Home Care Marketing & Sales Solutions by ASN
Dawn Fiala, Lisa Marsolais, Annette Ziegler, and Valerie VanBooven RN BSN provide insight into home care marketing strategies. They cover in-person, in-field sales and online marketing every other week. These podcast episodes are part of the Home Care Marketing Mastermind, sponsored by Approved Senior Network®. Find more information at https://ASNHomeCareMarketing.com
Home Care Marketing & Sales Solutions by ASN
Is Your Home Care Website Ready for the New Search Era?
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
👀 Does your home care agency suddenly need an “AI website”?
Probably not.
AI search is changing FAST.
But there is also an enormous amount of noise right now.
GEO.
AEO.
AI SEO.
LLM.txt.
AI-built websites.
“Guaranteed” ChatGPT rankings.
Home care owners are going to be sold a LOT of things over the next year.
So we opened this week's Approved Senior Network Home Care Marketing Mastermind to everyone and talked about what actually matters.
One of the biggest takeaways:
⭐ Your website still has 3 jobs.
1️⃣ Help families FIND you.
Google, Maps and AI systems need to clearly understand who you are, what you do and where you provide care.
2️⃣ Help families TRUST you.
A referral means very little if the family Googles your agency afterward and lands on an outdated, confusing website.
3️⃣ Tell people what to DO next.
The person visiting your site may be scared, overwhelmed and trying to figure out how to help Mom or Dad. Make the next step obvious.
And here's another important point:
Good SEO is not suddenly useless because AI exists.
Clear service pages.
Strong local content.
Accurate Google Business Profile information.
Schema.
Reviews.
Useful answers.
Original content.
Community involvement.
Authority.
Trust.
Those are exactly the kinds of signals that also help AI systems understand your agency.
We also talked about:
🔹 SEO vs. AI search
🔹 WordPress vs. AI-built websites
🔹 What schema actually does
🔹 Why your website should be the hub of your marketing
🔹 Why your in-person marketing belongs on your website
🔹 When an older website really SHOULD be rebuilt
🔹 The truth about LLM.txt
🔹 GEO and AEO hype
🔹 Why nobody can guarantee your agency will appear in ChatGPT
🔹 What home care agencies should focus on going into 2027
AI is important.
But don't let someone convince you to throw away solid marketing fundamentals because they invented a new acronym.
The technology is changing. The goal isn't.
Help the right families find you.
Give them a reason to trust you.
And make it easy for them to ask for help.
🎥 The full webinar replay is available now.
#HomeCare #HomeCareMarketing #HomeCareAgency #AIsearch #SEO #DigitalMarketing #SeniorCare #HomeCareOwners #GoogleSearch #ArtificialIntelligence #ApprovedSeniorNetwork
Visit our website at https://asnhomecaremarketing.com
Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev
Welcome And Meeting Housekeeping
SPEAKER_01I'm Valerie Van Buven and we are going to do something a little bit different today. Normally, our Wednesday afternoon mastermind meetings are private for our clients. But today, and a couple of times a year, I think we do this, we decide to open it up to everybody and talk about some of the things that are probably on everybody's mind. And we figured AI is on your minds, or whether you like it or not, it's probably on your minds. And of course, websites and what should you be doing, what should you not be doing, all the things. So that's what we're going to talk about today. And we have opened it up to everybody so we can just let the world know what we're doing and what we recommend. So having said that, I'm going to go to the next slide. And since we have it open to everybody, I'll just start. I'm Valerie Van Boven. I'm a registered nurse, the co-owner of Approved Senior Network and the founder. And we've been in business for 20 years. I cannot believe it. Oh, that's crazy. And then I'll pass it on to anyone of you who'd like to introduce yourselves. Okay.
SPEAKER_00Hi, I'm Annette Ziggler. I've been with ASN for over two years. And I am the sales trainer for our sales training classes here. And I love what I do, teaching everybody tips and tricks, how to get those referrals and to grow your revenue in your home care business.
SPEAKER_02Hello, I'm Dawn Viella. I've been with a Proof Senior Network for four years, and I've been in the home care industry for a really long time, longer than I'm willing to admit, because you'll know my age. Love working with home care owners, and I love what you do out there every day, supporting your clients and advocating for them. And I'm happy to help in any way that I can.
SPEAKER_03Lisa. Awesome. I'm Lisa Marcellet. I have been here almost four years, and I can't even believe it. But I too come from home care. And as you guys know, you can't stay in one lane in home care. And that's where I'm at with this. But I love being on this end to be able to talk with you guys and work through our different programs, our CRM, and all the marketing campaigns that you guys throw our ways. Very fun stuff.
SPEAKER_01This is a great team. Even if you cut me out, this is a great team. They are wonderful, especially in all things, but especially in that in-person sales and sales training. And oh, I'm gonna do housekeeping, then we're gonna talk about sales training. Housekeeping is just keep your lines muted, share stories, experiences, and tips, ask questions, make recommendations, and tell us what you want to know. So we say this to our private clients every time we have one of these meetings on Wednesdays, and we extend that to you. If there's anything you'd ever like us to talk more about, we certainly will. We have YouTube channels, we have podcasts. In fact, this will be uploaded as a podcast. So there's plenty of ways to get to know us and to follow along with all the stuff that we do, and I'll share that with you a little bit later too.
GoCare Pro Sales Training Overview
SPEAKER_01Okay, let's talk about GoCare Pro Sales Training. And I'll Annette, why don't you introduce it? Just talk a little bit about it and then tell us about the dates that we have coming up.
SPEAKER_00Sure, sure. So we have a Go Care Pro Sales Training program. It's a 12-week program where we meet once a week for an hour. And I'd like to say that we spoon feed you, we teach you everything you need to know, getting out there, who to talk to, what to say, what to bring. I live in upstate New York, Dawn is in Arizona, Lisa's in San Diego. We all live in different states. It doesn't matter what state you're in, you may have some different state rules and regulations, but home care marketing is the same everywhere. It's about building those relationships. And that's what we train you to do and have you feel more confident being out there and in turn getting referrals and especially private pay referrals. So we have some upcoming dates. We just had our August 25th yesterday, but we do have some availability in our September classes. We keep the classes small, no more than six people, because we want to be able to give everybody an opportunity to share and interact. I do train the classes. There's slides that I present, but with there's a lot of interaction, we give you a little homework each week. And we get really excited when you're booking lunch and learns and when you're texting us and telling us that you have referrals. If you follow what we do, we you will get referrals. You'll get referrals, but you have to do what we say. And we'd love to have you. If you want more information, please let us know.
