Home Care Marketing Agency
Help families and referral sources choose your agency, and find the caregivers to serve them.
Softscotch is a home care marketing agency for non-medical home care and home health agencies across the US. We help families find and trust you, give hospitals and other referral sources an easy way to send clients, and help you recruit the caregivers you need to say yes.
Home care marketing for three audiences
Home care marketing has to reach three groups at once: families searching for care, referral sources such as hospital discharge planners, and caregivers looking for work. Non-medical home care (help with bathing, meals, companionship and daily tasks) is mostly paid by families, while home health (skilled nursing and therapy ordered by a doctor) is mostly paid by Medicare and insurance. We plan for your mix. Cost depends on service areas, offices and channels. We quote after a free review.
Local SEO for home care
SEO (search engine optimization) helps you show up in Google’s unpaid results and on Google Maps for searches like “home care near me”, in each area you serve.
See how we can help ↗Google Ads for urgent needs
Paid search ads reach families who need care now, such as after a hospital stay. We set a firm budget and check which ads lead to assessments.
See how we can help ↗A website families trust
Clear pages on care types, service areas, caregiver screening, payment options and a fast way to call, day or evening.
See how we can help ↗Referral source marketing
Materials, a referral page and follow-up that help discharge planners, case managers and senior living staff send clients to you.
See how we can help ↗Caregiver recruiting
Careers pages, job ads and fast applications that bring in caregivers, so new clients do not wait.
See how we can help ↗Reports on clients who start care
We report inquiries, assessments, clients who start care and caregiver applicants by channel, with no private details.
See how we can help ↗Why good home care agencies still struggle to grow
Most growth problems in home care sit in three places, and we check all three before suggesting new spending.
Families cannot find or trust you
Paid referral websites and big franchise brands crowd the top of Google. If your listing, reviews and pages are thin, families call someone else.
Inquiries wait too long
Families often call several agencies at once, many in the evening. A call returned the next day often means the family has already chosen.
There are not enough caregivers
Many agencies turn away clients because they cannot staff the hours. More family leads do not help until recruiting keeps up.
Marketing to hospitals, discharge planners and other referral sources
Many clients, and most home health patients, come through professionals: hospital discharge planners, case managers, social workers, doctors’ offices, rehab and nursing facilities, assisted living communities, elder law attorneys and care managers. They need speed and reliability, not slogans.
A page and line just for referrals
A referral page with your service areas, care types, payers accepted, how fast you can start and a direct line or secure form.
Leave-behinds and LinkedIn
Short, useful materials and a steady LinkedIn presence keep your agency in mind between visits.
A simple referral source CRM
A CRM (a tool to track contacts) records who refers, when you last visited and what happened next.
Stay within referral rules
When Medicare or Medicaid pays, federal anti-kickback rules forbid giving anything of value for referrals, and hospitals must respect patient choice. We keep materials educational. Check with your compliance adviser.
Answer the questions families ask before they call
Families search by need (“24-hour home care”), by condition (“dementia care at home”), by cost (“how much does home care cost”) and by place (“home care near me”). Many are adult children searching from another city. We plan pages around those questions, and you check every page.
home care near me
Someone searching for "home care near me" should land on a page that answers that need. The page can show clear care services and explain how to request a care assessment.
- What the page explains
- Clear care services, plus your offer and a clear next step.
- What you may need to ask
- The type of care needed, plus how care will be paid for.
- What to check next
- Care inquiries.
in-home care for elderly near me
Someone searching for "in-home care for elderly near me" should land on a page that answers that need. The page can show caregiver screening and training and explain how to request a care assessment.
- What the page explains
- Caregiver screening and training, plus your offer and a clear next step.
- What you may need to ask
- Where the person lives, plus how care will be paid for.
- What to check next
- Assessments booked.
home health care near me
Someone searching for "home health care near me" should land on a page that answers that need. The page can show honest family reviews and explain how to request a care assessment.
- What the page explains
- Honest family reviews, plus your offer and a clear next step.
- What you may need to ask
- How soon care is needed, plus how care will be paid for.
- What to check next
- Clients who start care.
These are example searches. We check what people search for in your market before choosing the pages and ads to work on.
Home care SEO: show up in every area you serve
Home care SEO is local. Families search for care near their parent, so you need to show up in each town or county you serve. Your Google Business Profile, your reviews and your service-area pages decide who appears. SEO takes months, and no one can honestly promise a ranking.
Start with the questions people actually ask.
A family member wants to know what kind of care you give, whether you serve their parent’s area, how soon you can start, how caregivers are screened and how care can be paid for. Many are searching in a hurry after a fall or hospital stay.
- home care near me
- in-home care for elderly near me
- home health care near me
What we do to help you get found
We explain the work, make the agreed changes and check what happens after they go live.
