER_03 (25:34):
Yes, you guys created our website.
Yeah.
SPEAKER_00 (25:36):
Who is this?
Is this Sam who?
Sam.
SPEAKER_03 (25:38):
This is Sam Sibu with Family First Healthcare
Services.
SPEAKER_00 (25:42):
Yeah, I thought so.
SPEAKER_03 (25:44):
Yeah.
SPEAKER_01 (25:45):
Yeah.
You can definitely have workdone on your website and consult
with us on what that would costto add more content or add
things or whatever it is thatyou might need.
Absolutely.
All right.
SPEAKER_03 (25:59):
Sounds good.
SPEAKER_01 (26:00):
Back to the presentation here.
Let's see, local context.
AI needs geographic context.
So it's context.
So if you look at any of thewebsites that we've built,
you'll notice that we talk aboutthe local area a lot, the towns
that you service, the countiesthat you service.
Towns are way more importantthan counties.
Even if you think the county isimportant, that's not how people
(26:22):
search for care.
They want to know about homecare in Manchester, Missouri.
They don't care about home carein St.
Louis County, Missouri, becauseSt.
Louis County is gigantic.
They want to know in theirlittle town, in their little
spec of the world, if youprovide home care there.
So towns always trump counties.
You can list all of it, but ifyou're going to talk about it,
(26:44):
you want to definitely talkabout the towns that you
service.
And you may have 500 towns, butyou just pick the big ones that
you really like.
So this one says servingfamilies in Westfield Summit and
surrounding Union Countycommunities.
That looks perfect.
And you can list many townsthere.
And we do that on every website.
All right, lead capture toolsthat actually work.
(27:06):
So a care assessment scheduleris the first thing on this list.
And I don't know, I we have hadclients ask us to put a calendar
on their website so people couldschedule their own assessment or
their own conversation.
And I can't say that actuallyworks very well.
People don't know what theyneed, and they don't know if
(27:28):
they need an assessment in theirhouse.
They don't even know what anassessment is.
So a care assessment phone callwould be good.
And not to let make themschedule it, but to fill out the
form to allow you to call themand schedule that or email them
back or whatever.
Valuable content offers.
And we're starting to, we'vealways loved this, but and we
(27:50):
sometimes we do it by pop-up,sometimes by a button, home
safety checklist, questions toask any home care agency in
exchange for contactinformation.
I'll tell you that really workswell, especially if you want to
try something like Facebook ads.
It is not an instant leadgenerator.
I will tell you that's not howit works.
But if you wanted to increasethe number of people who are
(28:13):
receiving your newsletter everymonth, increase the number of
people who are in your emaildrip campaign, which you should
have set up.
If you wanted to do that, thenyou could set up these kinds of
things on your website or onyour say fill out a form and
bam, they're emailed thatquestions to ask or that safety
checklist.
And I don't even know thatsafety checklists are really
(28:34):
that good of a giveaway.
It's really more about thethings you should know before
you start.
Those kinds of, I guess, PDFs orwhatever are way more important
to people.
Intelligent chat widgets.
So we have a couple of differentwidgets that we've used.
One is an AI-powered chat, whichtakes some time.
(28:55):
These are not magical, as youcan see by my pictures.
AI is not that magical yet.
But you can have AI-powered chatthat will answer basic
questions.
The important piece of that isthat you test it before you put
it on your website and make sureit's answering questions right.
And you should be able to testit without it being on your
(29:18):
website and make sure it'slearning from the right place.
So when we have a client requestAI-powered chat, we usually
create a document.
And that document is the onlyplace that AI-powered chat can
get answers.
So it learns off that document.
We can add to the document, wecan take stuff off, we can
(29:38):
change it, but it has to learnfrom that document.
The problem with turning itloose on saying you can answer
by learning my website or thepages on my site is that there's
some words or some content orsomething on your website that
maybe people can't even seeanymore.
And it picks that up and itgives some wild, crazy answer
(29:58):
from 2002.
So we usually use a document forthat.
And that does work pretty well.
But you have to know that ifsomebody is really having a
conversation with AI, thereneeds to be a person not
watching it, but available tocall that person back when
they're done having thatconversation.
You need to be able to respondquickly.
(30:19):
We also have the chat widgets onour sites that are not AI.
They are you put in yourinformation, you put in your
question, and you hit send, andthat directly goes to our the
home care agency owner,marketer, whoever's in the
office person, whoever is needsto answer that, it goes to them
instantly.
And that way they can call youright back.
(30:41):
Click to call buttons.
Every website should have thephone number clickable or a
button that says click to callnow.
And on the desktop, it doesn'twork very well unless you have
something else set up to callout from your desktop.
But on the phone, it mattersvery much.
So be sure that your phonenumbers are clickable.
All right, the foundation ofconversion, reviews and
(31:04):
testimonials that matter.
Absolutely.
Absolutely.
If you are behind on reviews, Iused to, I'll still say this.
It's hard to get home carereviews sometimes.
Frankly, because somebody whocalls you right now and is super
happy, they love Mary theCaregiver.
And my mom loves Mary theCaregiver.
(31:26):
We're very happy.
Mary's awesome.
Tomorrow, when Mary is 10minutes late, I'm gonna be
pissed.
So catching somebody for areview is right now.
If I'm happy, say, hey, wouldyou mind?
I would love to get a reviewfrom you if you're happy right
(31:48):
now.
And send that review for them tothem while you're on the phone.
Now is the time to get that.
That's so tomorrow is going tobe a different story.
Two days from now, not gonna doit.
So please make sure you'regetting those reviews.
As soon as you know someone's inlove with the caregiver and they
are so happy, bam, it's time.
(32:10):
But yes, more Google reviews.
If you're in a place wherepeople love Yelp, not every I'm
not a big Yelp fan, but somepeople love Yelp.
Some parts of the country aremore into Yelp than others.
And that's okay.
Make sure you get some good Yelpreviews.
They do show up in AI searchresults, and they do show up in
Google search results.
(32:31):
So be sure to get Yelp andGoogle.
If you want to ignore Yelpcompletely, that's okay too.
Care.com, caring.com, those getpicked up in AI search results,
whichever I think it'scaring.com.
Most home care agencies mightuse.
Those are good places to getreviews as well.
And then just having some onyour website that aren't on
(32:52):
Google or anywhere else is okay.