SPEAKER_01I'm muted myself. So I want to give a little extra shout out to this. So if you were to type in a Google search for approved senior network, three words, you would find that our Google business profile will show up usually. Sometimes it doesn't, but usually it shows up. And we we're headquartered in St. Charles, Missouri, but that doesn't, it doesn't matter. Anyway, there are over 50 testimonials, and a majority of them are about Annette and sales training. And there's some about Lisa, and there's all kinds of testimonials on there. But the sales training Google reviews are outstanding, and there's so many of them. So I encourage you to go look at that if you're wondering if people like our sales training. And the other thing is there's a YouTube channel. If you type in home care marketing, you'll find us and/or proofs in your network. And what you'll find is that there are over 50 video testimonials from people who've taken the class, and all of them rave about Annette. And Annette is your best friend during training, and she will take your texts and she will take your calls and help you through it. So I just want to give that shout-out because Annette does a great job. Everybody does, but this is well, well worth going through for 12 weeks. So I'll get off the fan if I didn't hear. All right.
Website Strategy In The AI Era
SPEAKER_01So today we're going to talk about your website in the AI search area, what home care agencies should include, how SEO and AI Search work together, and how to choose the right website platform. So your site earns families' trust and converts their visitors into care requests. I did put our website on here. If you want to visit our website, it's asnhomecare marketing.com, and I will talk to you more about that as we go along here. All right. So the first thing I want you to know is that when you watch this video, if you're watching the replay or if you're here live or both, you do not need to become a web developer. That's not what this is about today. It's just to give you some really good information about what's happening with AI. And a year from now, if I were to do this webinar again, it probably is going to be completely different. But today, in 2026 and moving into 2027, you just need to know how to build the right foundation, understand what AI Search is serving up, choose your platform, WordPress versus AI-built websites, and you will leave here today with a 30-day plan. Some of you are our clients, some of you have never been our clients in with regard to website services or online marketing. And so for all of you, this is really great information, no matter which place you're coming from. You're going to be solicited. Everybody's solicited about we do SEO better, we do websites better. Everybody, we compete against every SEO guy, every AI search guy, every website developer in the United States and beyond. And they're all going to start soliciting about how you should have an AI-built website. And AI agents should do this, and AI this and AI that.
Why SEO Still Fuels AI Search
SPEAKER_01So all of this works together to make leads and referrals come to you. SEO and AI search are not competing strategies. And by the way, as we go through here, I am going to show you slides, show you examples of what I'm talking about. So it's not just a bunch of words. We're going to actually look at some pictures here in a minute. So AI search and SEO work together. If someone tells you that SEO is dead and AI search is all there is now and everything has to change, that is not true. AI search is definitely good. It's definitely coming. It's already here. You probably are starting to hear people say, I found you because of Chat GPT. I know we hear it. We hear that people find us on ChatGPT or Claude or we are hearing that, but we're a marketing company. But I know that our home care agency clients are hearing that more and more. It's not as prominent, but they are definitely hearing that. So if you have good SEO practices, then as AI search starts looking for a recommendation for the person that's entering the question, does my mom need home care? My mom is dementia. Does she need home care? How much does home care cost? We'll get into this a little bit more. But as there that AI search, mainly Google, is looking for answers. And the best answers and the most trusted authority sites are going to come up first. And you want in your local area for your website to come up in some of those searches. All right. So they work together. If you have no SEO, if you have terrible reviews, AI is not going to recommend you. AI is not going to recommend somebody that has a 2.0 or no no reviews at all versus someone who has 20 reviews, 30 reviews, 40 reviews, 50 reviews. The more stellar your business looks to Google, the more it's going to be recommended. So everything works together. Reviews, longevity, your website, all those things. All right. So AI assisted or traditional SEO, let's start there. I'm covering up my stuff. And let me know, guys, if you have any questions, just put them in the chat. You can use the QA. I don't even know if I have that up. I think just use the chat for now. In tradition, traditional SEO helps pages get crawled and indexed and understood and ranked by search engines. But AI assisted search retrieves relevant web information. It takes into consideration what those resources are, what those sources are. It takes that and answers your question. And then it'll give you supporting links. So if I ask what are some of the senior resources in Ashburn, Virginia, usually the Ashburn, Virginia Area Agency on Aging or some kind of government thing is going to come up first. And then after that, we're going to have other websites. You'll see that care.com is very often and a placeform.com very often being shown to you in AI search. And that is because they did their SEO correctly. They've been around for a very long time, more than 20 years. They update their content all the time. This is these are not static websites that never update. They constantly are updating their information and they're well respected. Whether you like them or not, online they are well respected and consumers trust them. So having said that, that's why they come up a lot. That doesn't mean you can't come up, but it just is the authority and the experts are going to win. So you need to be that authority and expert. All right. What search systems need from your website? Clear facts, useful answers, and a clean structure. So first of all, your website has to be crawlable. That's been the truth for more than 20 years. Your internal links, I'm going to go down the left side, connected internal links. Show how your services, your locations, and your guides relate to each other. So you have to have internal linking that's done correctly. It has to be trustworthy. So you need to have some original content on there. You need to have blog posts that up, you know, updates to your website, new content coming in. And you have to have some specific stuff on there, like your services need to be clear, your locations need to be clear, hours, contact info, and it needs to be structured. Something that you all don't see that we deal with every single day is called schema markup. And that is behind the scenes. Nobody ever sees that but the person building your website or the person doing SEO for you. So we add schema markup to every page. And what that does is Google and AI, they don't see the pretty website in front of you. They just see a bunch of block code going down the page. And so they have to be able to discern, and that's what they love. That's what these machines are reading. So in that block code, there has to be something that tells that the internet, whatever it is, it's searching for you, who you are, where you're located, and schema markup helps with that. And then local website and Google Business Profile tell the same accurate, consistent story about where you serve. So not only do you does your service area need to match, but your services need to match, and your categories of that your business categories need to match. And a lot of this that I'm saying, you'll know if you've had SEO on your website ever, that a lot of this is the same thing. SEO matters. Done well. This is going to help you in AI
AI Search Myths To Ignore
