If you’ve been running a home care agency for any length of time, you’ve likely seen a big shift in how marketing works. Gone are the days when print ads and Yellow Pages listings were the go-to strategy. Today, the focus is digital—because that’s where your audience is. But while the world has shifted online, many agency owners are still unsure about how to adapt their marketing budgets accordingly.
We talk with home care professionals every day who want to grow their agencies but aren’t sure where—or how—to spend their marketing dollars. Here are some of the top myths and expert advice to debunk them.
Myth #1: “I can just use cheap online marketing solutions.”
Digital marketing can feel less tangible than print ads or brochures, but that doesn’t mean it’s automatically more affordable—or less valuable. Sure, there are budget-friendly digital tools out there. But like most things in life, you get what you pay for.
Online marketing that actually produces results (think: more inquiries, more hires, better visibility) requires strategy. Your website, for example, should be more than just a digital brochure. It must be optimized for search engines, mobile-friendly, easy to navigate, and filled with compelling content tailored to your ideal clients and referral partners.
It’s helpful to think long-term. Before digital marketing, home care agencies spent thousands on printed materials that became outdated within months. A website, on the other hand, is a dynamic tool that can be updated continuously and remain relevant for years—making it a smart, scalable investment.
Myth #2: “Once I have a website, I’m done.”
We hear this one a lot. But the truth is, a website is not a set-it-and-forget-it marketing tool. If you want to stay competitive online, your site needs regular attention. Search engines like Google reward websites that provide fresh, relevant content—and penalize sites that appear outdated or stale.
Updating your blog regularly, adjusting keywords, checking your site’s performance, and responding to changes in search engine algorithms are all part of maintaining your online presence. SEO best practices evolve frequently, and staying on top of those shifts is key to keeping your website visible. Voice search optimization and user experience (UX) design are also more critical than ever. A “set-it-and-forget-it” approach won’t cut it if you want your agency to show up in search results and earn trust online.
Myth #3: “I can maintain the site myself. I don’t need to spend money on that.”
Thanks to modern content management systems, updating your own website is more doable than ever. And that’s great, especially for things like posting a new blog or tweaking text. But the more technical aspects of website maintenance still require expertise.
Cybersecurity, for example, is a growing concern. Hackers are targeting smaller businesses more frequently, knowing that many don’t have full-time IT support. That’s why routine website updates, security checks, and backups are essential. Keeping your site’s software current isn’t just a best practice—it’s your first line of defense against potential breaches.
The Bottom Line: Rethink How You View Your Home Care Marketing Budget
Your marketing budget is a tool for growth, not just an expense to manage. When you think of it that way, the goal becomes clear: invest in strategies that help your agency grow, stay relevant, and connect meaningfully with your audience.
Digital marketing—done right—can do all of that and more.
Looking to get more from your marketing budget?
Let’s build a strategy that makes every dollar count. Call 800.370.6580 and connect with our award-winning home care marketing team to explore smart, sustainable ways to grow your home care agency.