People write emails, they sendcards, letters, those are okay
too.
Those work good.
All right.
Let me know if anybody has anyquestions.
Caregiver spotlights.
This is something we've talkedabout for 20 years with our
clients.
(33:13):
18 years.
Definitely need to havecaregiver of the month,
caregiver celebrations.
Birthdays are great.
Employment anniversaries aregreat, but the real deal is
recognizing a caregiver.
And I used to say this, and Idon't know how many people still
do it, because I know caregiversdon't come into the office all
(33:33):
the time.
Presenting them with a littlespring bouquet of flowers, not
expensive.
You can probably get them atWalgreens, and a gift card, and
that beautiful person is goingto stand there with that
beautiful bouquet of flowers.
There's no way they can't smile.
They're going to be overjoyedthat you recognize them as
caregiver of the week, themonth, the year, whatever it is.
(33:55):
Make sure you're recognizingthem and put it on your social
media and put it on your blogand put it everywhere.
Make sure it's highlighted onyour people want to know that
you're treating your caregiverswell.
So when you do that and you showthem that you love your
caregivers and your clients,that is definitely going to go
over really well.
(34:16):
So the more pictures ofcaregivers in action, caregivers
being celebrated, the better.
Absolutely.
Okay, data-driven trustbuilding.
Generic claims about qualitycare mean nothing.
Families want proof that youdeliver results.
Share specific outcomes whilerespecting privacy.
If you do your own clientsatisfaction surveys, which you
(34:37):
can certainly do, we have asystem that'll let you send out
surveys to current clients orfamily members, see what it
comes back with.
There are companies out therethat will do this for you.
You can hire someone to send outsurveys, to make phone calls.
And we see that all the time.
So if there is something you cando to get some client
(34:58):
satisfaction surveys done, ormake sure that even a caregiver
satisfaction and caregiverretention.
So all of that is possible.
It's just a matter of you takingthe time to really find out
what's going on and be okay withhaving some negative results.
There's always room to improve.
Hospital readmission prevention,that is something that you can
(35:20):
measure anytime, but you have toask the right questions.
If you're a non-medical homecare agency and you know that
you just started services forWanda, and Wanda just got home
from the hospital and she hadpneumonia in the hospital and
she's a little weak and sheneeds some help getting around
the house, maybe she's got alittle dementia too.
(35:42):
You're if you can show mydoctor's office, my hospital, my
rehab, that you kept Wanda outof the hospital for 30 days,
then I love you.
So if the diagnosis waspneumonia and you were able to
send caregivers out to thehouse, make sure she was doing
her breathing treatments, makesure she was taking her medicine
(36:03):
and make sure that she waseating right, then and you keep
her out of the hospital, thenthat is wonderful.
Every time you can show casestudy where you kept Wanda out
of the hospital for whateverreason, that's something you
should be showing your referralsources.
The rehabs, rehab skilledfacilities, rehabs, hospitals,
(36:28):
doctors' offices all care aboutthat.
They get in trouble, they getdinged when somebody readmits
over and over again forpneumonia or congestive heart
failure or diabetes or anything.
So just make sure you know thediagnosis and keep track of how
long they stay out of thehospital and you're good.
(36:49):
All right.
30-day website sprint.
Here's your action plan.
Take an audit of your currentwebsite.
Have you installed GoogleAnalytics?
Do you know what's going on withyour website?
How many people come to it?
Look at existing testimonials,caregiver photos.
Have you done all that?
Is it an up-to-date website?
Does it look good to otherpeople?
(37:10):
Ask other people, how do youthink this looks?
Someone who's not your mom.
Ask somebody else.
Set up your Google BusinessProfile if you haven't.
If you haven't done that by now,oh my goodness, come on.
Content creation.
You need to make sure that allthe content, the static pages,
the blog posts, all relatetogether and they all connect to
(37:30):
one another and they all reallyhelp your SEO grow.
Trust elements, reviews, outcomedashboards, lead capture forms,
chat functionality, and makesure you look at your website on
your mobile phone.
If it's too slow to load foryou, it's too slow to load for
me as well.
We can test that.
We can see how fast yourwebsite's loading.
(37:53):
AI optimization.
Structure content for featuredsnippets.
Remember, people also ask isyour key to that.
Add conversational keywords,schema markup is the code behind
the scenes that you don't see.
We put all that in there, but alot of web developers, if they
don't do SEO, they don't knowabout that or they don't do it
because it's not part of theirservice.
(38:15):
Make sure all of that's added.
Okay.
Technical strategy.
Success in 2026 requires SEO andAI optimization.
Search engines are using AI tounderstand content while
families are using AI toresearch care options.
I already talked about some ofthis.
Frequently asked questions is areally good one.
(38:36):
There needs to be some schemamarkup, that code I just talked
about behind that page so thatAI can read it better.
If you have frequently askedquestions on the forward-facing,
on the consumer-facing side ofyour website, you also need to
have that code on there, aspecial code behind the scenes
that tells Google and other AIs,hey, these are frequently asked
(38:57):
questions.
Long form content answeringcomplex questions, voice search
optimization with naturallanguage, and local SEO with
neighborhood-specific content.
If you are at an event inManchester, Missouri, at a
nursing home in Manchester,Missouri, and you do a health
fair or you do some kind of funactivity with the residents
there, and you want to talkabout the nursing home in
(39:18):
Manchester, Missouri, where youwere the other day, and take
some pictures and add somecontent to your site that talks
about Manchester, Missouri.
That'll help tremendously.
All right, stop losing leads.
Start with mobile, make sureeverything works right on
mobile, add all those trustsignals, the reviews, the
caregiver photos, thecredentials, and optimize for
(39:41):
2026.
AI Search is here already, andyou're going to find that people
will find you from AI Search inthe next year or so more often
than from Google search.
And you're going to starthearing that more and more.
Your website is your 24-7 salesteam, your credibility
validator, and your competitiveadvantage.
So you want it to work as hardas you do.
(40:03):
The families in your communityneed you, so make sure they can
find you, trust you, and contactyou when it matters the most.
Oh, and that's it for me.
SPEAKER_00 (40:12):
Oh, my goodness.
All right.
Thank you.
Thank you.
SPEAKER_02 (40:16):
Thanks, Valerie.
Okay.
SPEAKER_00 (40:17):
Any questions or anything?
