A family comparing home care agencies or assisted living communities already has your name before opening your Facebook page, and what they look for there is whether the place looks lived in: who is in the photos, what happened there this month, and whether anybody still posts. That look, plus caregiver hiring, is most of what social does in this field, which makes it worth doing correctly rather than daily.
Book a free consultation →By the time anyone opens your feed, a nurse, a neighbor, a friend at church, or a search has already put your name in front of them, so the feed is a check. It answers a different question from the other places a family looks. Your listing says where you are and when someone picks up. Your reviews say what other families thought. The feed is where a stranger can watch an ordinary week: for a community, the chair yoga class and the Friday cookout; for a home care agency with no building to show, the people, from the scheduler who will answer the phone to the caregivers in your shirts at a training day.
What that check turns up is rarely about care at all. A hiring post from two summers ago, still pinned to the top. A staff album in which half the faces have since moved on. An events calendar for a month that already happened. None of it says anything true about how your clients are looked after, and a family reads every piece of it anyway, because the question they cannot ask out loud is whether the people they meet this month will still be there in the spring.
Two other audiences read the same page. Caregivers do, before they apply: an aide deciding between agencies looks at whether the people already working for you seem proud, tired, or absent. In a community, some of the most faithful readers are the families of people who already live there, checking from a distance whether Dad made it to the music hour. They share what they see, which carries your name to their friends, and it is also why the consent rules further down are not optional.
So the job here is modest and specific: show real people on ordinary days, stay current enough that nobody wonders, and give an applicant somewhere to go. The inquiry itself usually starts on a search results page or a map, which is the ground covered by local SEO for senior care providers. The rest of the marketing picture for this audience sits on senior care marketing, and the general case for the service is on social media marketing.
A good share of this job is code on your own site, and it belongs in the build the same way the phone number does.
Asking families for those reviews is separate work, done person to person and timed around what a family is going through, and it is laid out on reputation management for senior care providers. If the pages underneath all of this need replacing first, start with websites for senior care providers.
There is no content calendar for sale here, for a practical reason. An outsider who has never met your staff runs out of true things to say quickly, and the gap fills with sunsets and quotes about aging gracefully. The daughter reading your page can tell, and so can the aide deciding whether to apply.
What we do instead is trim material that has to be written anyway. When a provider has ongoing search work with us, service pages, guides and answers are already being written: what respite care covers, the difference between companion care and personal care, what belongs in a care plan, how to talk to a parent who has already refused help twice. Say one of those guides answers ten questions a family keeps asking. That is ten posts, each one already approved by you and each pointing back to a page that answers the question in full. The writing itself is content marketing, usually carried by an SEO engagement.
Hiring is the other source, and in home care it is often the more pressing one. Those posts come from things that are true this week: the weekend and overnight shifts you need covered, whether you pay for home health aide or CNA training, how long a new hire shadows before working alone, a caregiver who just reached five years. Each post needs a place to send an applicant that works on a phone and never shows a shift that was filled last month, whether that is a careers page or a small openings board your scheduler updates between calls. Building the board is custom tools work.
One condition sits under all of it. Somebody inside the business has to send photos and approve captions, and in a care business that person is also the one covering a call-off at six in the morning. So the routine we write assumes a bad week: a post someone can finish from the parking lot, a short bank of captions you approved in advance for the weeks nobody has time, and no pretending that a plan built for a marketing department will survive flu season.
Here is what separates you from a roofer with an Instagram account. A roofer's worst social mistake is a boring post. Yours is a disclosure.
Where we fit is making those rules easy to follow: consent tracked with the photo instead of in somebody's memory, a caption routine that includes a look at the background, an approval step that takes a minute, and one login that does not walk out the door with a staff member. Your counsel and your state rules decide what the rules are. We build to them, and we are not the ones to write them for you.
Kelly WM has no monthly social price: no posting subscription, no per post price, nobody assigned to your inbox. The work lands in one of four places.
Paid social is the exception: it gets priced flat, after a free consult, and only for a goal that needs to reach people who are not searching yet. In this field that is usually caregiver recruiting, since the best aide is often employed elsewhere and not looking. Our paid work starts with Google Ads, because a family looking for care is already typing. Two platform rules shape any feed campaign here: Meta requires job ads to run in a special ad category that rules out choosing people by age or gender, and an ad for an apartment in a senior living community can fall into its housing category, which carries the same kind of limits. Ad spend goes on your own card.
Ongoing work runs month to month. The accounts sit under your organization's email, and the site and the writing belong to you. The free what should you pay tool prices the build and the search work, not the social pieces, and the website pricing and SEO pricing guides show what pushes each figure up or down. A weak website can start with a free homepage mockup.
What we turn down, in writing, so none of it surprises you later.
Kelly Webmasters and Marketers is Orlando-based and has worked with local service businesses nationwide since 2008. The method behind the site side is on how we build, and the free tools are a fair place to start. When you are ready, request a quote, or call or text (407) 694-2055.
Warmly, and without confirming anything. Even a reply saying how much you enjoy having her mother with you tells every reader that the woman is in your care. Thank the daughter without naming anyone, then move the rest to a private message or a call. If the comment itself shares something medical, most platforms let a page hide or remove it, with a quiet note to her explaining why. Put it in the written routine so nobody has to decide it alone on a Saturday.
Yes, once written consent for publishing is on file, signed before the post goes out by the person or by whoever holds the legal authority to decide for them. A group shot needs that from everyone identifiable, not only the person in the middle. Consent can be withdrawn, and when it is, the photo comes down from the site and the feeds alike, which is far easier when the release is filed with the picture instead of in somebody's memory.
In practice, yes. A photo from a client's kitchen can show a face, an address on the mail, or a pill organizer just as easily from her phone as from yours, and it tends to come from pride rather than carelessness. That is why the fix is a short written rule everyone reads at hire, not a scramble to get a post taken down: what may be photographed on shift, what never may, and who to ask when it is not obvious.
Facebook first for most agencies and communities, since it is where plenty of family members and hourly caregivers already look up a local business. LinkedIn is worth keeping current when referrals come through hospital social workers, rehab facilities or placement advisors, because that is where those professionals tend to check you. Instagram earns a place for a community with daily life worth showing, and far less for an agency whose work happens inside clients' homes, where most of it cannot be photographed anyway.
A flat quote after a free consult, not a monthly price. Cleanup means finding every page that carries your name, including the one an old activities director started, folding duplicates into one, correcting names, numbers and hours, and moving every login onto your organization's email. The quote follows how many pages turn up and how tangled the access is. The pieces that live on your website are priced inside a custom site build, $3,500 to $12,000+ one time.
Social Media services · Senior care providers: industry overview · SEO for senior care providers · Local SEO for senior care providers · Websites for senior care providers · Google Business Profile for senior care providers · Reputation management for senior care providers · What should you pay? (free tool)
On a free consult we will open every profile with your name on it, point out what a family or an applicant would read as a warning, flag any photo that needs a signed release behind it, and tell you honestly whether social belongs ahead of anything else competing for your budget. Call or text (407) 694-2055, or email [email protected].
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.