SEO for home care, written for the daughter making the call.
The person searching for home care is almost never the person who will receive it. It is an adult child, frequently living elsewhere, frequently after a hospital discharge or a fall, and usually feeling guilty.
Almost all home care marketing is written for the client. Writing for the person actually searching is the single biggest change available in this category and very few providers have made it.
Write for the adult child
They are searching practical, anxious, specific things: how much home care costs, whether the HSE will fund any of it, how quickly someone can start, what happens if it is not enough.
They are not searching for compassionate person-centred care, which is what nearly every competitor's homepage says. Answering the practical questions plainly outperforms warmth every time, because warmth is assumed and cost is not.
Funding is the question everybody has
What the HSE provides, what the Fair Deal scheme covers and does not, what private care costs per hour, and how the two fit together.
It is complicated, it is searched constantly and it is explained badly. A provider who sets it out clearly — including when the HSE option is the better one — earns a level of trust that no amount of testimonial copy achieves.
Hourly and weekly costs
Stated openly. Families are budgeting and cannot plan against 'contact us'.
HSE, Fair Deal and private
How they interact. Genuinely useful and almost nobody writes it.
After a hospital discharge
A specific, urgent, high-intent search with a hard deadline.
Dementia and condition-specific care
Searched distinctly and reassuring to find.
How quickly you can start
The second question every family asks after cost.
Restraint matters here too
We do not retarget people who looked at home care, and we do not build audiences from health or caregiving signals.
Beyond being inappropriate it fails commercially — a family already feeling guilty about a parent does not respond well to being followed around the internet about it.
What it costs
SEO is included in the €1,500 a month alongside the advertising, the social and the lead follow-up. There is no separate SEO fee, no setup fee and no contract beyond the month you are in.
Questions from home care providers
Almost always an adult child, not the person needing care. Writing for them rather than for the client is the biggest change available in this category.
Cost and funding — hourly rates, what the HSE covers, how Fair Deal interacts with private care. Complicated, heavily searched and explained badly nearly everywhere.
No. We do not follow families around the internet about a parent's care, and it fails commercially as well as ethically.
No, and nobody honest does. We report enquiries and what they cost, with rankings as a diagnostic rather than the deliverable.
SEO is included in the €1,500 a month alongside everything else. There is no separate SEO fee and no setup fee.