I don't see any questions afterthis weekend.
I'm just flying.
SPEAKER_02 (40:23):
Okay.
So we have the our salestraining dates.
We actually just added Novemberand December, but I still have
availability for the October16th and October 28th class, but
we have them booked through theend of the year.
If I know I have a lot of theclass members here at the
mastery today, but if you haveany interest in the sales
(40:44):
training, please reach out tome.
It works.
It's 12 weeks, once a week,being an hour.
We've had much success.
We tell you what to say, what todo, hold your hand through the
whole process, and we see a lotof successes.
Let us know if you'reinterested.
Yeah.
unknown (41:01):
Woohoo!
SPEAKER_01 (41:02):
Notice right.
Notice the rebrand.
Notice the rebrand.
You can tell.
SPEAKER_02 (41:08):
Taco CarePro.
You're a care pro.
SPEAKER_01 (41:14):
Go get more care pro.
SPEAKER_02 (41:16):
You're pro.
SPEAKER_01 (41:17):
And that's it.
That's the last slide.
SPEAKER_02 (41:19):
Okay.
SPEAKER_01 (41:20):
We made it.
Thanks, everybody.
SPEAKER_02 (41:23):
All right.
See y'all later.
SPEAKER_01 (41:24):
See you in two weeks.
Bye.
We can be going.
All right.
Do you want me to just go?
SPEAKER_02 (00:04):
Let's go.
Let's go.
All right.
SPEAKER_01 (00:06):
Here we go.
Here we go.
Reintroductions.
Most of us don't need anyintroduction.
We're missing Don Viala today,but she's on vacation.
So Annette, go ahead.
SPEAKER_02 (00:17):
Hello, everybody.
I know most of you.
My name's Annette Ziggler.
I have been with ASN over a yearand a half now.
Time flies when you're havingfun.
Teach the sales trainingclasses.
I love it.
I'm so glad you're here.
SPEAKER_00 (00:33):
Yeah.
Yeah.
I guess I'll go next.
I'm Lisa Marcella.
I have been here for almostthree years, which I was just
telling someone the other day.
Whoa.
Seemed like I just blinked.
But I love home care.
I've been in home care for areally long time.
I've worn every single hatimaginable.
And I like being on this side,watching your journey, helping
you guys through everything.
Hello and welcome.
SPEAKER_01 (00:53):
And I'm Valerie Van Bouven.
I'm a registered nurse and thefounder and co-owner of Approved
Senior Now.
These ladies are the experts insales training and home care
sales that are in person.
And they also know a lot aboutother things too.
But my nerdy self is into theonline marketing piece.
(01:14):
And that's where this wholecompany started.
So I'm going to do thepresentation today.
They let me talk once in awhile, and I'm going to talk to
you about your website.
Housekeeping, just mute yourline if you are, if you're not
talking, just go ahead and muteit because you never know when
(01:34):
somebody's going to say hi orstep in your office.
Or I always use the McDonald'sdrive-thru stories that we hear.
Anyway, so yeah, mute your line.
Share stories, experiences,tips.
We want to hear from you.
We want to know what questionsyou have.
We want to know what you want toknow about.
It might not be websites, but itmight be something else on your
(01:55):
mind that you want to knowabout.
And so please let one of theseladies know so they can put it
into one of our two times amonth meetings.
Okay, free giveaway.
Let's talk free giveaway.
One of you guys knows more aboutthat than I do.
SPEAKER_02 (02:08):
Annette, what are we giving away?
We are going to give awayDecember leave behinds because
it's almost the middle ofOctober.
We gave away November last time.
So I think we're going to giveDecember Leave Behinds.
So it gives you whoever wins achance to get everything
together.
If you are interested in beingincluded in the customized leave
(02:30):
behinds for December, in thechat box, put yes, and we will
put your name and a hat andwe're going to pick a winner.
And but you have to promise whenyou do the leave behinds, when
we make them for you, that yougo out and market with them and
send us pictures.
We want to see you out there.
I think we're actually evensharing somebody's October Leave
Behinds today.
(02:50):
Oh, yeah.
And we will let you know ifyou're a winner.
SPEAKER_00 (02:53):
Yeah.
Just put yes in the chat there.
I'm getting a lot of yeses, sowe're good.
All right.
SPEAKER_01 (03:00):
All right.
So on the agenda today, yourwebsite is leaking leads.
Totally.
I know it is.
2026 landscape, families,referral partners, and AI search
engine stuff, the anatomy of ahome care homepage that
converts, service pages, SEO,and AI search.
All this sounds reallycomplicated, but I'm going to
break it down for you.
Lead capture tools that actuallyget filled out.
(03:22):
Trust signals, reviews,caregiver spotlights, outcomes,
the 30-day sprint, what's yourcontent plan?
AIN SEO.
We get asked about the AI searchpart of this more and more from
you smart people out there.
So we're going to talk a littlebit about that today and QA.
And then we're going to gothrough October, November, and
December lead behinds so thatyou guys can plan ahead.
(03:45):
So we always try to do leadbehinds a few months in advance
so that you have time to orderstuff, get it all put together,
and go out and do somemarketing.
All right.
So from the title of this weekwas From Pretty to Profitable,
Fixing Your Home Care Website in2026.
So we're almost in the finalquarter of 2025.
(04:05):
So of course, we're lookingahead to 2026 and thinking about
websites.
So the recommendation is thatyou can transform your home care
website from a digital brochure,which actually, when I started
this business, everybody wasjust pretty much putting what
they had on a brochure online.
And that was it.
Websites were now they'reinteractive, they're lead
(04:29):
generating, and you want to gothat route.
It should your website shouldnot be a second thought.
It should be a piece of yourmarketing budget that
complements what you're doingout there in the field.
So everything you do in thefield should be reflected in the
website that you have.
So let's keep going here.
(04:50):
Your website is leaking leads.
The hard truth.
Every day, families desperatelysearch are desperately searching
for care.
They land on your website andleave without contacting you.
That's true.
Referral partners visit yoursite.
Yes, they do.
Those social workers, thosedirectors of nursing.
You gotta know they're gonnalook at your website at some
(05:10):
point.
Referral partners visit yoursite and choose your competitor
instead.
Your beautiful website isactually costing you business.
Most home care websites werebuilt to look good, not to
convert visitors into clients.