A Google Business Profile per real office
The listing people see on Google Maps. We set it up as a service-area business for each real office, with the right services and hours. No fake addresses, which Google suspends.
Pages for each care type
Personal care, companion care, dementia care, respite care (short breaks for family carers), 24-hour care and, for home health, skilled nursing and therapy.
Service-area pages that are useful
Pages for the main towns you serve, with real local details such as hospitals you work with, not copies with the town name swapped.
Cost and payment guides
Plain guides on what affects home care costs and how it can be paid for, from private pay to long-term care insurance and veterans’ benefits.
Consistent listings
Your name, address and phone number should match across Google, Apple Maps, Yelp and senior care directories. We find and fix wrong details.
Answers for AI search
Families now ask AI tools about care options. Clear pages and correct agency details help them describe you correctly. No one can promise a mention.
Reach families who need care now
Google Ads can bring calls quickly, because many families search the day a need appears. Health ad rules still apply: Google and Meta limit targeting people by health condition, so ads reach families by what they search and where they live. We plan every campaign inside those rules.
What should happen after someone clicks?
The page should explain your offer and make it easy to request a care assessment. A click alone does not tell us whether the ad helped your business.
We check results such as care inquiries and assessments booked. We also check whether the requests match what your team can provide.
What we do with your ads
The ad, the page it opens and the next step need to work together.
A budget tied to caregiver capacity
We agree a monthly limit and focus spend on areas where you can staff new hours. We never raise spending without asking.
Ready-to-call searches first
Searches like “home care agency near me” and “in-home care for seniors” come before broader ads.
Block searches that waste money
We block job seekers on client ads, plus searches like “free home care” or nursing school, and send caregiver searches to recruiting ads.
Call-focused ads
Many families prefer to talk. We use call buttons and track which ads bring real conversations.
Ads aimed at the family
Ads speak to adult children arranging care, often far away, as well as the person needing care.
Tracking without private details
We count calls and inquiries without sending health information about clients to ad platforms.
Examples of ads we could plan with you
These show how different searches can need different pages. We choose the actual ads after checking your offer, budget and the rules for your account.
home care near me
What the page shows: the advertised offer, plus clear care services.
What to ask: the type of care needed, plus how care will be paid for.
What to check: ad costs and care inquiries.
in-home care for elderly near me
What the page shows: the advertised offer, plus caregiver screening and training.
What to ask: where the person lives, plus how care will be paid for.
What to check: ad costs and assessments booked.
home health care near me
What the page shows: the advertised offer, plus honest family reviews.
What to ask: how soon care is needed, plus how care will be paid for.
What to check: ad costs and clients who start care.
A website that helps families decide
Families look you up on a phone, often in a hurry or late in the evening. Your site should show care types, areas served, how caregivers are screened and trained, payment options, how fast care can start and a phone number answered day and night if you can. Forms should ask only what intake needs.
What a useful page should do
Tell people what you offer, answer their main questions and make it easy to request a care assessment. We check that the next step works and reaches the right person or system.
- Explain what you offer
Show each type of care, who it suits, the areas you serve, how caregivers are screened and trained, and what happens at the in-home assessment.
- Help people make a choice
Put useful details, such as clear care services or caregiver screening and training, beside the questions they answer.
- Give the practical details
A family member wants to know what kind of care you give, whether you serve their parent’s area, how soon you can start, how caregivers are screened and how care can be paid for. Many are searching in a hurry after a fall or hospital stay.
- Ask only for what you need
A useful request may include the type of care needed, where the person lives, how soon care is needed and how care will be paid for. We help you keep the form short and relevant.
- Make it work on a phone
We check reading size, loading, phone links, forms and buttons. People should be able to finish the task without zooming in or guessing what to tap.
- Make sure the request arrives
We test where forms, calls or bookings go. Your team should receive the details it needs to reply, and the visitor should know whether the request went through.
Build trust with real families and real caregivers
Families are letting a stranger into a parent’s home, so trust comes first. We help you ask families for reviews fairly, reply without sharing anything about a client, and show real caregivers and staff, with permission. Home health agencies can also point to their Medicare Care Compare ratings. Your team approves every claim, and we avoid words like “best”.
Ads that explain one useful offer
We write each ad around a clear offer and the question it answers. We choose words and images that fit the place the ad will appear. The page it opens should carry the same message.
- A clear message for the people you want to reach
- Images and words that fit the ad format
- A small test with a result we agree to check
Real details that help people decide
We help you choose what to show, such as clear care services, caregiver screening and training and honest family reviews. You provide accurate details and permission to use the material. We place it where it answers a visitor's question.
