5 tips to Improve home care client conversion rates



5 tips to improve home care client conversion rates

Many home care agencies have difficulty converting prospective clients into actual paying clients. They often lack the understanding of all the correct elements that have to align to get a lead to convert into a paying customer.

Some factors include response time, your company’s tone of voice, and even the power words you use inside your scripts and copywriting.

I’ve seen situations where companies have lost potential clients because there were too many actions the customer had to take to do business with their company.

This blog post will discuss five tips for improving conversion rates so you can finally stop struggling with leads and start growing your business online!

What is a conversion rate

First off, let me get you caught up on what precisely a conversion rate is.

“Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people want what you’re offering, and they’re easily able to get it!”

Reference – Wordstream: https://www.wordstream.com/conversion-rate

For example, if your agency has 100 prospects fill out a consultation form and 20 of those prospects turn into paying customers, you have a conversion rate of 20%.

Sidenote: A conversion can be considered any action taken on your website, signup, form submissions, Lead, etc. (Not just when someone makes a purchase or becomes a client).

It’s essential to use specific and measurable metrics to know what needs improvement or can be changed.

Measurable metrics include:

  • Website forms
  • Email marketing campaigns
  • Lead magnet signups
  • Funnels

These all can be measured through data and tracked through your admin area. 

Your conversion rate is one of the most important numbers to track if you want to utilize your website to get more home care leads online.

Now that we have a better understanding of your conversion rate let’s move on to the first steps to converting your leads.

1. Offer a freebie/Lead Magnet

A great way to increase home care conversions on your website is to create a lead magnet (Aka give out a freebie).

A lead magnet is a free item or service you give away in exchange for an email or phone number.

Your lead magnet should help potential home care clients solve a problem. The free item you give should require little to no effort from the person downloading it. 

Here are some most common examples of lead magnets:

  • Downloadable ebook
  • Access to your pre-recorded videos
  • Webinar
  • Tutorial
  • Cheatsheet

Here are some practical ways to find effective lead magnets in the home care industry.

See what your competitors are using for lead magnets

Theirs no need to reinvent the wheel! Seek out what your competitors are using and create a similar Lead Mag.

Use Google to find competitor home care agencies. Next, find out what they’re using by visiting their website and even signing up for their freebies and mailing list.

Take surveys of your current clients.

Use the power of surveys to better understand what type of freebie you should offer website visitors and potential home care, clients. 

Create a questionnaire for existing clients to get a feel for what type of freebie they could use. Use this data (their answers) to create your lead magnet.

Where to find free surveys 

  • Surveymonkey.com This free software allows you to create and send surveys via email.
  • Freeonlinesurveys.com Create free online surveys and quizzes. They allow you to use a drag and drop builder to create forms.
  • Typeform.com: It also has free surveys and questionnaires.
Communication is apart of one of the biggest ways to Improve home care client conversion rates

2. Perfecting your Communications and systems

Having an excellent communication system for your potential clients can also help to get them through the door. A good way of doing this is by giving out a FREE home care consultation and then following up with an email that offers more information on your policies, pricing, benefits, services, etc.

Having a CRM System is an excellent way to automate tons of tasks and communication efforts. You can even create templates for repetitive messages or tasks, like sending out monthly reports or weekly newsletters.

There are a few quality CRM platforms out there that get the job done, Dubsado, Hubspot, Honeybook, to name a few. 

So, there are no more excuses for not staying in touch with customers and prospects! Send emails at scale without having to worry about formatting or typos – write your message once and then schedule it when it’s convenient for them. And if they don’t open your email, we’ll follow up with reminders until they do! lol

Continuous communication is a great way to show your potential clients you are interested in their business and helps them be more comfortable signing with your home care agency.

Lastly, ensure that all staff members have specific scripts to follow to make the client feel more comfortable with your home care agency.

3. Improve outbound Phone calls

Cold callings might be one of the oldest forms of marketing and sales, but successful home care companies still utilize them. It can be daunting to make cold calls, but it has proven to be an effective way of reaching out to potential customers and leads. 

Here are some tips on how you can improve your results with cold calling in today’s digital age:

  • Higher an overseas VA to call your list of potential clients
  • Write a few different phone scripts for your home care agency’s use
  • Ensure your script sounds like a natural person speaking and give the potential client all of the information they need upfront.
The Care assessment you give is apart of one of the biggest ways to Improve home care client conversion rates

4. Write the perfect client assessment

Writing the perfect client assessment is the next step to getting better turnovers with your leads. The best home care agencies start by doing two things exceptionally well, Asking the right questions, and educating their prospects. As an agency, it’s your job to put your best foot forward to ensure you’re asking the right questions during your assessment phase.

Your Home Care agency should construct home care assessments to educate potential clients and their families on home care services. Providing value during client assessments is a great way to close deals. An assessment is an opportunity to provide information that helps people make educated decisions about their care needs and, more importantly, to who they want to give that care!

Add value by helping potential clients every step of the way. Your potential clients all have one thing in common: they’re looking at your company to help them live the best life possible.

Bringing value to every assessment will make potential clients feel like you are interested in understanding what is important to them, not just trying to sell something!

Use these tips with every assessment to show potential clients you value their time and trust.

  • Communicate that it’s your goal to connect with family members to establish long-term relationships
  • Make it your goal to educate them, then communicate that it’s your goal to continuously educate them on home care, even if they don’t decide to go with your agency.
  • Develop strong therapeutic relationships using creative techniques 
  • Offer a “no surprises” policy
  • Maintain same-day response times
  • Coordinate with physicians for effective health monitoring
  • Communicate your company’s strict guidelines on CDC policies and what you’re doing to prevent the spread of Covid-19

Potential clients that don’t convert into paying clients are usually on the fence about something. Add value to your assessment by educating your potential clients; they will feel more confident that you are the right expert to care for themselves or their loved ones. 

5. Flexible Billing & Payment Options

Accounting processes are also a factor in-home care conversion rates. It would help if you designed your agency billing and payment policies to meet your clients’ needs. It would be best to offer flexible billing and payment options, so potential clients are not deterred from seeking help due to concerns about affordability in their current situation.

With versatile payment options, clients can pay monthly, bi-weekly, or for a set time. You may also need an upfront, one-time fee option if your client needs care quickly and doesn’t have the funds readily available; this is typically used in emergency home care services.

Whichever payment options you add to your home care agency, highlight any billing and payment policies that clients may perceive as helpful. You can also ensure clients know national and local prices via tools like The 2018 Glenworth cost of care survey.

*Bonus- Offer incentives to employees

Offering incentives to employees when they recommend a client can also be an excellent way to improve your conversion rate.

A good incentive could be extra time off, gift cards, or even cash bonuses for top employees that sign on new clients. Offering an incentive is an excellent way to improve your conversion rate. Rewarding employees for bringing in new clients will significantly help as well.


You can use many tactics to improve your conversion rate and customer experience. We’ve covered a lot of ground in this blog post, and we hope you found it helpful. The last thing to cover is how best to take action with the tips provided. Your goal should be to have a set of repeatable, traceable steps that can be tweaked and tested over time. 

Everything mentioned in this blog post should be implemented in your website’s strategy and onboarding processes. Finally, test and optimize these strategies for the most successful results.

You’ve already taken the first step to improving your business by reading this blog post. With these tips in place, you should be able to increase your home care conversion rates and get more leads to convert into clients.

We can offer some assistance if you would like to take it a step further or need additional resources for implementing these strategies. Contact us today with questions about how we can improve your company’s digital marketing plan and lead generation efforts!

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