In 2026, that's a luxury youcan't afford.
It's actually one you haven'tbeen able to afford in the last
several years, but here we are.
So I put a my okay, so we let AIcreate these fixtures.
(05:36):
Look at that terrible look onthis woman's face.
This is not a real picture.
SPEAKER_00 (05:42):
She's so confused there.
SPEAKER_01 (05:44):
She's so trying to start it all up.
She looked at your website andshe was like, Whoa, this sucks.
I'm kidding, I don't know.
Anyway it's great what AIactually comes up with.
On the left-hand side of yourscreen, or whatever, the blue is
a website that we just createdthat is not leaking leads.
And it's so happy.
(06:04):
And I love the look of thiswebsite.
So I used it and I just talkedto the owner on the phone.
So I love them even more.
But the look at this happycaregiver with her dog, or not
happy caregiver, happy seniorwith her dog.
I love this.
Keep that in mind as you'relooking at your own website,
happiness trumps caregiverhelping senior.
(06:25):
We still do that a lot, but thiswebsite is not leaking leads.
So let's keep going and seewhat's going on.
How families really find care.
You guys know this better than Ido.
It's always in a crisis,usually.
90% of the time it's going to bea crisis.
Some people plan ahead, mostpeople are doing this in crisis.
(06:46):
So family realizes they needhelp after a fall, a
hospitalization, or a gradualdecline.
Emotions are high, time isshort, and they're overwhelmed
by options.
They're either sitting in thehospital learning that discharge
is today, or they are at homethinking, what in the world are
we going to do?
Mom fell and we don't feelcomfortable with her being home
(07:08):
alone.
And it's always an emergency.
Mobile first search.
They try on their phones whilethey're at the hospital in the
car or late at night.
Your website needs to workflawlessly on mobile or you're
going to be eliminatedimmediately.
That is no doubt.
No doubt.
Build your website for mobilefirst search.
(07:28):
Google's told us in 2018 it'sall about mobile people.
If you're not building formobile, you're going to be left
in the dust.
So if you're wondering why yourwebsite's not showing up on a
Google search on the first page,second page, or any page, maybe
it's showing up way, way faraway.
It could be because it's tooslow to load on mobile.
(07:50):
Quick credibility check.
You spend 12 seconds scanningfor trust signals, reviews,
certifications, scarecuraphotos, and clear pricing
information.
No second chances.
Now I know for a fact that youguys are not probably going to
put pricing information on yourwebsite because that would be
the joy of every competitor thatyou have.
(08:10):
However, having a littleexplanation on how they can get
pricing, which means a phonecall usually, is a great idea.
So you have less than a secondfor your site to load, maybe one
second for your site to load.
And then once that's loaded,bing, bang, boom, you need to
(08:31):
make sure that you have yourphone number and easy
information right at the top.
12 seconds is probably even toolong.
Contact decision.
If you pass the credibilitytest, they need an easy way to
reach you immediately.
Forms, phone numbers, and chatoptions must be optional and
must be obvious and functional,not optional.
(08:53):
If you look at any of thewebsites we create, you will see
that immediately.
Phone numbers at the top,sometimes more than one,
depending on how many officesthey have.
You will see a contact us rightat the top, and you will see a
chat open up on mobile and ondesktop.
So super important.
Those things, those interactiveabilities need to be there,
(09:15):
especially on mobile.
You guys doing okay?
Any questions?
That's okay.
Referral partners are evaluatingyou online.
You better believe it.
I've been a discharge planner inmy nursing life, and I was it
was a long time ago.
So websites weren't even as muchof a thing, but you better
(09:37):
believe I was going to look themup online before I referred.
If your website looks likedoo-doo or it looks like cousin
Eddie made it in 2002, thenthere's no way.
You're you're not supposed tojudge a book by its cover.
Guess what?
Every day, all day, you're beingjudged by the look of your
website.
(09:58):
Hospital discharge planners,social workers, and care
coordinators research agenciesonline before making referrals.
I don't know how much researchthey actually have time to do,
but I will tell you that theywill go and look at your website
at some point.
So it needs to look nice in thatmoment when they decide to look
at your website.
They're looking forprofessionalism, reliability,
and evidence that you can handletheir clients.
(10:21):
They're checking for aprofessional website, even if
they don't really know this.
They want to make sure yourwebsite looks professional.
It's up to date, clear servicedescriptions, staff credentials,
training information,testimonials come up over and
over again.
You should really have sometestimonials on the homepage of
your website.
It doesn't have to be right atthe top, but it needs to be very
(10:44):
close to the top of yourhomepage.
You can have a whole page oftestimonials somewhere, but you
need to definitely have a fewright at the top.
Easy referral process andcontact methods.
There should be no doubt howthey can hit the button and
contact you.
You can see on this website, getstarted, our locations, phone
(11:05):
number, contact us, careers,it's all right there.
And if you were to squish thiswebsite together like a phone
version, then you could youwould see exactly that.
Get started, phone number,locations, the web chat.
You can see the chat down hereon the right.
All of that still stays there,it just is in a little bit
different format.
(11:25):
An amateur website signals whatdoes it say?
A amateur, that's crazy.
An amateur website signalsamateur care.
In 2026, your website is yourprofessional reputation.
That's so true.
Not only that, but your LinkedInprofile is also your
professional reputation.
Not on this list for thiswebinar, but clean it up.
(11:47):
LinkedIn is so important for youguys professionally.
Please go in and make itbeautiful.
So don't have an amateurwebsite.
Take that when you own abusiness and you're running a
business, you have you shouldhave a set amount of marketing
dollars to spend on digitalmarketing.
And of course, most importantly,your in-person sales and
(12:09):
networking stuff.
But that piece that you have setaside cannot be a website
tonight,$99.
I'll do it myself and put alittle form on it, and a couple
of stock photos that have beenused thousands of times and let
it go.
It needs to be something you'vethought about.
Your messaging is correct.
Look at what this says on thishomepage where trusted care
(12:32):
meets comfort, meets a comfortof home back by 20 years of
experience.
And that is no joke.
If you read the rest of it,those words were carefully
thought and carefully consideredby the home care agency owners
and leadership.
All right.
So let's talk a little bit aboutAI.
(12:56):
AI search engines are changingeverything.