- Photos or examples that match the work you offer
- Checks that the facts are right and the material can be used
- Simple captions that explain what someone is seeing
Follow one family from search to start of care
Imagine a daughter whose father has just had a fall. She lives two hours away and he wants to stay at home. Here is how each step can work.
She searches in a hurry
She searches “in-home care for seniors” and her father’s town on her phone. Your listing shows strong family reviews, the areas you serve and a call button.
She reads and calls
Your page explains help after a fall, caregiver screening, payment options and how fast care can start. She calls at 7pm and a person answers.
Care starts and she stays informed
An assessment is booked for the next day, with a confirmation text. Once care is settled, a fair review request follows.
Answer every family, every time
In home care, the agency that answers first often wins. Families call in the evening and at weekends, and hospitals need answers within hours. We help you reply faster. Your team stays in charge of every conversation.
Calls answered after hours
An answering plan for evenings and weekends, missed-call texts and alerts to the on-call person, using messages without health details.
Fast assessment booking
A simple way to book the in-home assessment, with a confirmation and reminder for the family.
Follow-up for families still deciding
Many families need time. A few helpful, general messages, sent with permission, keep you in mind.
Recruit caregivers so you can say yes to every family
For many agencies, caregivers are the real limit on growth. Recruiting marketing (marketing your agency as a place to work) uses the same tools as client marketing, aimed at a different audience.
A careers page that sells the job
Pay range where your state requires it, schedules, training, benefits and real caregiver voices, with a short application that works on a phone.
Job ads that follow the rules
Indeed, Google’s job listings and Facebook. Meta treats job ads as a special category, so they cannot be targeted by age, gender or ZIP code.
Reply to applicants within hours
Good caregivers apply to several agencies. Automatic texts and fast interview booking stop you losing them.
Referral bonuses and reviews
Caregivers trust other caregivers. Staff referral programs and honest employer reviews help more than ads alone.
Client privacy and how care is paid for
This is general information, not legal advice. Your compliance or legal adviser makes the final decisions, and we work with them.
HIPAA and business associate agreements
HIPAA protects health information. Home health agencies must follow it, as do many non-medical agencies that bill insurance or Medicaid. We sign a BAA (business associate agreement) where needed.
Tracking tools and forms
Ad pixels (code that reports visits to Google or Meta) can expose health details on inquiry pages. We agree which tools run where, and forms collect only what intake needs.
Texts and reviews
The TCPA (the federal law on marketing calls and texts) requires consent before marketing texts. Review replies never confirm someone is a client.
Explaining payment clearly
Families want to know about private pay, long-term care insurance, veterans’ benefits, Medicaid programs and, for home health, Medicare. We explain options without promising coverage.
Supporting services for home care
Most agencies do not need all of these at once. We add them when your basics work.
Local search help
Maps and listings for each office.
Local SEO ↗Review requests
Fair review requests to families.
Reputation automation ↗Inquiry routing
Every call and form reaches intake fast.
Lead capture ↗Recruiting ads
Caregiver job ads within Meta’s rules.
Meta Ads ↗Referral source outreach
LinkedIn presence for referral partners.
LinkedIn Ads ↗Family follow-up
Helpful emails and texts with consent.
Email and SMS ↗Clear work you can see
You get a written plan and regular proof of the work. The exact list depends on your offices, service areas and budget.
A family, referral and recruiting plan
Which areas, care types and audiences to focus on first, and why.
Pages ready for your review
Care type, service area, payment and careers pages, checked by your team.
Listings checked and corrected
Google and senior care listings for each office, with a record of changes.
An ad plan with a spending limit
Client and recruiting ads with budgets, areas and blocked searches.
A referral source kit
A referral page, leave-behinds and a follow-up schedule.
Monthly growth report
Inquiries, assessments, starts of care, referrals and caregiver applicants.
Start with a review, then improve
Here is how the first three months usually work. Timing depends on access, your reviews and the number of offices.
Month 1: review and fix the basics
We review your listings, website, ads, phone handling, careers page and tracking, and fix urgent problems.
- A review of what you have
- The first jobs and who handles them
- Checks that requests are recorded
Month 2: launch the first changes
We publish approved pages, start or rebuild client and recruiting ads, build the referral kit and set up after-hours replies.
- Changes to the first pages
- A small ad test where agreed
- Checks that replies reach the right team
Month 3: measure and improve
We review inquiries, starts of care, referrals and applicants by channel, cut what is not working and agree next steps.
- A review of results and costs
- Changes based on what we learned
- A clear plan for the next jobs
Start by sending your website and telling us what you want help with.
How home care marketing pricing works
We do not publish one price, because a single-office agency and a multi-state group need very different work. Cost depends on offices and service areas, whether you need client marketing, referral marketing, recruiting or all three, which channels you use and how much needs fixing. Ad spend is paid to Google, Meta or job sites separately. Get a free marketing review and we will send a scoped proposal that lists every item.