SPEAKER_01search. So three AI search myths to stop paying for. You probably don't pay for them yet, but you're going to get solicited for this. We need to build a special GEO AEO rebuild. Having a website rebuilt is important for a lot of reasons. If it's old, if it's three years old, five years old, you probably need an updated website. Not even if you love the way it looks, the back end, the technology that manages it on the back end has become completely outdated. And just doing WordPress updates is not what I'm talking about. Of course, everybody who really should, we all do website updates for you automatically every week. But there's things that just aren't needed or are slowing your website down because they're clunky, things that we do differently today than we did two years ago, one year ago, even six months ago. So rebuilding your website is never a bad idea after a few years, but it's not because you need a GEO, AEO rebuild. GEO is generative engine optimization and AEO is artificial and or whatever engine o rebuild. You just don't need all that. There's GEO, AEO, AI search. Yes, rebuild your website, not because you have to get up to speed with AI. That's not the reason to do it. The reason to do it is because it's got old technology on the back end and you should redo it. We need an LLM.txt file or a special AI markup. Eh, there's mixed reviews on this. An LLM.txt file is simply a list that tells whatever AI search comes by, gives it a really brief overview of who you are, where you're located, and what you do. It is not the deciding factor on anything. It just is a nicety. You do not have to have an LLM Txt file. Do we have LLM Txt files? Yes. Do we charge for it? No. It's just something that any good web developer would do. So it and it's just a text document and it's not hard to create at all. So please don't pay for stuff like that. Our agency can be guaranteed in Chat GPT and answers and Google answers and chat GPT answers and clawed answers. No reputable provider controls AI generated answers. And if they tell you or guarantee you that, they are lying to you because they cannot, you cannot guarantee you first page rank. I cannot guarantee you an X number of leads, even in paid advertising. I cannot guarantee you that you're going to show up in AI search. If a provider, if a marketing, online marketing company is telling you that you will get X, Y, and Z guaranteed from them, then run fast because that is an unethical practice. And they will not be able to fulfill that, generally speaking, but they'll hook you in with it. So no reputable provider will ever tell you that. Durable is better than trendy. So for your website, you just want to focus on a clear, authoritative, and well-organized website and content that serves real families. Build for the families. All right.
The Five Second Mobile Homepage Test
SPEAKER_01Five-second homepage test. And then we're going to look at one of our websites and see if it passes the five-page home, the five-second homepage test. Your website, if you open your website on your phone right now, open your home care website. Just do it on your phone real quick. Don't scroll down. Just look at what appears on your phone because that's where they are. They're not on their desktop, they're on their phone. And tell me if you can find the following. Is your core service obvious from the headline alone without reading further? Now think from the perspective of someone who's never seen your website before and doesn't know home care and doesn't know your agency. Look at it with new eyes, if you can. Or ask a parent of yours or ask a friend of yours who's not in the home care business. Look at this website. What do you think we do? Where do you provide care? I know a lot of websites, especially on mobile, do not tell you where they provide care. Why should I trust you? They wait a minute, let me back up. They do tell you where they provide care, but not in that very first glance. So maybe you have to scroll or maybe you have to change pages. You shouldn't have to do that. Why should I trust you? Is there any immediate evidence of credibility? Years in business, reviews, credentials, anything. And what should I do next? Your phone number and a contact us, schedule a call, whatever needs to be right there at the top, a button. Click here to get a hold of us. Click here for care. What should I do next? One clear call to action. Call, text, request care. Can you see it right there without opening anything, without scrolling anywhere? If any answer is unclear in five seconds, that's your first and most important website improvement. And make sure you're looking at this from a mobile perspective. All right. So here is a website that just went live for us, I think today or yesterday, maybe. And I want you to look at two things. This is Trinity Home Assistance. Look at the top. Serving those in need of in-home support and families throughout Metro, Detroit, Wayne, Macomb, and Oakland counties. Get started, and there's the phone number. If you click it, you can call. Get help at home, become a paid caregiver. There is no way that you can look at this and tell me you don't know where they serve. It's right at the top and how to get a hold of them. There's several options here. So easy stuff. They don't have to scroll or do anything. Now here's the mobile version. Now, this is a screenshot from my, I just squished it together. So it's a little wider than a phone. But look what you can see. Get started, phone number. Screenshot's not always there. That's me. And then as you read this paragraph, it says serving those in need of in-home support and families throughout Metro Detroit, Wayne, McComb, and Oakland counties. Right there. Bam. There's no way you can miss that. It's there, and you can see exactly what to do next. Get help at home. Get started. Call us right there. So that is what the pieces that your website should provide instantly without scrolling. Above the fold should answer the family's biggest questions. Clear headline, real photo or human moment, and a primary call to action. And we shouldn't shouldn't make people hunt for the basics because they won't hunt. They'll just move on. If it's slow to load, they're gonna move on. So let's keep going here. Let's do what the oh, I'm going backwards.
Service Pages That Actually Convert
SPEAKER_01All right. The pages, every growth-ready home care site shouldn't have. So you should have a home page, obviously. Your services, areas, why us, reviews, frequently asked questions, contact us, careers. Oh, careers is in there twice. You need you don't need two careers pages. Costs, veterans, if you serve veterans, and hospital-to-home care is one that I see people leaving off, but I think that's an important one. You have a lot of folks coming home from the hospital. You should have a hospital-to-home care page. I'm gonna show you what that looks like here. Let's talk about it first. One major service is one useful page. Okay, so for a lot of websites that we see, especially ones that were built for free, built on GoDaddy, built with some, I don't even know, some easy, cheap service. What I see is this they have all their services listed on one page, and that's it. There is not a page that talks about 24-hour home care or a page that talks about personal care. You must have a page that is intelligently and long form written, but is divided up so that people can read about it. It's easy on the eyes, it's easy on their reading capabilities. Not everybody reads at a collegiate level, believe it or not. We're talking about sometimes they are reading at a seventh grade level, sometimes they're reading at a 10th grade level. It needs to be easy to understand and read. Easy on the eyes means it's not just paragraphs and paragraphs. There are divisions, there are images dividing up the page. One major service needs its own page, and it should be long form written, search engine optimized, and it should have AI search paragraph at the very top of the page so that when AI comes by, it's got a real summary right there at the top that AI can read about that page. All right. Here is a screenshot of an example. So for in for instance, this page on this website is all about our services. So if you were to scroll through this, you would see that all of their services are listed on one page. Now, for most websites or most home care agencies, that's where it stops. They list all of the stuff and they never do anything else. But if you look at this website, when I click on our services, there is a page for every single thing that is important to them. So every page is written out, it's clear, there's a call to action, and it gives more information about what they do for each of these services. And you may think, well, don't people know that? They don't know that. They don't know what dementia care at home is, they don't know what hospital-to-home care is. People have no idea what they're getting themselves into. They're brand new to all this. So each page clearly defines what that service is like. Sometimes they're a little repetitive because you get companion care with a lot of these. And so that's on the page. But each page is clearly defined, and your consumers really need that. Whoop.