I bet everybody on this call hasprobably used Chat GPT or Google
AI, or even if you didn't intendto, I bet you Google has
answered your question in an AIlike search piece at the very
top of the page.
I know on mobile you can gostraight to AI, I think on
(13:17):
desktop too now.
You can go straight to AI mode,which means you can just type in
what you're looking for.
It'll give you what you want,it'll talk to you about not talk
to you.
You can chat back and forth withit and get whatever you need.
So AI is definitely going to bemake the search engines behave
differently.
It already has, and it's onlygoing to get more intense as
(13:38):
time goes on.
Families will ask, what's thebest home care agency near me?
And your website content needsto answer that question, or you
will not be in website, you willnot be in the AI search.
So I know some of you have foundus through AI.
And what I hear is thatsometimes people will type in
(13:59):
home care sales training orsales training for home care
agencies.
And when they do that, AI bringsup several options.
It talks about us in there.
I don't know if it's every time,every day, everywhere, but it
does definitely contribute tohow people have found us.
I know Annette has heard thatquite a bit.
And in that you've heard peoplesay that they found us in AI
(14:20):
search, right?
SPEAKER_02 (14:21):
Yes, I love it.
SPEAKER_01 (14:23):
I know it's so cool.
And I think that we what we needto know is if somebody really is
using Google to search, theymight type in home care near me.
But most of our if in thehistory of running this
business, we have looked atthousands and thousands of
search queries that have comethrough and what has led to
(14:47):
someone going to a website andactually taking an action.
And it's not just the word homecare, it is a thousand different
things.
People don't know what to typein because they're not in this
business.
They don't use the word homecare all the time.
Sometimes they'll say somethinglike a sitter for my elderly
(15:08):
mother, a sitter service forseniors.
They'll use all kinds of weirdanalogies or things that
describe what they're lookingfor.
So it's not just the words homecare.
And often, even if they'relooking for non-medical home
care, as you all know, theyconfuse that and they type in
home health care because theydon't know that means medical
and they don't know all that.
(15:29):
They don't care, frankly.
So they're looking for, they'retyping in more than what you
think to search for care.
And that's when AI comes in.
So if we look at all thedifferent questions that people
ask, people also ask is onGoogle, and we put that kind of
content on your website, then AIsearch will pick it up and
(15:52):
you'll be part of the answer.
You want to be part of theanswer in your local area.
Okay, so let's talk about voicesearch optimum optimization.
And I'm not gonna say her nameout loud because I'm all apples
in here, and she'll answer us.
Hey, blah blah, find home carefor home.
I don't know if S-I-R-I isactually capable of doing that.
(16:15):
They'll probably give you a fewanswers.
You it would be interesting totest that, but I will tell you
that not only Amazon'sA-L-E-X-A, I also have her
sitting over here.
All of them have evolved andthey will give you some weird
answers and some good answers.
I think they work better forpizza and restaurants and
(16:39):
plumbers, but it's all comingfor home care.
Featured snippets.
Google's answer boxes are primereal estate.
That's true.
I just talked about people alsoask.
If you look on a search page ofGoogle, there'll be a section
there that say people also ask.
And the number one question thatpeople ask typically is how much
(17:00):
does home care cost?
You need to answer that questionon your website somewhere.
And you don't have to give themthe exact hourly rate because
let's be real, you don't knowwhat the exact hourly rate is
going to be because you haven'ttalked to them yet.
Maybe you do have a set hourlyrate, but in some cases, people
need more than others.
They're a higher acuity, theyare a couple instead of a just
(17:24):
one person.
So the hourly rate is variable.
And most people don't want toput that on their website
because there's no way to knowuntil you talk to somebody and
do an assessment.
But you can answer the questionwith those kinds of answers.
You don't have to give theactual hourly rate.
You can say it depends on thisand this.
(17:45):
Call us and we can give you amore specific answer.
So agencies that optimize for AIsearch will dominate local
markets.
We can't get away from it.
It's not going away, it's alwaysgoing to be here.
It's going to get better andbetter all the time.
So please know that the contenton your website is important.
And it's also important thatit's fresh content.
(18:06):
AI prefers fresh content overold, two-year-old, stale, yucky
content that is completelyoutdated.
Okay, the anatomy of a home carehomepage that converts.
Let me pull back up.
I can't do that here.
We just looked at what's on yourscreen is obviously AI, and it
(18:28):
didn't do a very good job.
That's so weird.
Anyway, hero section that thatconnects.
Lead with emotion and outcome.
Helping my mom stay, helping momstay home safely beats
professional home care services.
That's true.
Included clear call to actionbutton and phone number above
the line.
So I'll just hit escape out ofthis presentation.
(18:48):
So we let's just go back.
All right.
So trusted care meets a comfortof home.
Definitely not a stodgystatement.
This is one that this could beyour mom.
She doesn't look like she needscare there, but she definitely
looks happy and she's got herlittle dog and she wants to stay
in her home.
(19:08):
So this is the kind of heroimage.
Hero section means the topsection of your website.
That's what you're looking for.
All right.
Trust signals front and clear.
Display your best Googlereviews.
Yes, licensing information.
More and more states arerequiring that your license
number is on all of yourmarketing materials.
(19:30):
This is not for every state, butFlorida, Connecticut,
California, I don't know, maybeNew York.
A lot of them are requiring thatyou have that license on your
marketing materials, includingyour website.
So it doesn't have to be rightat the top, but it needs to be
somewhere on the page and onevery page.
So we put it in the footer.
Years in business is veryhelpful.
(19:51):
If you've been in business for20 years, tell everyone you've
been in business for 20 years.
Photos of real caregivers.
Now, with names and credentials,I don't know if that's
necessary.
You could just use initials.
Some people do not want theirfull name on the web, and I
totally agree.
Plus, what if the caregiverquits?
What are you gonna do?
So caregiver credentials isfine, maybe initials or first
(20:16):
name only, something like that.
Service preview with benefits.
Don't just list services,explain the outcome.
So personal care becomesmaintaining dignity and
independence with compassionatepersonal care.
That's a lot, but yes, you candefinitely use titles like that.
Some people don't know whatpersonal care is.
In fact, I would imagine that ifyou asked every one of us on
(20:38):
this call, we would define itdifferently.
For me, as a registered nursewho grew up knowing exactly what
personal care is, I can tell youit's bathing, grooming,
dressing, transferring, feeding.
