The Best Way to Promote Private Duty Home Care Services

Private duty home care services are one of the most in-demand but misunderstood offerings in the senior care market. While more families are seeking help for non-medical support at home, many agencies struggle to stand out or explain their value clearly. This article outlines the most effective strategies to promote private duty home care services both online and offline, using local visibility, strategic messaging, and compliant outreach methods.

Understand What You’re Actually Selling

Private duty care isn’t just “help at home.” You’re selling safety, independence, and peace of mind. Families are often overwhelmed, trying to keep aging parents at home without sacrificing their own time, work, or health. Your messaging should speak directly to that stress — not just list services.

Instead of focusing on “meal prep and light housekeeping,” describe:

• Support that helps mom stay in her home safely

• Help for families balancing care, work, and travel

• Caregiver visits that reduce stress and prevent burnout

When marketing, lead with outcomes and emotional clarity — not just tasks.

Create Service Pages That Target the Right Keywords

If your website only says “home care services,” you're missing out. Private duty care searches are specific. Use terms that match what families actually type into Google.

Examples:

• “Private duty caregiver in [City]”

• “Non-medical senior care near me”

• “Personal care assistant for elderly parent”

Each page should target one service and one city. For example:

• /private-duty-care-duluth-ga/

• /personal-care-services-johns-creek/

Include the keyword in the H1, page title, and meta description. According to Ahrefs, pages with specific, well-structured keywords rank higher and convert better than generic service listings.

Use Local SEO to Show Up in Search and Maps

Most searches for private care include a location — and Google shows map listings first. To rank well in both search results and the map pack, you need:

• An optimized Google Business Profile

• Consistent NAP (Name, Address, Phone) listings across directories

• Local reviews that mention private duty care

Encourage happy families to leave reviews that mention specific services like “bathing help” or “evening caregiver visits.” These keywords help your profile show up when others search for similar services.

For detailed instructions, see Moz’s Local SEO Guide.

Partner with Organizations That Families Already Trust

Your best referral sources already exist — they’re just outside your office.

Build relationships with:

• Discharge planners at hospitals and rehab centers

• Senior centers, churches, and aging resource networks

• Local pharmacies, DME suppliers, and medical transport companies

• Estate planning attorneys and elder law firms

Offer free resources like:

• “How to Hire a Private Duty Caregiver” guides

• Checklists for managing care at home

• Quick-reference flyers with your agency’s contact info

These partners aren’t just referrals — they’re credibility builders.

Run Compliant Google Ads Focused on Services and Location

Private duty care is a healthcare-adjacent service, which means you must follow Google’s healthcare advertising rules. Focus on intent-based search and location-specific targeting without assuming a user’s condition.

Effective ad copy:

• “Private Duty Home Care Services in Duluth”

• “Caregivers for Seniors – Flexible Scheduling Available”

• “In-Home Assistance for Elderly Parents – Serving Gwinnett County”

Avoid:

• “Help for your disabled mother”

• “Recovering from surgery? Call us today”

These can be flagged for personalization under Google’s healthcare policy.

Use landing pages that summarize services and offer a simple contact form. Consider HIPAA-compliant form tools like Jotform HIPAA or Formstack.

Add Video to Demonstrate Compassion and Professionalism

Video content helps families feel more comfortable — especially when inviting someone into their home. Create short videos that explain:

• What private duty care is and who it helps

• The kind of caregivers you hire

• How to schedule services or get a consultation

Post these on your homepage, Google profile, and social media. According to Wyzowl, 88% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

Use Facebook to Reach Adult Children

The adult child — not the senior — is often the decision maker. Facebook ads and boosted posts are still one of the most effective ways to reach them.

What to promote:

• Stories of families who got help

• Quotes from caregivers about why they love what they do

• Video walkthroughs of what a care plan looks like

Be careful not to include health conditions or personal identifiers. Ads should invite, not assume.

Boost posts within 10–15 miles of your main office, and target adults aged 35–64. This demographic includes adult children most likely to be managing care for a parent.

Simplify the Path to Booking Services

Most people are searching while stressed or overwhelmed. If your contact process is confusing or slow, they’ll move on. Make it easy to:

• Call your agency directly (mobile-friendly button)

• Request a callback within the hour

• Chat with someone live (HIPAA-compliant chat tools only)

• Download a simple services checklist

Many agencies lose leads not because they lack visibility — but because they make it too hard to connect.

Promote Private Duty Care as a Lifestyle Solution, Not Just a Service

Families aren’t just looking for tasks — they’re looking for peace of mind. When promoting private duty care, position it as a lifestyle enhancement:

• “Keep your parent in their home longer, safely and with support.”

• “Enjoy your time together as family, not just as caregivers.”

• “Relieve the burden without compromising independence.”

This approach speaks to the emotional needs driving the purchase — not just the logistics.

Tie It All Together with a System That Supports Growth

Promoting private duty home care services requires consistency. When paired with a structured marketing and outreach system like The Accelerator, your agency can build authority, generate inquiries, and convert more visitors into clients.

From SEO and Google Ads to outreach partnerships and video strategy, your efforts should work together — not in silos.