When families search online for home care, they’re often feeling overwhelmed and uncertain. They’re not just looking for a service; they’re looking for reassurance. And your website is their first impression of your agency. If your site feels confusing, outdated, or impersonal, that first impression can quickly become a lost opportunity.
Think of your website as the “home” of your business. It needs curb appeal, clear pathways, and inviting rooms where visitors want to stay awhile. Yet too many agencies unknowingly send potential clients running before they even reach the contact page. Here are five common home care website mistakes and how to make sure you’re not making them.
1. Poor or Confusing Navigation
Just like the layout of a house, your website should have a natural flow. Visitors should never feel lost or unsure where to click next. Keep your main menu simple and intuitive, using straightforward labels like Home Care Services, About Us, Careers, and Contact. Each page should clearly guide visitors toward their next step, whether that’s learning about companion care or scheduling a consultation. Confusion is the fastest way to lose a visitor’s trust.
2. Outdated Information
An outdated website feels like walking into a house stuck in another decade. If your last blog post was from 2020, or your phone number still lists an old area code, families might wonder if your agency is still active. Regular updates—new blogs, refreshed service descriptions, or recent awards—signal that your business is thriving and engaged. Consistency also boosts your SEO, helping more families discover your agency online.
3. Hard-to-Find Contact Information
If a family is ready to call, don’t make them hunt for your number. Your phone number and contact button should appear on every page, ideally in the header and footer. Include a short, easy-to-use contact form with minimal fields: name, phone, and message are usually enough. Bonus points for adding a “Get Started” or “Request Care Consultation” button that stands out visually.
4. No Mention of Pricing
We get it. Home care pricing isn’t always one-size-fits-all. But avoiding the topic altogether can create hesitation. Even a simple statement like, “Our rates are based on individual care needs and service hours; contact us for a personalized estimate,” shows transparency and builds trust. A pricing FAQ page or downloadable guide can also help families feel more comfortable reaching out.
5. Vague or Generic Service Descriptions
Listing “personal care,” “companion care,” and “respite care” isn’t enough. Families want to see how your caregivers can make life easier for someone they love. Use specific examples: “help with meal preparation, light housekeeping, medication reminders, and transportation to appointments.” Bring services to life by describing real situations that show empathy, reliability, and expertise. This helps visitors connect emotionally with your agency’s mission.
6. Ignoring Accessibility and ADA Compliance
A website that isn’t accessible can unintentionally shut out the very people you’re trying to support. Many older adults experience vision changes, reduced motor function, or hearing loss, and their family members may rely on assistive technology when searching for care. When a site isn’t designed with accessibility in mind, visitors may struggle to read text, navigate menus, or watch videos. That frustration can quickly lead them to look elsewhere.
Ensuring your website meets ADA and WCAG accessibility guidelines creates a smoother experience for all visitors while also reducing legal risk for your agency. Simple adjustments—like offering text resizing options, using high-contrast color palettes, and ensuring videos have captions or transcripts—can make a significant difference. Every interactive element, from buttons to drop-downs, should be usable with a keyboard alone so visitors with mobility or vision challenges can move through your site without barriers.
Accessibility isn’t just a best practice; it’s an expectation. Agencies that invest in inclusive, easy-to-use web design send a clear message: everyone deserves support, and everyone deserves to feel welcome.
Your Website Is Your Virtual Front Door
In home care, trust begins long before the first phone call. A clean, modern website with engaging content shows that you care about details—the same way families hope you’ll care for their loved ones.
If your digital “home” could use a little sprucing up, that’s where corecubed comes in. From SEO and PPC to web design and content marketing, our home care marketing experts can turn your site into a powerful lead-generating tool that welcomes families in with confidence.
Reach out to us at 800.370.6580 to discover how we can help your agency attract, engage, and convert more clients online.