I list you the six ADLsactivities of daily living that
covers.
But other people will throw inmedication reminders, light meal
(21:00):
preparation, and all kinds ofother stuff.
So just explain what you mean bypersonal care.
Multiple contact options.
Yes, we talked about thisalready.
Phone, form, buttons, a chat.
Do it all.
Have the phone number clickable,clickable from your website, not
a static phone number.
It has to be clickable.
All right.
(21:21):
Let's stop me, ladies, ifthere's any questions or
anybody's hollering at me.
Not yet.
Not yet.
You're good.
All right.
Service pages.
This is your SEO Gold 9.
Yes, ma'am.
So in the past, we saw andbuilt, in fact, in the last not
recently, but in the years past,we put a website together and
(21:43):
there was one page that listedall the services.
And you might find that's howyour website is.
There's like a bulleted list ofcompanion care, personal care,
hospital home transition,dementia home care, Alzheimer's
care, it's just a bulleted list,and that is done.
You will never ever rank in amillion gazillion years if
that's all you're doing.
(22:04):
Every single service needs arobust page.
It should be comprehensive, itshould have resources, it should
answer questions.
So if you looked at a website wecreated recently, you would see
every service page at the bottomhas frequently asked questions
that refer to that service.
So if it's a dementia home carepage, it talks about the
(22:24):
frequently asked questions aboutdementia home care at the
bottom.
And so you're trying to be veryhelpful.
Not only does your consumerappreciate that, but also your
AI and your SEO and your searchengines all appreciate that.
Detailed service descriptionswith outcomes.
We still are talking aboutpricing transparency, again,
(22:46):
without the hourly rateinsurance that you take, if you
take any, most don't, if they'renon-medical.
But you can talk about long-termcare insurance, private pay.
If you do, if you're part of theCCN network through the VA, aid
in attendance.
You can talk about all thosethings.
Caregiver qualifications forthat service.
Do your caregivers get moretraining for Alzheimer's and
(23:08):
dementia care?
Talk about it.
Client success stories andtestimonials, put them on there.
You can change all the names,change the story a little bit,
but let people know what anexample of a success is.
The frequently asked questionsand next steps.
What do I need to do if I readthis page?
What do I need to do to getstarted?
Or to talk to somebody?
(23:29):
That should be all throughoutthat page.
So service pages are a big deal.
We're talking about at least athousand words, if not 2,000,
depending on the service.
All right.
Speaking the language of AIsearch.
Look at all this crazy stuffover here.
Question-based content,structured content around actual
(23:51):
questions family ask.
How do I know if mom needs homecare?
Perfect.
That is a perfect blog post.
What's the difference betweencompanion care and personal
care?
Perfect.
How much does 24-hour care cost?
Yes.
Without it.
Yes.
You should be answering allthose questions in blog posts,
on pages, conversationalkeywords, optimized for natural
(24:12):
language, home care agenciesnear me that accept insurance
instead of home care insurance.
Think about how people talk toAI assistants.
They're going to be talking tothem just like they would type
it in.
How much does home care cost inSacramento, California?
SPEAKER_03 (24:27):
All right, Annette.
Sorry to interrupt you.
This is Sam.
You're throwing a lot of goodcontent at us.
And I can't help but be inwonder, right?
Is it possible to schedule timewith you at some point to do a
quick audit of our website tosee if it's consistent with
(24:48):
these best practices?
If it's all up to date, please.
SPEAKER_01 (24:52):
Yes, there is an AI audit option on our main website
at asnhomecare marketing.com.
You can fill that out, or youcan go to support and fill and
submit a request for an AIaudit.
SPEAKER_03 (25:06):
Okay.
SPEAKER_00 (25:07):
I'm putting the link in the chat for you, asnhomecare
marketing.com.
SPEAKER_03 (25:12):
Oh, thank you.
Thank you.
And now that we're also we'vebeen credentialed by Medicare,
Medicare will now provideskilled nursing service and all
of that and have commercialpeers.
I just want to be sure that it'sstill consistent with
everything.
SPEAKER_01 (25:29):
Okay, yeah.
You have a website if we'vecreated it and it needs to be
updated.
SPEAKER_03 (25:34):
Yes, you guys created our website.
Yeah.
SPEAKER_00 (25:36):
Who is this?
Is this Sam who?
Sam.
SPEAKER_03 (25:38):
This is Sam Sibu with Family First Healthcare
Services.
SPEAKER_00 (25:42):
Yeah, I thought so.
SPEAKER_03 (25:44):
Yeah.
SPEAKER_01 (25:45):
Yeah.
You can definitely have workdone on your website and consult
with us on what that would costto add more content or add
things or whatever it is thatyou might need.
Absolutely.
All right.
SPEAKER_03 (25:59):
Sounds good.
SPEAKER_01 (26:00):
Back to the presentation here.
Let's see, local context.
AI needs geographic context.
So it's context.
So if you look at any of thewebsites that we've built,
you'll notice that we talk aboutthe local area a lot, the towns
that you service, the countiesthat you service.
Towns are way more importantthan counties.
Even if you think the county isimportant, that's not how people
(26:22):
search for care.
They want to know about homecare in Manchester, Missouri.
They don't care about home carein St.
Louis County, Missouri, becauseSt.
Louis County is gigantic.
They want to know in theirlittle town, in their little
spec of the world, if youprovide home care there.
So towns always trump counties.
You can list all of it, but ifyou're going to talk about it,
(26:44):
you want to definitely talkabout the towns that you
service.
And you may have 500 towns, butyou just pick the big ones that
you really like.
So this one says servingfamilies in Westfield Summit and
surrounding Union Countycommunities.
That looks perfect.
And you can list many townsthere.
And we do that on every website.
All right, lead capture toolsthat actually work.
(27:06):
So a care assessment scheduleris the first thing on this list.
And I don't know, I we have hadclients ask us to put a calendar
on their website so people couldschedule their own assessment or
their own conversation.
And I can't say that actuallyworks very well.
People don't know what theyneed, and they don't know if
(27:28):
they need an assessment in theirhouse.
They don't even know what anassessment is.
So a care assessment phone callwould be good.
And not to let make themschedule it, but to fill out the
form to allow you to call themand schedule that or email them
back or whatever.
Valuable content offers.