What we agree with you
Our work: the pages, writing, ads, fixes and reports included in your plan.
Your part: accurate details about your home care agency, the materials we need and someone to approve the work.
The cost: our fees, any ad budget and any extra tool or website costs are listed separately.
Approvals: your team checks prices, claims, permissions and any sensitive information before it is used.
See which marketing brings clients and caregivers
Website visits do not fill caregiver schedules. We report inquiries, assessments, clients who start care, referrals by source and caregiver applicants by channel, using counts and totals, never client names or health details.
What we explain in your report
- How people found you
We show which searches and sources brought people to your website. We also explain which pages we changed and what happened after those changes.
- What you spent and received
We show ad costs alongside useful results such as care inquiries. Where records allow, we work out the cost of each result and compare different ads or offers.
- What happened after the first step
We look at assessments booked and clients who start care where your records allow. A click, an inquiry and a start of care are different things, so we report them separately.
We point out missing information and results based on only a few people. If a result cannot be checked, we explain what information is missing.
Get the basics right before adding more
New channels only help when the basics work. Families must be able to find you and reach a person, and you must have caregivers to send.
Phones, listings and reviews first
Answered calls, complete listings and steady reviews protect every dollar you spend.
Recruiting alongside
Keep caregiver hiring running so new clients can start quickly.
Then grow one area at a time
Add one service area, care type or referral group at a time and check what it brings.
How to choose a home care marketing agency
Whether you hire us or someone else, a good home care marketing agency should answer these questions clearly.
Do they cover recruiting?
More families do not help if you cannot staff them.
Do they know referral marketing?
Ask how they support discharge planners and partners.
Do they report starts of care?
Ask for assessments and new clients, not just clicks.
Are leads yours alone?
Ask whether inquiries are shared with other agencies.
Do you own the accounts?
Your website, listings and ad accounts should stay yours.
Is the scope written down?
A clear proposal with no promises of rankings or client numbers.
Across all our client work, not only home care, we have managed $12M+ in ad spend, generated 87,200+ leads, helped bring $28M+ in revenue for clients and ranked 2,140+ keywords on page one of Google.
Home care marketing FAQs
Here are clear answers about the work, price, timing and help we need from you.
What does a home care marketing agency do?
It helps families find and trust your agency, helps referral sources send you clients and helps you recruit caregivers. That usually means local SEO, Google Ads, your website, reviews, referral materials, recruiting ads and reporting.
How much does home care marketing cost?
It depends on your offices, service areas, whether you need client, referral or recruiting marketing and which channels you use. Ad spend is paid separately. Get a free marketing review and we will send a proposal listing every item.
How do home care agencies get new clients?
Mostly from local Google searches, referral sources such as hospitals and care managers, family word of mouth and paid referral websites. A strong Google listing, fast phone answering and steady referral visits usually come first.
Is marketing different for home health and non-medical home care?
Yes. Home health needs a doctor’s order and is mostly paid by Medicare, so referral sources matter most. Non-medical care is mostly private pay, so families searching online matter more. Many agencies market both.
Are paid senior care referral websites worth it?
They can bring volume, but leads are often shared with several agencies and cost adds up. We track them against your own channels so you can see the cost per client who starts care, and build leads that are yours alone.
How long does home care SEO take?
Listing and website fixes can help within weeks. Ranking in competitive areas usually takes several months. We show progress monthly, but never promise rankings or client numbers.
How do we market to hospital discharge planners?
Make referring easy: a clear referral page, a direct line, fast answers about start dates and payers, and regular, helpful visits. Keep materials educational and never offer anything of value for referrals.
How can marketing help with caregiver recruiting?
A strong careers page, job ads on Indeed, Google and Facebook, a short phone-friendly application and same-day replies. Staff referral programs and honest employer reviews help too.
What should a home care agency measure?
Inquiries, assessments booked, clients who start care, cost per new client, referrals by source and caregiver applicants and hires. These show whether marketing brings clients you can actually serve.
Do you sign a business associate agreement?
Yes, where our work means we may handle client health information, and we keep our access to a minimum. Your compliance adviser decides what is needed.
Should we target adult children or seniors?
Both, but adult children often do the searching and deciding, sometimes from another city. Pages and ads should answer their questions about safety, cost and how quickly care can start.
How do we get more family reviews?
Ask every family the same simple way once care is settled, with a direct link. Do not offer rewards or ask only happy families. Reply without sharing anything about the client’s care.
No questions match. Try a different word or choose all questions.
More ways we can help
Before you decide
Explore related industries
Let’s look at your home care agency together.
Send your website and tell us what you would like to improve. We will explain what we find and talk through the next useful steps with you.