2015 the home care agency of the future turning your website into your #1 referral source

1 | Turning Your Website Into Your #1 Referral Source |Derek Jones, ClearCare Online
The Home Care Agency of the
Future & 10-Steps to Turn your
Website into your #1 Referral
Source.
Presented by: Derek Jones, ClearCare Online
Like this presentation? @Clear_Care

About ClearCare
ClearCare. Helping Heroes Like You
Lucy Andrews
Agency Owner – Sonoma, CA

#1 Home Care Software for Private-Duty
Confidential | ClearCare Online | 2015

About Me
• Sr. Director at ClearCare Online, San
Francisco
•
• Previously VP Marketing for a private-duty
franchise brand with 250+ locations
• Managed 700 client regional private-duty
agency in PA
• Launched 75 new offices with <5% failure
•
•
•

•
•
• Internet-based revenue for private-duty home care:
• Private Duty: #1 referral source for 17% of agencies
• Home Health: 82% of families will visit your website even
when the discharge recommends a specific agency

Why Internet Marketing?
•
•
• Internet-based revenue for private-duty home care:
• Private Duty: #1 referral source for 17% of agencies
• Home Health: 82% of families will visit your website even
when the discharge recommends a specific agency

Tool This Presentation: www.clearcareonline.com/pha

Tool 10-Steps to Turn Your Website Into your #1 Referral Source:
http://bit.ly/1z3glUj

12 | Turning Your Website Into Your #1 Referral Source |Derek Jones, ClearCare Online12
Step 5: Review Purchase Journey
Step 3: Simple Website
Step 7: Trio of OffersStep 6: Blog
Step 1: Innovation Framework
Step 2: Lifetime Value
Step 4: Website Analysis
Step 8: Google + Business Page Step 9: Social Media
Step 10: Commit time or hire a firm

13 | Turning Your Website Into Your #1 Referral Source |Derek Jones, ClearCare OnlineTool Lifetime Value of a Customer Worksheet: http://bit.ly/ltv411
Lifetime Value of a Client
$10,300

Tool Use code CLEARCARE15 for 20% off

16 | Turning Your Website Into Your #1 Referral Source |Derek Jones, ClearCare Online16

Innovation
Radar
Customers
(WHO)Presence
(Where)
Offering (What)
Process (HOW)
Platform
Solution
Customer
Experience
Value
CaptureOrganization
Supply Chain
Networking
Brand
Radical DifferentiationRadical Differentiation
Substantial DifferentiationSubstantial Differentiation
Incremental DifferentiationIncremental Differentiation
No DifferentiationNo Differentiation

Innovation
Radar
Customers
(WHO)Presence
(Where)
Offering (What)
Process (HOW)
Platform
Solution
Customer
Experience
Value
CaptureOrganization
Supply Chain
Networking
Brand

Innovation
Radar
Customers
(WHO)Presence
(Where)
Offering (What)
Process (HOW)
Platform
Solution
Customer
Experience
Value
CaptureOrganization
Supply Chain
Networking
Brand
Uberization of Caregivers, that’s radically different

Tool Test your website/collateral: www.fivesecondtest.com

Innovation
Radar
Customers
(WHO)Presence
(Where)
Offering (What)
Process (HOW)
Platform
Solution
Customer
Experience
Value
CaptureOrganization
Supply Chain
Networking
Brand

The Internet Has
Changed The Sales
Process Forever

Why invest in internet
marketing?
•Purchase Journey = 13 Months
•10 Different Humans are Consulted
•5 of the 10 are further researched online

SERP 101

Innovation
Framework
Customers
(WHO)
Presence
(Where)
Offering
(What)
Process
(HOW)
Platform
Solution
Customer
Experience
Value
Capture
Organization
Supply Chain
Networking
Brand
1

$10,300
2

3 Simple Website
Criteria for a ‘Simple’ Website
• One that you can make edits without a developer
• Website has a blog
• #1 recommendation is Hubspot
•

4 Website Grader
Tool Free Website Grader: https://marketing.grader.com/

5
Inbound University
Tool Free Website Grader: https://marketing.grader.com/

6 Establish a Blog
Tool First 5 Blog Topics in a Can: http://bit.ly/1x2cm9R

HealthCare Observance Calendar
January National Glaucoma Awareness Month
February American Heart Month
March National MS Education & Awareness Month
April Cancer Control Month
May National ALS Month
June National Aphasia Awareness Month
July Sandwich Generation Month
August National Atrial Firbulation Awareness Month
September ●National Palliative Care Month
October National Breast Cancer Awareness Month
November National Alzheimers Disease Awareness
December Motor Vehicle Safety Month
http://bit.ly/1xVVMcXTool

Setup Trio of Offers
●Offer Type ●What it is ●Example
●No Risk Offer ●Educational content that does not
require a form
●‘How to select a home care
agency’
●Low Risk Offer ●Educational content that requires
a form, usually email and name
●‘How to pay for home care
services’
●Offer to do Business ●Requires name, phone, email –
gives prospect ability to contact
sales
●‘Setup a Free In-Home
Assessment’
7

Company Logo Phone Number
Very
Nice
Images of
Caregiver & Client
Blog No Risk Offer Low Risk Offer
Offer to Do Business

52 | Turning Your Website Into Your #1 Referral Source |Derek Jones, ClearCare Onlinewww.clearcareonline.com/blog to sign upTool

20% off Coupon for any order: www.clearcareonline.com/pha

Setup Google Places Page8
Tool Local Footprint Presence: https://moz.com/local/search

Tool Local Footprint Presence: https://moz.com/local/search

Setup Social Media Profiles9

1-1-1 Commit to the Strategy10
• 1 hour per day
• 1 blog post per week
• 1 Low-Risk Offer per Month
•
•
Decide: run internally or hire?
•
•

Call to Action
• Find 1 (or 2) things which undeniable
differentiate your agency
• Follow the 10-steps…or pick 1 or 2 and
improve
•

Thank You
And big thanks
to all of these
groups!

Questions / Let’s stay in touch
Derek Jones
djones@clearcareonline.com
www.linkedin.com/in/jonesderek
www.clearcareonline.com

2015 the home care agency of the future turning your website into your #1 referral source

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