How to Get More Home Care Leads from Your Home Care Website!

Valerie:

Hey there, this is Valerie. We’re going to talk about how to get more leads from your home care or senior care website. How to get more leads from your home care website or your senior care website. Depending on what business you’re in in the senior care market, this applies to everybody. The first thing I want to show you about your home care website is how it looks on different devices. And some of you may have never seen this before but I will tell you that if you go to emi.responsivedesign.is and you put your website address in, you’ll be able to see what your website looks like on different devices. And so one of the ones that I want you to pay particular attention to is the mobile version. And I know this is kind of far away. Let’s see if I can take a screenshot and make it a little bigger but the phone number on this website is not only the first thing that you see, let’s see if I can make this big. Big so you can see. Big.

Valerie:

The phone number on this website is available at the very top of the screen on all devices, mobile, tablet, laptop, big screen, which is kind of what I have right now. Important number one, your phone number and it’s also clickable, by the way. It’s not going to let me click it on this picture, obviously, but this should be clickable so if somebody is on their mobile device, it will just dial the number or ask them, do you want to dial this number? That is A, number one from the very beginning. When you look at your website on your mobile phone, do you see the phone number at the very top of the screen? It should be the first thing that loads, it should also be at the very top of the screen on any other platform. I see lots of folks with websites that have no phone number at the top of the screen. And the problem is when you do that, people have to hunt around for your phone number and they’re not going to hunt around. They’re just going to leave, move on.

Valerie:

The other thing that’s important is that there should be a call to action. Get started, something like that, that for us, we use get started a lot. You don’t have to use the words get started but it is one of the things that we use. Going to move this picture down. One of the things that we use is this get started button. They click on get started, it takes me to the get started page and there’s a form right there. And we ask a lot of questions and that’s okay. This is what I call a real lead form. You know what’s not a real lead form? This. This contact us form is not a real lead form. This is what you get spam emails from. This is what solicitors fill out and they’ll do anything to fill out this form.

Valerie:

I highly recommend that you have a form, you can call it whatever you want, assessment, self assessment, get started. And you ask a few questions. You don’t have to go crazy but what type of care are you looking for is the very least that you should ask. And of course their full information. When someone fills out this form, the next step is that it’s very important that they are redirected to a thank you page and that they receive a message, an email from you and maybe even text. For our clients, everybody receives an email if they fill out this form. Potential clients receive an email and they can also receive a text. And all that says is, “Thank you for reaching out to us. One of our staff members will be in touch right away. If this is an urgent matter, please call our offices at,” blah, blah, blah, whatever their phone number is. We keep it simple. We keep it short. We don’t bug.

Valerie:

We also want to make sure that if someone is reaching out for help or they’re filling out a form like this, that the staff in the home care agency is aware of it. We make sure that not only is the person who filled out the form aware, but the staff at the home care agency or senior care business or whatever it is, is also instantly notified, instantly by text if they want but definitely by email. We can do both, we can do one or the other, but email and text are typically how we notify our clients there is a lead. Someone is trying to reach out to you. Please call them.

Valerie:

Every lead needs to be answered within five to eight minutes. If you don’t have a human person who will take responsibility for that, find one. If it’s you and you’re running a sole business and you don’t have any help, pay attention to those leads and call them back. You will close more leads even if they came to your website and filled out your form. These are people who are tire kicking, they’re hunting. They’re looking for the fastest, most effective service.

Valerie:

I’ll give you an example. When my husband’s mother needed home care a few years ago, it wasn’t that long ago. And I do this business all day long so I contacted three. I filled out forms on three different local home care agency websites. The person who called me back first and emailed me back first was the absolutely the person who got our business. And this was a Friday afternoon. Some of the other folks waited until Monday to call me back. They lost my business because they waited until Monday. And was she a pretty decent client? Absolutely. It was worth their time to call me back that Friday afternoon. Did I need services to start that day? No, I didn’t need services that day but I knew that the most responsive agency was the one that had their shit together and they were the best ones for me to do business with on her behalf. And they did. They had it together and they did a great job.

