- Expand local search visibility with neighborhood-specific landing pages tailored to the communities Custom Home Care serves.
- Establish healthcare authority by publishing medically informed, educational content that aligns with Google’s high standards for trust and expertise.
- Connect with prospective clients throughout the care search process with top- and middle-of-funnel content that answers their questions, builds trust, and guides them with the support they need.
- Strengthen domain authority by earning high-quality backlinks from trusted websites that boost search credibility and rankings.
Scaling Compassion
Since 1994, Custom Home Care has combined the warmth of a family business with the expertise of a nurse-led team, helping thousands of Chicagoland seniors age safely at home.
86%
Organic Prospective Clients
462%
Organic Visibility
221%
Paid Prospective Clients
82%
CPA
Audience
Chicago-area seniors choosing to age at home, supported by families searching for experienced, trusted private-pay caregivers.
Overall Challenge
Custom Home Care faced a crowded digital landscape dominated by national home care providers and major hospital systems, making it difficult to stand out where local families were searching. Success required strengthening local visibility, earning Google’s trust for healthcare content, and refining paid campaigns to reach the seniors and family caregivers most in need of their services.
Strategic
Solutions
Solutions
SEO
Paid Advertising
- Ensure marketing reflects how prospective clients and family caregivers prefer to connect by optimizing campaigns around phone calls that lead to new clients.
- Connect with families seeking in-home care by targeting long-tail, service-specific keywords.
- Direct more of the advertising budget to reach families actively searching for home care by continuously refining and optimizing positive and negative keyword strategies.
“Straight North has been a delight to work with, and we have seen a great increase in our digital footprint and our recruitment and lead generation. Very happy to work with the Straight North Team!”
Robert J.
Vice President
Business Impacts
Through an integrated marketing approach, Custom Home Care strengthened its position as a trusted home care provider across Chicagoland. Straight North helped more seniors and family caregivers discover the organization when searching for care, driving a 462% increase in organic search visibility, an 86% increase in families reaching out through organic search, a 221% increase in care inquiries through paid search, and an 82% reduction in CPA — all while building the authority they needed to compete with national brands and major healthcare systems.
Keyword Totals
In Google AI Overview
By Month
Organic Visibility
By Month
Paid Advertising Prospective Clients
By Month
Paid Advertising CPA
By Month
