Local SEO for an Elderly Care Provider
Elderly care local SEO case study: positioned a WordPress elderly care provider as the default local choice for families researching in-home support.
Willowbrook Home Care
A regional in-home elderly care provider on WordPress serving five cities around the Raleigh-Durham area. High trust locally, low visibility for the exact queries adult children search when a parent needs help.
Industry
Elderly Care Provider
Focus
Healthcare SEO
The Challenge
The site had one generic services page, no city pages, and a GBP that didn't reflect the actual services offered.
Willowbrook Home Care
Families were finding competitors first during the most emotional decision of the year.
The Strategy
Rebuilt the site around care-decision intent
Restructured content around the questions families actually ask (cost, safety, hours, dementia-specific care) instead of generic service names.
Shipped city-level service pages
Built proper city pages for each service area with real staff, real testimonials, and city-specific proof.
Optimised the GBP and review flow
Aligned categories, services, and photos, then set up a compliant review request flow that respected family sensitivity.
Made enquiry frictionless
Replaced the generic contact form with a soft-entry callback request so families didn't have to fill out a formal form during a stressful moment.
Keyword Movement
| Keyword | Before |
|---|---|
| in home care raleigh nc | #16 |
| dementia care cary nc | not ranked |
| 24 hour elderly care apex nc | #28 |
| senior home care durham | #12 |
Representative results based on comparable engagements.
A well-meaning review push almost backfired.
An early review request template felt too transactional for the moment families were in. Response rate was low and one family flagged it as insensitive. I rewrote the flow to lead with gratitude and made the review ask optional and secondary.
Families now find us first, and they arrive already trusting us. Our intake calls got noticeably shorter.
Client name changed for privacy.
Ready to be the next case study?
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First audit call is free, no commitment.
What happens next
Typical engagement: 4-6 months. First deliverable in week 1: a full local visibility audit (GBP, citations, on-page, tracking) with a prioritised action list.