Location Pages That Feel Truly Local
SPEAKER_01Location pages. Let's talk about location pages. If they're not done right or they're done the 2016 way, they're very thin. So, in other words, they just have home care in St. Louis, Missouri, and then we provide home care in St. Louis, Missouri. Here are all our services, and there you go. That is not how we write location pages anymore. What we do is we write them so that they have meaning. They talk about the services that are available in the St. Louis area, they talk about senior-friendly options, they talk about health care in the St. Louis area. They have meaning. They actually talk about things that are specific to St. Louis. So if you're going to build local pages, they need to be useful, not just the same page over and over again that just has a change in the town name. So they need to really say something different. So here is an example. Now, this is actually an office page. So it's even, I couldn't give you the whole page. You can look at these, you can see the name of the home care agency and you can go to this. So this is Pansy Home Care in West Hartford, Connecticut. So if you were to start at the top, you would see very specific information, their address, their registration number, their phone numbers, their facts. This is a landing page for a home care office or location. And then you see about Pansy Home Care and you see a map of where they are. And then if you were to scroll down the page, you would see all their services and their staff. You would see all kinds of things on this page. But at the bottom, we take it a step further. We talk about the health systems and hospitals near West Hartford and senior care and elderly resources near West Hartford. So when we build this page, we don't just build the identical page over and over again. We actually take the time to find out what services are appropriate for someone and what hospitals and urgent cares and non-competing senior services that we can list. We also list things to do. What are some senior-friendly options? Parks, senior centers, museum tours, I don't know, whatever it is, things that you could actually do with your senior in West Hartford or a caregiver could do. So that's what a location page should look like.
FAQs And Cost Answers Families Seek
SPEAKER_01Let's talk about content and AI. So AI Search has made a made complete, well-organized answers to real questions, even more important than it used to be. So when your website addresses the exact questions a family types into Google or Chat GPT, you become the source those systems retrieve and reference. So what we do is we have added, for all of our folks that are in SEO, we've added very long, robust, frequently asked question pages. These aren't just a giant list of frequently asked questions. They're divided into categories. So you have frequently asked questions about companion care, about personal care, about 24-hour home care, about our office, about so we have categories that we list so that the consumer understands what they're looking at, AI understands, and SEO understands. And these are some of the most frequently asked questions. How much does home care cost? Does Medicare pay for home care? Can someone stay with dad overnight? How quickly can care start? And what does dementia care include? If you go to a program called Also Asked, or you can just look on a Google search and see what other questions people ask. Right there on the screen. And the top ones typically are how much does home care cost in wherever location you're in? And does Medicare pay for home care? Those are the two top ones. There's several others. What's the difference between home care and home health care? Those are big frequently asked questions. Your website needs to be answering those questions on the frequently asked question page, on a static page, on a blog post. You can get that information out there in a guide that you offer in many different ways. But your website needs to start answering these questions. And this is not necessarily something we've never talked about before, but I know that people have a really hard time with how much does home care cost, because I know that you don't want to list your services, your costs on your website. I get that. So what does that answer look like? That answer is going to cite some of the sources that we can find nationally, which is like Care Scout, Gen Worth, and we're going to cite those sources because they're very up to date. But we're also going to say in this area of St. Louis or Connecticut or wherever you are, the range of cost is somewhere from $35 to $45 an hour. Now you want to make sure you're in that range somewhere or adjust the range, whatever. But give folks a range of how much hourly care costs and then give them an idea of how they can start care without breaking the bank. Maybe someone only needs four hours a day. Maybe they only need eight hours every three days, every other day, whatever it is. They don't have to start with 24-hour care right off the bat, usually. And if that's the case, then something that might seem like a big expense is less of a bite to take off. So it's just let's get started with just a little bit of home care, see how things go. So you need to expand on what how much does home care cost, teach people what they can do, teach people how they can pay for it. And that should all be on your website. All right. So here's just a couple of examples. Here's our frequently asked questions. So if you go to asnhomecare.com under our resources tab, you'll see frequently asked questions. So here are all the home care marketing and sales FAQs you could ever want in your whole life.
unknownI don't know.
SPEAKER_01Our approach, SEO, Google, and AI search leads, GoCare Pro Sales Training, Connecting Marketing and Sales, Expectations, Results, and Fit. All of that is here. On a home care website, it looks a little different. You have your senior home care, your companion care at home. And we might use an accordion or we might just say the answers right there. Also, behind the scenes, we talked about schema. There is schema code behind each of these pages that tells AI, tells Google search, tells other search engines, here is what this says. Here is the frequently asked question, and here is the answer. It's all coded behind the scenes as well as visible on the front.
