Key takeaways >- A home care site has two funnels, not one. It sells to families and recruits caregivers, and most templates only handle the first.- Caregiver turnover is 75% — the lowest in five years, and still the number that governs everything (Activated Insights, 2025 Benchmarking Report, industry-wide survey conducted early 2025). An agency that cannot staff a case cannot accept it.- The buyer is usually not the client. There are now 63 million family caregivers in the US, a 45% rise in a decade (AARP and the National Alliance for Caregiving, Caregiving in the US 2025). The person reading your site at 11pm is typically an adult child, not the person who will receive care.- Training pays measurably: agencies offering at least eight hours of onboarding and 12 hours of ongoing training reported roughly $350,000 more in average annual revenue (Activated Insights). If that is true of your agency, it belongs on the careers page.
Home care is not a smaller version of a clinic. A dental practice needs treatment pages and an appointment widget. A home care agency needs to convince a stressed adult child that strangers can be trusted in a parent's house — and, on the same site, convince a caregiver earning near minimum wage to apply.
Templates built for clinics do the first job passably and the second not at all.
The two funnels
Funnel one: families. Usually an adult daughter or son, often researching after a fall, a discharge, or a diagnosis. High anxiety, low familiarity with the category, comparing three or four agencies in one sitting. They are trying to answer: are these people safe, can they start this week, and what will it cost.
Funnel two: caregivers. Personal care aides and companions, frequently applying from a phone, often to several agencies the same day. They want to know pay, hours, distance, and whether the agency treats people well. They will not fill in a ten-field form.
The industry data explains why the second funnel cannot be an afterthought. Turnover sits at 75% even after improving to a five-year low. An agency replacing three quarters of its workforce annually is running a permanent recruitment campaign, and the website is the cheapest channel it has.
If your careers page is a footer link pointing at a PDF, you are running one funnel and hoping the other fixes itself.
Structure for the family side
Lead with the situation, not the service list. "Support at home after a hospital stay" locates the visitor faster than "personal care, companion care, respite care." Service taxonomies are for the second click.
Answer the three questions above the fold. Areas served, how soon you can start, and how pricing works. Agencies routinely hide all three, and every hidden one sends a comparison shopper to a competitor who published it.
Show the caregivers as people. Real photographs of actual staff, first names, how long they have been with you. This is the single strongest trust signal available to a home care agency and the one most sites replace with stock photography of a smiling stranger holding a mug.
Be explicit about screening. Background checks, training requirements, insurance and bonding, supervision. Write it plainly. The family's real fear is an unvetted person alone with a vulnerable parent, and vague reassurance does not touch it.
State the geography precisely. Home care is bounded by drive time. A page listing every county you serve — by name — is both the honest answer and the thing that ranks for local searches.
Structure for the recruitment side
Treat this as a landing page, not a form.
Element | Why it matters |
|---|---|
Pay range, stated | Applicants filter on it first. Omitting it does not raise your rate; it removes you from the comparison. |
Hours and shift types | Part-time, weekends, live-in. Availability is the second filter. |
Apply in under two minutes | Name, phone, area, availability. Anything longer loses phone applicants. |
Existing caregivers on camera | The most credible recruiter you have is someone already doing the job. |
Training and progression | Agencies with 8+ hours onboarding and 12 hours ongoing training reported ~$350,000 higher average annual revenue. Say what you offer. |
One structural note: give recruitment its own top-level navigation item, not a footer link. The two audiences are looking for opposite things, and forcing caregivers through a family-facing homepage costs applications.
What a template needs to support
Judged against the two funnels, a usable home care template must have:
- Two distinct landing paths from the homepage — one for families, one for careers
- A team/caregiver section designed for real photographs, not icons
- A service-area page or component that can list many locations without looking like a sitemap
- A short, mobile-first application form with as few required fields as possible
- A testimonial pattern that works with short quotes — families rarely write long reviews
- Accessible defaults: large body text, high contrast, tappable targets. A meaningful share of visitors are 65+, and some are the care recipients themselves.
What it does not need: appointment-booking widgets, treatment-pathway pages, or a patient portal. Those belong to clinical templates, and paying for them means paying for pages you will delete.
Framer options
If you are building in Framer, two of ours fit the emotional register better than a clinical template does. Myora ($59) is built for health, therapy and wellness practitioners, and is structured around the journey of a visitor who is nervous about reaching out — which is precisely the adult-child mindset described above. Curely ($79) is designed for health startups and professional practices, balancing clinical precision with an approachable feel, and gives you more room if you also run skilled services.
For clinical settings — dental, multi-department clinics, practices selling a treatment pathway — see our health website templates for clinics instead. That is a different buyer and a different page structure.
Frequently asked questions
What makes a home care website different from a clinic website? A clinic site serves one audience booking an appointment. A home care site serves two: families choosing an agency, and caregivers applying for work. With caregiver turnover at 75%, recruitment is a continuous need, so the careers path is a primary page rather than a footer link.
Who actually reads a home care agency's website? Usually an adult child, not the person receiving care. There are 63 million family caregivers in the US, up 45% in a decade (AARP / National Alliance for Caregiving, 2025). Write for someone researching under stress, often late at night, comparing several agencies at once.
Should I publish my rates? Publish a range and how billing works — hourly, minimum shift length, whether you accept long-term care insurance or Medicaid waivers. Families comparing agencies treat a missing price as a reason to move on, and vague pricing filters out serious enquiries as effectively as a high one.
Should the careers page be separate from the main site? Same site, own top-level navigation. A separate domain splits your SEO and confuses applicants who found you through a family-facing search. But do not bury it — caregivers should reach it in one click from anywhere.
What is the most common mistake on home care websites? Stock photography instead of real caregivers, combined with silence on screening. The family's actual fear is an unvetted stranger alone with a vulnerable parent. Real faces and an explicit background-check policy address that fear; a stock image of a smiling nurse does not.
Sources
- Activated Insights — 2025 Benchmarking Report, caregiver turnover at 75% (lowest in five years) and the training/revenue finding; industry-wide survey conducted early 2025. Retrieved 1 September 2026.
- AARP and the National Alliance for Caregiving — Caregiving in the US 2025, 63 million family caregivers, a 45% increase over the past decade. Retrieved 1 September 2026.