And we're starting to, we'vealways loved this, but and we
(27:50):
sometimes we do it by pop-up,sometimes by a button, home
safety checklist, questions toask any home care agency in
exchange for contactinformation.
I'll tell you that really workswell, especially if you want to
try something like Facebook ads.
It is not an instant leadgenerator.
I will tell you that's not howit works.
But if you wanted to increasethe number of people who are
(28:13):
receiving your newsletter everymonth, increase the number of
people who are in your emaildrip campaign, which you should
have set up.
If you wanted to do that, thenyou could set up these kinds of
things on your website or onyour say fill out a form and
bam, they're emailed thatquestions to ask or that safety
checklist.
And I don't even know thatsafety checklists are really
(28:34):
that good of a giveaway.
It's really more about thethings you should know before
you start.
Those kinds of, I guess, PDFs orwhatever are way more important
to people.
Intelligent chat widgets.
So we have a couple of differentwidgets that we've used.
One is an AI-powered chat, whichtakes some time.
(28:55):
These are not magical, as youcan see by my pictures.
AI is not that magical yet.
But you can have AI-powered chatthat will answer basic
questions.
The important piece of that isthat you test it before you put
it on your website and make sureit's answering questions right.
And you should be able to testit without it being on your
(29:18):
website and make sure it'slearning from the right place.
So when we have a client requestAI-powered chat, we usually
create a document.
And that document is the onlyplace that AI-powered chat can
get answers.
So it learns off that document.
We can add to the document, wecan take stuff off, we can
(29:38):
change it, but it has to learnfrom that document.
The problem with turning itloose on saying you can answer
by learning my website or thepages on my site is that there's
some words or some content orsomething on your website that
maybe people can't even seeanymore.
And it picks that up and itgives some wild, crazy answer
(29:58):
from 2002.
So we usually use a document forthat.
And that does work pretty well.
But you have to know that ifsomebody is really having a
conversation with AI, thereneeds to be a person not
watching it, but available tocall that person back when
they're done having thatconversation.
You need to be able to respondquickly.
(30:19):
We also have the chat widgets onour sites that are not AI.
They are you put in yourinformation, you put in your
question, and you hit send, andthat directly goes to our the
home care agency owner,marketer, whoever's in the
office person, whoever is needsto answer that, it goes to them
instantly.
And that way they can call youright back.
(30:41):
Click to call buttons.
Every website should have thephone number clickable or a
button that says click to callnow.
And on the desktop, it doesn'twork very well unless you have
something else set up to callout from your desktop.
But on the phone, it mattersvery much.
So be sure that your phonenumbers are clickable.
All right, the foundation ofconversion, reviews and
(31:04):
testimonials that matter.
Absolutely.
Absolutely.
If you are behind on reviews, Iused to, I'll still say this.
It's hard to get home carereviews sometimes.
Frankly, because somebody whocalls you right now and is super
happy, they love Mary theCaregiver.
And my mom loves Mary theCaregiver.
(31:26):
We're very happy.
Mary's awesome.
Tomorrow, when Mary is 10minutes late, I'm gonna be
pissed.
So catching somebody for areview is right now.
If I'm happy, say, hey, wouldyou mind?
I would love to get a reviewfrom you if you're happy right
(31:48):
now.
And send that review for them tothem while you're on the phone.
Now is the time to get that.
That's so tomorrow is going tobe a different story.
Two days from now, not gonna doit.
So please make sure you'regetting those reviews.
As soon as you know someone's inlove with the caregiver and they
are so happy, bam, it's time.
(32:10):
But yes, more Google reviews.
If you're in a place wherepeople love Yelp, not every I'm
not a big Yelp fan, but somepeople love Yelp.
Some parts of the country aremore into Yelp than others.
And that's okay.
Make sure you get some good Yelpreviews.
They do show up in AI searchresults, and they do show up in
Google search results.
(32:31):
So be sure to get Yelp andGoogle.
If you want to ignore Yelpcompletely, that's okay too.
Care.com, caring.com, those getpicked up in AI search results,
whichever I think it'scaring.com.
Most home care agencies mightuse.
Those are good places to getreviews as well.
And then just having some onyour website that aren't on
(32:52):
Google or anywhere else is okay.
People write emails, they sendcards, letters, those are okay
too.
Those work good.
All right.
Let me know if anybody has anyquestions.
Caregiver spotlights.
This is something we've talkedabout for 20 years with our
clients.
(33:13):
18 years.
Definitely need to havecaregiver of the month,
caregiver celebrations.
Birthdays are great.
Employment anniversaries aregreat, but the real deal is
recognizing a caregiver.
And I used to say this, and Idon't know how many people still
do it, because I know caregiversdon't come into the office all
(33:33):
the time.
Presenting them with a littlespring bouquet of flowers, not
expensive.
You can probably get them atWalgreens, and a gift card, and
that beautiful person is goingto stand there with that
beautiful bouquet of flowers.
There's no way they can't smile.
They're going to be overjoyedthat you recognize them as
caregiver of the week, themonth, the year, whatever it is.
(33:55):
Make sure you're recognizingthem and put it on your social
media and put it on your blogand put it everywhere.
Make sure it's highlighted onyour people want to know that
you're treating your caregiverswell.
So when you do that and you showthem that you love your
caregivers and your clients,that is definitely going to go
over really well.
(34:16):
So the more pictures ofcaregivers in action, caregivers
being celebrated, the better.
Absolutely.
Okay, data-driven trustbuilding.
Generic claims about qualitycare mean nothing.
Families want proof that youdeliver results.
Share specific outcomes whilerespecting privacy.
If you do your own clientsatisfaction surveys, which you
(34:37):
can certainly do, we have asystem that'll let you send out
surveys to current clients orfamily members, see what it
comes back with.
There are companies out therethat will do this for you.
You can hire someone to send outsurveys, to make phone calls.
And we see that all the time.
So if there is something you cando to get some client
(34:58):
satisfaction surveys done, ormake sure that even a caregiver
satisfaction and caregiverretention.
So all of that is possible.
It's just a matter of you takingthe time to really find out
what's going on and be okay withhaving some negative results.
There's always room to improve.
Hospital readmission prevention,that is something that you can
(35:20):
measure anytime, but you have toask the right questions.
If you're a non-medical homecare agency and you know that
you just started services forWanda, and Wanda just got home
from the hospital and she hadpneumonia in the hospital and
she's a little weak and sheneeds some help getting around
the house, maybe she's got alittle dementia too.