Reviews And Proof That Build Trust
SPEAKER_01Trust is not one badge, it's a stack of proof. So you need to show real expertise, real credentials, real people, and real reviews. We're never going to get away from good reviews. You need to have them. And the best way to get a really good review is the minute you know somebody is really happy with your services, ask them for a review right now. So if you know that Mary is super happy about the care that her mom, Joanne, is getting, then you need to say, Hey, Sue, we would love it if you would leave us a review about our services immediately. You need to ask that, you need to have that done. As soon as you know they're happy, because if you wait until tomorrow, they will be unhappy. And they'll be unhappy because somebody was late five minutes or 10 minutes or an hour late, and you couldn't see that coming. No one could. And today, Sue's pretty ticked off. So asking them for a review in the moment is so important. And that's why we have a review program. And lots of our clients use it, and they have been able to get absolutely fabulous reviews by following some of the advice that we give right away. You don't have to be scared of getting reviews. If you get a bad review and it's from a caregiver, we can help you remove it. If it's from someone who's upset because they weren't hired, upset because they got fired, upset because they didn't get the hours they want, or they got too many hours, or whatever it is. That is not, that is a conflict of interest. That is not the person who should be leaving a review. It should be your clients and their families. So we can help get bad reviews, not always, but we can try to get those reviews removed. All right. So on our review page, we stack up everything we have, and you should too, even if it's just the Google reviews. But if it's Google Reviews and Care.com and Caring.com and a placeformon.com and Yelp.com, stack them all up in there. Wherever you have great reviews, let's show them. Sometimes we can't do an automated feed of those, but we can take pictures, we can rewrite them and put a link to the review from your webpage. So what we start with is 50 plus five-star Google Business Reviews and 50 plus video testimonials. So you can watch the testimonials right on YouTube, or you can go right here and read all of our reviews. We put that right at the top. And then if you scroll down the page, you can see there is a video right here. If you scroll down the page, you can see a selection of our reviews. So our video reviews. You can click on this one and it'll start playing, and you can play every single one in that playlist. Now, I understand that all of you don't have a million video reviews because of the nature of the business, but that doesn't mean that you can't add more attention to the good reviews that you have. Right here, we have five-star reviews from home care leaders. If you were to scroll through these, there's at least 50 of them, and these all come straight from Google. So you can stack all of this up. Now let's look at another website. This is Everlike Care. And again, these are screenshots. So we're not, I'm scrolling down the page here. So on the left hand side, you can see that they meet all the criteria of everything we just talked about, where they service, how to get a hold of them. They have two offices, and everything that you need to know about who they serve is right there and how to get a hold of them. But you can see this little top 100 sticking up out of there. That's a 2026 top 100 in best of home care. So if you are with Activated Insights, I want to say the old name, Activated Insights or one of those, even if it's care.com, Caring.com, they give out awards a lot. And you can put that award on the homepage of your website. You can make a big deal out of it or you can put it in the footer. I suggest that you lead with great reviews. So on their reviews page, if you were to go straight to their reviews page, you would see they have their Fresno office, they have their Bakersfield office, and then at the bottom or toward the middle of that reviews page, they have every award they've won over the last few years. And it's a scrolling, you can scroll through them. So they are very proud of the service they provided their caregivers, their clients, and they are a top 100 home care agency. And you think what you want about all of that to a consumer, this does mean that they're a trustworthy, a trustworthy agency that they can hire. So stack those reviews up from wherever they are. All right, every page should make the next step easy. Every page, not just the homepage, should say call, text, or chat, short form to fill out, or schedule a convert, schedule a consultation. If you're burying phone numbers on your pages, if they can't see anything, if they can't find, if they land on your companion care page, they should be able to see how to hold get a hold of you. So here's compassionate memory care at home. Up in the top, you can see the phone number, contact us, and right here in the middle of this page, contact us. So there's no doubt, and you can also see where they serve. So there's no doubt that you know how to get a hold of them, no matter what page they're on your website.
Careers Pages And Caregiver Recruiting
SPEAKER_01Oh, let's talk about recruiting caregivers. So we talked about a careers page. I see a lot of very shallow careers pages. And I know that you guys get most of you are back to the point where you have more people looking than looking for jobs, but a lot of times they don't qualify to work for you for whatever reason. But you do have a lot of people filling out the wrong form, calling the office all day that are looking for jobs. But I do think that your careers page should say more than just apply here. I think it needs to really talk about your mission, vision, and values. And this is just one example. This is another website that went live today or yesterday. But on their careers page, they really talk about if you love this work, you belong here. This is a really nice way. And this image right here, of course, is AI, but we put their logo and use their colors, and then you can view their openings. And then if you scroll down the page, you can see this isn't a really long page, but at least you get a sense of who they're looking for and what kind of qualities that person should have. And you get two things apply now or reach out with questions. So they really have covered this nicely. I've seen much longer careers pages that also do a great job of explaining what that company is looking for. All right. Are we still doing good? Everybody's still around. Okay.
Mobile Speed ADA And Profile Consistency
SPEAKER_01Mobile first means mobile is the real website. Your website is not what you're looking at on the screen right now. You're unless you're on your mobile phone. Your website is what everybody sees on their phone. So, yes, you have a desktop website. Everybody has a desktop website in 2026, but I need you to look at it on your phone. And if on your phone it looks bad, it doesn't load fast, it's not scrolling properly, there's something wrong with the navigation, it's cutting stuff off, then you have to fix your website. You have to fix that. Everybody is on a mobile device, so they're sitting at the bedside of their loved one in the hospital or in the rehab, and that person's about to get discharged and they're handed a list of home care agencies, and you're on the list. That's great. But when they go to your website, is it showing up? Does it look okay? Can they find the phone number? If none of that is happening for them, they're moving on. Because if that's what your website looks like, then what does your business look like? Not fair because you could be an amazing home care agency, but that's exactly what's happening in their head. They don't know you, they don't know anything about home care. If your website comes up janky on their phone, they're out.
unknownOkay.
