Home Care Marketing Agency
Get Found by Families Who Need Care — and Turn Them Into Clients
One team for your website, Google Business Profile, social media and Meta ads, built only for home care agencies. Every channel connects to fast follow-up, so the inquiries you pay for become booked assessments.
Reporting on calls and assessments, not just clicks
Founded by an RN and former agency owner
Home care only
What does a home care marketing agency do?
A home care marketing agency builds and runs the online presence families use to choose a home care provider. At CareOpsHQ that means four connected services: a website built for search engines and AI answers, Google Business Profile management, social media marketing, and Meta (Facebook and Instagram) ads. Each one feeds the same follow-up system, so new inquiries get answered quickly and move toward an in-home assessment.
Last reviewed: October 2026 by Magna Johnston-Bucknor, RN, founder of CareOpsHQ and former home care agency owner.
Families are searching. Are they finding you?
When a parent falls or comes home from the hospital, the family searches Google, checks reviews, looks at Facebook and increasingly asks AI assistants for recommendations. If your agency isn’t showing up with a clear, trustworthy answer, the call goes to someone else.
You're invisible online
An outdated website, a thin Google profile and a quiet Facebook page tell families little about why they should trust you.
Marketing isn't your job
You’re already covering shifts, hiring and handling client needs. Posting, ads and website updates keep sliding to next week.
Generic agencies don't get it
You’ve paid marketers who didn’t understand home care, client privacy or why a referral from a discharge planner matters more than a “like.”
Good agencies shouldn’t lose families to competitors simply because they’re harder to find. You deserve marketing that works as hard as your caregivers do.
Marketing from people who've run a home care agency
CareOpsHQ was founded by Magna Johnston-Bucknor, a registered nurse with more than 25 years of experience who owned a non-medical home care agency in Maryland for six years. She learned what families look for before they call, what makes a referral partner trust you, and how many leads are lost simply because no one answered.
Four services. One growth system.
Websites for SEO & AI search
Google Business Profile
A complete, active profile that helps you appear in local map results, with reviews handled the right way.
Social media marketing
Meta ads
Service 1
Home care websites built for SEO, GEO and AI visibility
Straight talk : no honest company can guarantee a #1 ranking or a mention in ChatGPT. We build the foundation that earns visibility and report what actually changes.
What's included
- Mobile-first design with large, readable text for older family members
- Service pages for the care you actually provide, written answer-first
- Service-area pages with genuinely local content, not copy-and-paste city pages
- Structured data (schema) that matches what’s on the page
- Check that Google, Bing and AI search crawlers can reach your site
- Page speed tuned to Google’s Core Web Vitals targets
- Click-to-call, assessment booking and lead tracking on every page
- Founder and caregiver credibility shown with real credentials
What's included
- Profile setup or cleanup, verification support and correct categories
- Services, service areas, hours and a description written for families
- Real photos of your team and office (no stock images)
- Regular Google posts and answers to common questions
- Automated review requests to every client family you serve
- Privacy-safe responses to every review
- Matching listings on Bing, Apple Maps and key directories
- Monthly report: calls, website clicks and direction requests
Google Business Profile management for home care agencies
Done the compliant way: no honest company can guarantee a #1 ranking or a mention in ChatGPT. We build the foundation that earns visibility and report what actually changes.
Service 3
Social media marketing that builds trust
What's included
- Monthly content calendar for Facebook, Instagram and LinkedIn
- Educational posts for families written with nurse insight
- Caregiver spotlights and recruiting posts
- Referral-partner content for professionals on LinkedIn
- Branded graphics and short video guidance
- Profile optimization so every bio says the same thing
- Monthly reporting on reach, engagement and inquiries
What's included
- Profile setup or cleanup, verification support and correct categories
- Services, service areas, hours and a description written for families
- Real photos of your team and office (no stock images)
- Regular Google posts and answers to common questions
- Automated review requests to every client family you serve
- Privacy-safe responses to every review
- Matching listings on Bing, Apple Maps and key directories
- Monthly report: calls, website clicks and direction requests
Meta ads for home care: client and caregiver campaigns
Meta ads for home care: client and caregiver campaigns
We run two kinds of campaigns: family-facing campaigns that drive calls and assessment requests, and recruiting campaigns that bring caregivers into your hiring pipeline.
Maggie — 24/7 AI receptionist
Reputation management
Boots-on-the-Ground
Meta ads for home care: client and caregiver campaigns
Book a strategy call
We build your foundation
We manage and report
7 questions to ask any home care marketing company
| Ask this | Why it matters | Our answer |
|---|---|---|
| Do you only work with home care and senior care? | Home care has its own buyers, referral sources and privacy rules. | Yes. Home care and healthcare organizations only. |
| Who owns my website, domain and Google profile? | You should never lose your online presence if you leave. | You own your domain and Google Business Profile; we work with manager access. |
| What do you report each month? | Likes and impressions don't pay payroll. | Calls, inquiries, booked assessments and cost per lead. |
| How do you get reviews? | Fake, filtered or paid reviews violate FTC rules and Google policy. | Consistent requests to every client family, never gated or incentivized. |
| Do you guarantee rankings or AI mentions? | No one controls Google's or AI tools' results. | No. We guarantee the work and report honestly on results. |
| How do you handle client privacy? | Posting client details without authorization creates real risk. | No client identifiers without written authorization. |
| What happens after a lead comes in? | Slow follow-up is where many paid leads are lost. | Instant follow-up by phone, text and email, including after hours. |
Measured by families served, not vanity metrics
Phone calls and form inquiries
Booked in-home assessments
Cost per lead and per assessment
Google profile calls and direction requests
New reviews and average rating
Visits from AI assistants and search
FAQ
Questions about home care marketing
Most agencies grow from a combination of a strong Google Business Profile, a clear website that ranks for local searches, steady reviews, relationships with referral sources such as discharge planners and social workers, and fast follow-up on every inquiry. Paid ads and social media add reach, but they work best when that foundation is in place.
SEO builds over months, not days. Timing depends on your market's competition, your current website and how many reviews and local mentions you have. Google Business Profile improvements and ads can produce inquiries sooner while your website's search visibility grows.
AI assistants draw on search results and on what other trusted sources say about your agency. The same steps that help in Google help here: a crawlable website with specific, accurate answers, a complete Google profile, consistent listings across directories and genuine reviews. No one can guarantee an AI mention, and you should be wary of anyone who does.
They can, especially for reaching adult children in your service area and for caregiver recruiting. Meta limits some targeting and tracking for health-related and employment ads, so campaigns need to be set up around those rules and measured by calls and assessments in your own system.
Often, yes. We start with a review. If your current site can be fixed, we improve it. If it can't be made fast, crawlable and easy to update, we'll explain why a rebuild is the better investment.
We ask to be added as a manager. Your agency remains the owner of the profile, so you keep control if you ever change providers.
No. Ad spend is paid directly to Meta from your account, and our management fee is separate. We'll recommend a starting budget based on your market and goals on your strategy call.
Yes. If you haven't opened yet, we can help with licensing preparation, policies and procedures, setup and coaching, then launch your marketing when you're ready. Learn about starting a home care agency.
Ready to be the agency families find first?
Book a growth strategy call. We’ll review your online presence and show you exactly where families are finding competitors instead of you.
Or call (240) 750-6617 · 12 South Summit Ave., Suite 100, Gaithersburg, MD 20877