Valerie:

That is why you need to answer these leads or someone in your office needs to be held accountable. It’s one thing to ask somebody to answer a phone call or call somebody back or answer a form that’s been filled out. It’s another thing to hold them accountable for doing that. You’re losing business every time you don’t answer those calls, you don’t respond to those forms, you don’t respond to a text, you’re losing business every day. Someone needs to be held accountable because if they’re not calling them back within five to eight minutes or someone on the team isn’t calling them back, they are costing you money. They’re costing you money.

Valerie:

Okay, so that is the first way to get more leads, phone number at the top and make sure that your homepage tells people what they need to do next. If I were to scroll down a little bit, you could see why choose New Century. You can see all kinds of other things here. Click to call in the middle for people who are still scrolling. Read our testimonials. All of these things are super important. The other thing that I would say is next in line is speed. If your website isn’t speedy, if it doesn’t load fast. Have you ever gone to a website on your mobile device and you’re like, oh my God, it’s never going to load. It’s broken. Something’s wrong with it. Moving on. That happens all day long. And that’s why Google has said, “We want the people who use Google,” which is almost everybody now, “to have a great experience. We are only going to show websites to them that load fast and meet our criteria.”

Valerie:

If your website is a slow, janky, ridiculous website, no matter how pretty it is, hear me now, no matter how pretty it is, if it doesn’t load fast, you will never see the first page of Google on a mobile device. It will never happen. Or if it’s already happened and your website is janky or becomes janky or outdated, it will lose in the next few updates. As the core vitals of websites continuously rolls out, it’s actually been an update that’s already happened but as Google pays more attention to websites that are fast versus slow, how they load, how long it takes to load, how much time to interactive, you’re going to lose if you’re not paying attention. And when you lose, you’ll be knocked off of your throne and someone else will take over who’s paying attention to their website. Speed is next.

Valerie:

And then in order to rank, so this is a single home healthcare agency in Madison Heights, Michigan. They are not a gigantic national brand. They are not a franchise. If they want to compete with the franchises around them and the larger brands, the hospital brands around them, then they have to do more than those hospital brands and those large brands around them are doing with regard to content. And they have.

Valerie:

If you were to go and look at any of these service pages, you would see that these services pages don’t have just one paragraph of content. They have a ton of content. They have a 1,000 words of content. This entire page is dedicated to diabetes care. This entire page is dedicated to physical therapy at home. It’s not a little bit of content, it’s a whole lot of content. Did they write it themselves? No. Did we help them with it? Absolutely. But what we know is that if you don’t play like the big boys, you’ll never beat the big boys. The next way to get a better rank on Google, which in turn brings you more leads from Google, is to have better content. Better content than your competition. Not copied content but better content.

Valerie:

All right. And the last thing I will say, well, this isn’t the last thing. There’s so many things. Phone number, forms, easy for people to figure out what to do next, get started, call to action. The other thing I would say about phone numbers is if you, I know people are married to their phone numbers, they love their phone numbers. They’ve been using their phone numbers for a million gazillion years. Guess who doesn’t care what your phone number is? People. Consumers don’t care what your phone number is. You care but they don’t especially new clients. They haven’t been looking at your website for 10 years. I would say if you put a tracked and recorded line up here and what I mean by that is our clients all have tracked and recorded line, we forward it to this pretty phone number they’ve been using for 10 years but we put the tracked and recorded line up here in the top. That way they can tell how many leads they’re getting from their fast, effective website.

Valerie:

If you don’t have a tracked and recorded line up here, you’re relying on what the person who’s answering the phone is telling you, which may be very valid and valuable and it may be you and that’s fine. But if you have a receptionist, a service that you’ve hired answering your phones and you don’t listen to every call and you don’t know who’s calling that number and why, you’re going to get a lot of your caregivers, you’re going to get a lot of people looking for jobs, you’re going to get a lot of people looking for services, get doctor’s offices in this case. You’re going to get other referral partners. If you don’t know who’s calling that phone number on your website, then you actually have no idea how many leads you’re getting from your website.