SPEAKER_01Let's talk about performance. And I just I've mentioned speed a couple of times. Let me see if it's the next slide. Oh no. So here is performance. You should be an A rating on mobile, not an A rating on, yes, an A rating on desktop. But notice that this is GT metrics. Notice that this GT metrics grade is an A on mobile. You need to make sure that your website is an A on mobile. It should be fast. On a mobile phone, on an old mobile phone, a iPhone XR. It should be fast loading. So when you have an A rating, that's great. You can see that this website is almost fully loaded in 1.4 seconds. They can actually time to interaction. Time that means how long does it take for them to be able to click a button on your website? One second. Time to interactive is one second. They can click a button. Time to fully load, 1.3 seconds. That is what you're looking for in website speed. And you need to make sure that is a mobile test, not just a desktop. Okay, designed for older eyes, busy hands, and stressed brains. You need to make sure that you have ADA on your website. I think everyone probably does by now, but even building the website, big, easy to read text, not huge, but big, easy on my eyes. I'm 55 years old. I wear reading glasses. If your website has tiny text, even with my reading glasses on, I'm gonna skip it because I'm not gonna stress out over reading whatever is in tiny print. Adult children are probably of the Gen X or millennial age. Some are boomers, old young boomers, and they need you to have a website they can read and understand. Please have ADA options on your website. And you're think of it this way everyone you deal with. With, it's probably has every client of yours probably has a disability, right? That's why you're there. It makes sense that you would have ADA on your website. Your website and Google Business Profile should tell the same story. I see this a lot where it's the phone number's wrong or the website is going to the wrong page, or it's just old and no one has paid attention to it for a long time. But if you go in and refresh it once in a while, at least check to make sure everything's right because Google adds stuff that you can add to your website all the time. Now we can add all of your services. Your services that are listed on your Google Business profile, at least behind the scenes, should match exactly what your website says. Your hours should match what your website says. Your phone number should match what your website says, and your service area. If you serve 500 counties, they should be listed. All of that is really important.
WordPress Versus AI Built Platforms
SPEAKER_01All right, WordPress versus AI, which one should you do? I'm going to tell you right now that it doesn't matter at this point. It does matter a little bit. I would stick with your WordPress website. And the reason I would stick with WordPress is because although people are going to start saying, Oh, you need to build your website with AI, I'm not opposed to that. But there's so much that you can't control and only they know about in a website that is AI built, you can't see it and you don't know what questions to ask. And that's the problem. It's too new. And so maybe you do have a beautiful website. But if you don't know to tell Claude Code certain things about the build of your website and make sure they're there, they won't be there. So, in other words, things could be missed and you'll never know it in a million years. With WordPress, I'm not saying that anybody here is a WordPress expert except for maybe us. You've never built a website, you don't know much about what goes on with WordPress. But it's easy for another web developer to go in the back end of your website and say, huh, I wish they would have done this. Or we can run an audit and see that there are some things that aren't turned on or aren't well. We have audited sites and found that someone never unchecked the little checkbox that says allow Google to index this website or or stop. Do not allow, there's a checkbox that says, do not allow search engines to index this website. And while your website's being built, there's a checkbox there because we don't want anything to be indexed until we're done and we make it live. But if that checkbox isn't unchecked, your website is not being indexed by Google, and that is bad. We've seen websites that are like five years old that have never had that box unchecked, and it's crazy. It happens. But at least somebody can see that. With AI, I can't see that. And you can't either, unless you're a cloud code expert. So AI is a building method. It is not a business asset category. A WordPress website can use AI tools. A proprietary AI builder can produce an excellent result as well. The technology label alone tells you nothing about whether the site will serve your business well. So until we have a better understanding or you have a better understanding about what to look for and what not to look for, I'd say WordPress is just fine. Five years. Sorry, we have a couple of questions. Okay. You finish your thought. Go ahead. Okay. Five years from now, I'm probably going to tell you that it's easier, cheaper, and faster and better to build your website with AI. Maybe not even five years, maybe a year from now. But you do not need to rebuild your website just because AI is becoming popular. I will tell you if you want to see an AI built website, ours is built with AI. Our website, asnhomecare marketing.com, was just rebuilt with AI. And it took a while. It's not like we just said rebuild our website. It was a lot of back and forth with Claude to get it the way we wanted to get it. And it's still not exactly what I would like, but it's pretty good. It's pretty darn good. And that was an exciting thing to do. And we've built a couple of other websites with AI. However, not client websites. It's okay to do it, but please make sure that you're working with someone who's not just throwing a website up there because that's really easy. It needs to be thought through. Okay.
Social Media And Google Hours Q&A
SPEAKER_01What's the question?
SPEAKER_02Okay, we have two. The first one is you're focused on the website. We do most of our daily activity on social media. Are social media activities captured by FCO and AI?
SPEAKER_01They are. So there's a couple of things. I am going to speak about this globally and then from our clients' perspective. Yes, if you have, by the way, Google Business, your Google Business Profile allows you to add your social media accounts, not all of them, but a certain number of them or certain ones to your Google Business profile. If you go log in there, that's a newer thing. You can add those in if you want to. You don't have to. But if you do, that's good news. You should do that. And especially if you are very good at being on social media a lot. And yes, if someone is specifically looking at your overall what you guys do out there, AI is going to pick up on the fact that you also have a Facebook page and a LinkedIn page. That's great. Social media is wonderful. The typical human person might not pick that up. They might see you on Facebook, maybe, but if you have a newsletter that goes out that also highlights all of that amazing activity you're doing in the field, that is what's important. So if you blog post, you don't have to do all of them. You blog post some of your activities. That's great for your website, great for SEO, great for location, great for AI. Those are good things. And you can hire somebody to do those things for you if you don't have someone to do them. We do that all day. And once that's blog post, that's a nice part of your record out there in AI world. Yes, AI does pick up on social media stuff, but your website is the hub for everything. So please do a fabulous job on social media, but also consider that your website is your representation. That's where the clients are going to go first. That's where your lead is going to go to read more about you. And they're going to click on that blog and seeing all of your community outreach on that blog is really important because they may not even know, they may not use Facebook or LinkedIn or whatever, Twitter or probably not Twitter. If we're talking about age groups, Facebook and LinkedIn are your two most important, but they may not be on TikTok where you do your TikTok videos. So please make sure it ends up on your website too. And then in your newsletter as well. You should do a monthly newsletter. They are not dead. They are very important. Okay, what's the next question?
SPEAKER_02On our Google business page, should we list office hours or that we caregiver 24-7? We do answer our phones 24-7.
SPEAKER_01I prefer 24 hours a day, seven days a week. And the reason is that if you go to it's let's see, at 6 p.m. tonight, if you were to go to my Google Business profile, you would see that we're closed. If I am looking for home care at six o'clock or seven o'clock at night, and you have your office hours listed at 9 a.m. to 5 p.m., you're gonna have three others that are gonna come up that are gonna say open, and yours is gonna say closed. You are open 24 hours a day, seven days a week. You are. Your office might not be, but someone's answering that phone or they should be.
