How This Applies to Home Care Marketing
BOFU content is critical for home care agencies because it’s the content that directly influences hiring decisions. Families at this stage search for terms like “best home care agency in [city],” “[Your Agency] reviews,” or “home care assessment cost.” They’re comparing specific providers and looking for reasons to choose you.
High-performing BOFU content includes detailed service pages with clear next steps, case studies showing client outcomes, FAQ pages addressing cost and process concerns, comparison pages (“Home Care vs. Assisted Living”), and client testimonials. This content must answer specific objections and make it easy to take action.
Key Takeaway
Optimize your BOFU content for conversions, not just rankings. Clear pricing transparency (or explanation of why pricing varies), prominent phone numbers, easy form submissions, and social proof should all be present on pages targeting decision-ready searchers.