Valerie:

If the person who answers the phone is not a reliable source of that information and let’s be honest, we’re all human. If they’re not filling out a checklist or a sheet that’s sitting in front of them every time that phone rings and documenting who was on that call and then entering it into a computer, which is a big hassle, then you have no idea how many leads are coming in and if they’re valuable or not valuable. When you put a tracked and recorded line up here at the top of your website and you forward it to your real office number, which you don’t have to change, it’s just the one you’ve been using for 10 years that you love so much, that’s branded to you. The consumer doesn’t care what phone number they’re calling. They just need help.

Valerie:

And so you then, Mr. Or Mrs. Home Care Agency Owner or senior service owner, absolutely can look back and say, “Wow, I didn’t realize how many leads we’re actually getting from our website,” because nobody ever took the time to document it. Nobody recorded those calls. Nobody listened to those calls. In fact, nobody listened to those calls to hear how crappy the person is who answers our phone. You can’t understand a word she or he says and not only that, they’re fast, they’re short, they’re not compassionate.

Valerie:

Learn from having a tracked and recorded line. If people are calling your phone number and the person who answers the phone, including you, if it’s you, doesn’t sound compassionate. If they sound short, hurried, bothered, if they sound like that, then you’ve lost a sale because I’ll tell you what, if I call a home care agency today and I want to set up services for my home, if the person on the other end of the line sounds bothered by that phone call or sounds hurried or in a rush or like they really don’t give a shit about me or the business I’m about to bring them, I’m hanging up and I’m moving on to the next person who will be polite and kind and friendly and understanding and patient with me because I don’t know anything about home care right now.

Valerie:

I don’t know what I’m doing. I’m overwhelmed. The person who answers your phone, if you have never listened to those phone calls, I’m going to urge you to start doing that. If you don’t have a tracked and recorded line, it doesn’t cost very much to get one. If you’re our client, we have them all day long and we give one to you for free. You can do that anytime you want.

Valerie:

Okay, so now we know how to get more leads from our website. Phone number at the top, always on all devices in all places. I’m drawing on it. No matter what it is, clickable phone number, not just a phone number, but a clickable phone number. Also, a call to action, to get started. Also fast website, fast website and also the content that Google is looking for that is competitive with your local area. The people that you’re competing with. If you’re an individual home care agency, nonmedical, you’re competing with HomeHelpers, Visiting Angels, Home Care Assistance, Home Instead, you know the drill, you know who you’re competing with. You can beat them because we do it a lot but you have to play the way they play. To get to the first page of Google with a brand new website or maybe one that’s old that just needs to be redone, whatever, you have to mix it up, create new content, a 1,000 words per page and then also create some really long form guides, which I’ll show you here. Let me get rid of my, we have a few here.

Valerie:

Family guide to at home ALS and Parkinson’s care, a guide to in home Alzheimer’s care disease and the family guide to home health care and skilled nursing care in Michigan. Chances are because they serve a bunch of counties, seven counties in Michigan, they’re going to show up in a lot of places for this guide. This is a long form guide. If you look through it, you can see is in very long, we put in quotes and it answers all the frequently asked questions. You can even do a better job than we did. Take whatever your competition is doing and do one better. That is how you get leads from your home care or senior care website.

Valerie:

And I will tell you that one or two clients, if you took all of this stuff and you took it seriously and you had your website redone, rebuilt or whatever, probably two clients from your website would pay for that entire website rebuild or that website creation. Two clients pays for the entire thing. And then it pays for itself over and over and over again over the life of that website and over the life of your business. Please take this seriously. This is literally the very first way in 2021, that a majority of people see you, find you and get to know who you are. Don’t let them find a jank store website that doesn’t load, that hasn’t been updated since 1998 and it looks like nobody’s paid a lick of attention to it. Please present yourself like the professional and the caring, amazing agency that you really are. Make sure your website is working for you. Thanks everybody. Talk to you soon. Bye.

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Founder, Co-Owner, Wife, Mom, Author, Video Nerd. The buck stops here. Serving the Home Care and Senior Care Markets since 2008! Our services include home care seo, home care websites, home care marketing, home care social media, home care recruiting, caregiver recruiting, and home care Google My Business strategies.
Valerie VanBooven RN BSN
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