SPEAKER_02So I think another reason for that is people have been burned by home care. And if I've had several home care agencies and my mom needs 12-hour overnights that start at 7 p.m. And I go to your Google Business Profile and you're closed, I'm not gonna even call you, even call you for those overnight shifts. So I think 24-7 is really important.
SPEAKER_01Yes. Please don't get caught up in the fact that your office doors are locked after 5 p.m. Don't get caught up in that. That doesn't matter in home care. It probably matters at TJ Maxx, but it does not matter in home care. You are open 24-7. Your website should say that, and your Google Business Profile should say that. Otherwise, your competitors are just picking up any of those after hour clients always. And on Saturdays and Sundays, they're picking them up.
unknownOkay.
SPEAKER_01Let's see. Just to finish up this slide, the wrong question is was this website built with AI or was it built with WordPress? Pretty much everybody's website's going to be built with WordPress. I know there are a few others out there, like Duda and some other ones that everybody raves about. Everybody's got their preference, but WordPress is probably at least 80 or 90% of the websites built out there. It's an easy CMS to use, it's easy to get into the back end, and it's easy to diagnose and fix errors because your web developers, up until this day, have all been well-versed in WordPress. It's okay to have a WordPress website today and a year from now. What is even more fun and is that if some of your operations or the things that you're doing start to be slowly but surely, you're assisted by AI. You're never, I would never in this industry recommend that it's all AI. That's ridiculous. This is a human experience. But let AI trickle in just a little bit at a time and help you. Okay. The right questions to ask are who owns the website, the content, the images, and the data? You need to ask that question because we come across a lot of folks who don't know if they own the website, the content, or they're locked into some kind of weird contract that keeps them from taking their website with them. Ask that question before you sign a contract. When is this website going to be mine? Is it a year from now or is it the day that it's finished being built? Because there are different answers, and you'll be surprised at what you hear. It should all be yours day one. Can the site be moved to another provider? You should be asking that. And how long do I have to be with you before I can move it? What if I don't like you in three months and I want to move my website? Can I do that? Ask what the terms are to get out of your contract. Can we control SEO, schema, and redirects ourselves? You can. Absolutely, you can. You should be able to if they tell you no, that's weird. But most of our clients never want to touch that with the 10-foot pole. But we do have clients that want to do that sometimes. And by all means, it's your website. We'll give you the login. Can it integrate with forms, CRM, and tracking tools? It should be able to do that. All of our websites integrate with whatever tools you want to use on it. We have our own that we always put on there and recommend. But if there's something else you need, that's okay. Can it grow as our service area grows? That's a great question. Can I add more location pages? How much does it cost? Can I add more service pages for those locations? How much does that cost? Is it free? What do I should I expect if I open up another office? How much am I going to have to pay to have that represented on my website? Or is it nothing? And then the answer probably depends on a lot of things. But you need to make sure you own your content, your pictures, and everything right out of the gate. Your website belongs to your business, your content, images, files, data, and databases. It's all yours. If it's not yours for a year, think about what you're doing before you pull the trigger on that contract.
SPEAKER_02Okay.
Tracking Privacy And Website Ownership
SPEAKER_02We've got another question. What information can be obtained from someone browsing our site?
SPEAKER_01What information can be obtained from someone browsing our site? What do you mean?
SPEAKER_02I think what he means is can you figure out their email address or who they are or what pages they were on?
SPEAKER_01So there are privacy. Everybody should have a privacy or cookie banner, cookies, privacy, whatever. And it depends. Did the person browsing your website give permission? Did they not give permission? What is it that someone browsing your website has allowed you to do? If you're in California, those laws are way stricter and weirder than any other place in the country. So if you were, for instance, to look at the bottom of our website, we have California law, we have privacy, we have terms of use, and on all of your websites that we've built for you, we have all of that as well as a cookie banner that pops up. If it's not the first time you've ever been there, it won't pop up. You've already done something. Go to an incognito browser, look at your website, see what the pop-ups are. There should be an ADA little guy or a or wheelchair in the on the side somewhere. There should be an AD, it should be a cookie compliance thing that pops up at the bottom left, usually, or across the bottom. And then you can choose what things you want to keep private and what you don't. So what someone decides to give you permissions on is what we can find out about them. I hope that answers that question. Let's see. Okay, WordPress plus manage partner versus a proprietary AI website builder. Okay. We obviously anybody pretty much right now who builds websites can do any of these. So what to compare? There is no winner here. I'm just going to give this advice. If you're going to let somebody build your website with AI, that's fine. Just remember that many people don't know what to ask unless they've already built a few AI websites. They don't know what to put into the website. There's no plugins that you can just add to an AI website. It's all HTML code. There's also ones that are built and they're just coming up as JavaScript on the back end. You don't know any of this, but Google can't read that. So it's just you don't know what you don't know. And the only way to know learn all that is by talking to people who have built a few AI websites and know what's important to their clients, especially in the home care arena. So match the platform to your growth plan, your team's capabilities, and critically your contract terms. Make sure you ask every platform provider the ownership and portability questions before you sign. AI websites are definitely portable, like you can move them, but it's not as easy. With a WordPress website, we can wrap it up in a pretty package and tie it with a bow and toss it over to you, and you can take it wherever you want. That's not exactly the same with AI websites. So be very careful there. So launch speed, WordPress with a managed partner. That would be something we do. Fast with great hosting. A proprietary AI builder, usually those websites are going to be really fast, super fast, because they are not bogged down with some of the things that WordPress requires in order to operate. Ownership and portability, ask. SEO and schema control, strong for us. It it AI, when you build it with AI, it varies. Custom integrations, WordPress is a very strong ecosystem for that because of all the plugins and the 20 plus years of having WordPress. An AI builder, it might be limited. It just depends on what AI you use. And I'll tell you, building a website with AI is not free. It is not free. It costs money, a lot of money. Not, you may not know this, but tokens that are used to get this right is insanity. And I know there's ways around that, but it is not free to build on AI. Ongoing maintenance. We've been maintaining WordPress, and most of your WordPress developers will tell you we've been maintaining WordPress websites for a gazillion years. And it's if your provider's a good one, they will always have security built in and be updating and doing all those things. And then for an AI builder, that is proprietary provider managed. So, in other words, if you need an update to your website, there may or may not be a back end that you can log into. There should be, but you're not going to be able to see everything you can see with WordPress. It's just a little bit more complicated. Best fit. You can always have the same site rebuilt with AI later if you want to. Proprietary AI builder is a simple, fast brochure or test. So in other words, if you just wanted to throw up a couple of pages of a website just to see how it would look, go ahead and use AI. But if you want one that is scalable at this moment in time, not a year from now, but this moment in time, I would stick with your WordPress website. WordPress does not automatically mean fast, secure, or well managed. The provider quality matters just as much as the platform. We are insane about the quality of our websites and maintaining them for you. And we're not going to disappear overnight cousin Eddie will. So if you are, if you're choosing a provider, choose one that has longevity in the market and is going to be there for you either today or five years from now. And they're not going to disappear. And you're not going to be left with a website that is broken and no way to fix it. We see that a lot. So the quality of the person you hire or the team you hire is just as important or most important for your WordPress or your proprietary AI. Anyway, we will be recommending AI websites in the future, but it is a future thing to consider. And in the meantime, we will be building a few AI websites so that our team knows exactly how to build those, incorporate everything we would have normally done for a website on WordPress, and then we will launch those websites. But it takes some time to learn and do the right thing by your client. AI should accelerate your website, not replace your agency's brain. Good uses of AI include content briefs, first drafts, frequently asked questions, metadata, title tags. You can use ChatGPT for a lot of cool stuff to really enhance your SEO and do some things, but just slapping up content is called AI slop. And you do not want to do any of those things. You don't want to publish hundreds of city pages. You don't want to just copy off somebody else and put it on your website. You don't want to let things go unreviewed. You want to make sure that a human person reviews what is actually on your website. All right, rule of thumb: AI can do a draft for you. Your agency must verify, localize, differentiate, and approve.