(35:42):
You're if you can show mydoctor's office, my hospital, my
rehab, that you kept Wanda outof the hospital for 30 days,
then I love you.
So if the diagnosis waspneumonia and you were able to
send caregivers out to thehouse, make sure she was doing
her breathing treatments, makesure she was taking her medicine
(36:03):
and make sure that she waseating right, then and you keep
her out of the hospital, thenthat is wonderful.
Every time you can show casestudy where you kept Wanda out
of the hospital for whateverreason, that's something you
should be showing your referralsources.
The rehabs, rehab skilledfacilities, rehabs, hospitals,
(36:28):
doctors' offices all care aboutthat.
They get in trouble, they getdinged when somebody readmits
over and over again forpneumonia or congestive heart
failure or diabetes or anything.
So just make sure you know thediagnosis and keep track of how
long they stay out of thehospital and you're good.
(36:49):
All right.
30-day website sprint.
Here's your action plan.
Take an audit of your currentwebsite.
Have you installed GoogleAnalytics?
Do you know what's going on withyour website?
How many people come to it?
Look at existing testimonials,caregiver photos.
Have you done all that?
Is it an up-to-date website?
Does it look good to otherpeople?
(37:10):
Ask other people, how do youthink this looks?
Someone who's not your mom.
Ask somebody else.
Set up your Google BusinessProfile if you haven't.
If you haven't done that by now,oh my goodness, come on.
Content creation.
You need to make sure that allthe content, the static pages,
the blog posts, all relatetogether and they all connect to
(37:30):
one another and they all reallyhelp your SEO grow.
Trust elements, reviews, outcomedashboards, lead capture forms,
chat functionality, and makesure you look at your website on
your mobile phone.
If it's too slow to load foryou, it's too slow to load for
me as well.
We can test that.
We can see how fast yourwebsite's loading.
(37:53):
AI optimization.
Structure content for featuredsnippets.
Remember, people also ask isyour key to that.
Add conversational keywords,schema markup is the code behind
the scenes that you don't see.
We put all that in there, but alot of web developers, if they
don't do SEO, they don't knowabout that or they don't do it
because it's not part of theirservice.
(38:15):
Make sure all of that's added.
Okay.
Technical strategy.
Success in 2026 requires SEO andAI optimization.
Search engines are using AI tounderstand content while
families are using AI toresearch care options.
I already talked about some ofthis.
Frequently asked questions is areally good one.
(38:36):
There needs to be some schemamarkup, that code I just talked
about behind that page so thatAI can read it better.
If you have frequently askedquestions on the forward-facing,
on the consumer-facing side ofyour website, you also need to
have that code on there, aspecial code behind the scenes
that tells Google and other AIs,hey, these are frequently asked
(38:57):
questions.
Long form content answeringcomplex questions, voice search
optimization with naturallanguage, and local SEO with
neighborhood-specific content.
If you are at an event inManchester, Missouri, at a
nursing home in Manchester,Missouri, and you do a health
fair or you do some kind of funactivity with the residents
there, and you want to talkabout the nursing home in
(39:18):
Manchester, Missouri, where youwere the other day, and take
some pictures and add somecontent to your site that talks
about Manchester, Missouri.
That'll help tremendously.
All right, stop losing leads.
Start with mobile, make sureeverything works right on
mobile, add all those trustsignals, the reviews, the
caregiver photos, thecredentials, and optimize for
(39:41):
2026.
AI Search is here already, andyou're going to find that people
will find you from AI Search inthe next year or so more often
than from Google search.
And you're going to starthearing that more and more.
Your website is your 24-7 salesteam, your credibility
validator, and your competitiveadvantage.
So you want it to work as hardas you do.
(40:03):
The families in your communityneed you, so make sure they can
find you, trust you, and contactyou when it matters the most.
Oh, and that's it for me.
SPEAKER_00 (40:12):
Oh, my goodness.
All right.
Thank you.
Thank you.
SPEAKER_02 (40:16):
Thanks, Valerie.
Okay.
SPEAKER_00 (40:17):
Any questions or anything?
I don't see any questions afterthis weekend.
I'm just flying.
SPEAKER_02 (40:23):
Okay.
So we have the our salestraining dates.
We actually just added Novemberand December, but I still have
availability for the October16th and October 28th class, but
we have them booked through theend of the year.
If I know I have a lot of theclass members here at the
mastery today, but if you haveany interest in the sales
(40:44):
training, please reach out tome.
It works.
It's 12 weeks, once a week,being an hour.
We've had much success.
We tell you what to say, what todo, hold your hand through the
whole process, and we see a lotof successes.
Let us know if you'reinterested.
Yeah.
unknown (41:01):
Woohoo!
SPEAKER_01 (41:02):
Notice right.
Notice the rebrand.
Notice the rebrand.
You can tell.
SPEAKER_02 (41:08):
Taco CarePro.
You're a care pro.
SPEAKER_01 (41:14):
Go get more care pro.
SPEAKER_02 (41:16):
You're pro.
SPEAKER_01 (41:17):
And that's it.
That's the last slide.
SPEAKER_02 (41:19):
Okay.
SPEAKER_01 (41:20):
We made it.
Thanks, everybody.
SPEAKER_02 (41:23):
All right.
See y'all later.
SPEAKER_01 (41:24):
See you in two weeks.
Bye.
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My Favorite Murder is a true crime comedy podcast hosted by Karen Kilgariff and Georgia Hardstark. Each week, Karen and Georgia share compelling true crimes and hometown stories from friends and listeners. Since MFM launched in January of 2016, Karen and Georgia have shared their lifelong interest in true crime and have covered stories of infamous serial killers like the Night Stalker, mysterious cold cases, captivating cults, incredible survivor stories and important events from history like the Tulsa race massacre of 1921. My Favorite Murder is part of the Exactly Right podcast network that provides a platform for bold, creative voices to bring to life provocative, entertaining and relatable stories for audiences everywhere. The Exactly Right roster of podcasts covers a variety of topics including historic true crime, comedic interviews and news, science, pop culture and more. Podcasts on the network include Buried Bones with Kate Winkler Dawson and Paul Holes, That's Messed Up: An SVU Podcast, This Podcast Will Kill You, Bananas and more.
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Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com