30 Day Website Improvement Sprint
SPEAKER_0110-minute website self-audit. So we've gone over a lot of stuff. And this is one to take a screenshot of. Does your mobile homepage pass the five-second test? Is your phone number and primary call to action available on mobile? Can you see it without scrolling? Each major service has its own useful dedicated page. You're not just listing services, you're talking about them. Service area is clear. I know what area you serve. And I might be outside or I might, I know that I'm inside that area. Real local pages, not AI slop. Recent reviews and testimonials absolutely should be visible on the homepage and on your testimonials page. Caregiver recruiting has a dedicated path, not just a link in your footer. Important pages load quickly on a phone. Google Business Profile is matching what's on your website. Useful, frequently asked questions and guides answer real family questions and you know who owned your website, data, and domain. And it should be you 100%. All right. 30-day website improvement sprint. Do a little audit of all these things we've just talked about. Look through whatever it is you want to look through as far as Google Analytics, Google Search Console. Get to know your website a little bit. And then week two, convert and make sure that you work with whoever it is that's managing your website, whether it's us or someone else. Send them a list of things that you like to change. And do not go to ChatGPT and say, list everything you would change about my website. You know why? Because it will not want to disappoint you. And even if your website is stellar, it's still going to tell you a bunch of ridiculous stuff that you should change. And then you're going to want those changes made. And it's a like a five-hour set of changes. You don't know that. You're just sending us what ChatGPT told you that you needed to change. And many of those are unnecessary. So please be careful when you're sending change requests over, don't just send a list of AI changes. AI ChatGPT said we should do this because also Chat GPT cannot read the back of your website when you ask it a question like that. It can when it's doing its backend stuff. But when you ask it a question, it'll audit my website. Tell me what's wrong with it. It will tell you always, from your chat perspective, that it does not, that your website does not have any schema code on it. And I will, and it does. Or it might, and maybe it doesn't. But what you need to do is you need to right click on your homepage of your website. And copy and paste all of that HTML that makes no sense to you and then give it to Chat GPT and let it tell you what it found. And even then, sometimes it's wrong. So be very careful with your website provider when you just send a list of random stuff that ChatGPT recommended. Chat wants you to be happy. So they're always going to find something, whether it's real or not. They make up, it makes up stuff. Week three, expand. You should be expanding your service pages, local pages. And week four, connect. Make sure that everything is connected. You have that schema. You have Google Business Profile, it's the same. All the things are working and connected. We do this for all for our clients. So there is no 30-day website improvement sprint. We've already done all of this. However, if you don't have a good web provider, you might think about doing some of these things with your current website provider. Here are a list of our services. The website works hardest when the rest of the growth system connects to it. So GoCare Signal is our search and AI visibility. That's SEO and AI. GoCare Local is all the social media stuff. GoCare Pro is our sales training. The ASN Spark CRM is the CRM that we offer. And reviews and reputation comes along with that ASN Spark CRM. All of this should work together. I hope you guys got something out of this. You do not have to have an AI website. Maybe next year, maybe in a couple of years. But build for people first, then do SEO and AI search as one foundation. Make sure your pages are written for this. The pages that we write on our websites currently today are written for AI search and for humans and for SEO. Own the asset. Make sure you choose a partner in a platform that you fully can control and move when you want to. And that's pretty much my whole. Oh, here's 10 questions to ask before signing a website contract. You can screenshot this. I'll also be sending this out to everybody, not the PowerPoint, but the website the video, so you'll be able to see all of this again. And then here's a little search term, set of search terms. You can use that with yourself, anyone. If you're not sure what a CTA is, it's a call to action, core website vitals. I know all of this is a little confusing.
Final Questions And Closing
SPEAKER_01Does anybody else have any questions about AI search? Is there anything I didn't cover that you are dying to know? I don't think so. Maybe. What are you dying to know? Anybody? When are the robots going to take over? Yeah, that. I do want to know that. Ten years. We got 10 years, people. We all gotta make money for the next 10 years. No, I don't know. I don't know when AI robots are gonna take over, but who knows? It might it someday, maybe not in our lifetime, maybe the elder care caregiver crisis will be over. We'll just have robots taking care of everybody. I'm not sure. That seems creepy to me. Yeah. Super creepy. Like they're just gonna turn on you or something. I don't know. Yeah, exactly. Anyway, but yeah, so if nobody has any questions, that's all I've got. Thank you so much. All right, thanks everybody. Talk to you soon. Bye.
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