Why Your Home Care Leads Are So Expensive (And How to Fix It) 

If you run a home care business and your leads cost too much, you’re not alone. You might still be making money, but not as much as you could be. 

Here’s what most care businesses do: 
They stop spending on ads or try cheaper websites to find clients. 
Big mistake. 

Instead, use these 7 smart fixes that really work in the care sector: 

 

Fix 1: Make a Better Offer (Fastest Way to Save Money) 

Think about what families want: 

• Consistency in who provides care (not a new face every week) 

• De-risk the decision with a money-back guarantee 

• Combine speed with real support: 

Try making your service faster, more helpful, or easier to try. 
Test this for just one week. Even small changes can bring in more leads without needing more clicks. 

 

Fix 2: Improve Your Website Funnel (Takes Some Time, Worth It) 

Track each step: 

• How many people land on your site? 

• How many book a care call? 

• How many actually show up? 

• How many sign up for care? 

Most home care providers lose leads between the call and the follow-up. 
Fix that first before spending more money. 

 

Fix 3: Improve Your Ads and Social Media Posts 

Go back and look at your last 50 ads or posts. 

• Which ones got the most clicks or calls? 

• Use the best ones again – but in new ways. 

• Make 10 different versions of your best messages. 

This helps you get more care enquiries for the same cost. 

 

Fix 4: Stay in Touch with Old Leads 

Just because a family didn’t sign up today doesn’t mean they won’t need help later. 

Send helpful tips about care, how to choose a good carer, or what to expect in home care every week by email. 

You’ll stay top of mind – and they’ll call you when they’re ready. 

 

Fix 5: Start Content Marketing (Takes Time, Big Rewards) 

Write blog posts or make short videos about: 

• What makes a great domiciliary care service 

• Signs a loved one needs help at home 

• How live-in care can help families 

This won’t bring leads overnight, but over time, people will find you online – for free. 

 

Fix 6: Ask for Referrals 

Happy families know other families who need care. 

• Ask them to refer you. 

• Offer a small thank-you gift if they do. 

• Keep track of who sends you clients. 

Referrals are cheaper and more likely to say “yes.” 

 

Fix 7: Get More Reviews 

Families trust businesses with lots of good reviews. 

• Ask every client to leave a review. 

• Reply to every review – even the bad ones. 

• Show them on your website or Google profile. 

More reviews = more trust = more clients. 

 

Final Tip: Start with the Fast Fixes 

Begin with: 

• A stronger care offer 

• Fixing your website funnel 

These will give you quick wins and lower lead costs straight away. 
Then build up your long-term lead engines: content, referrals, and reviews. 

 

Avoid This Mistake  

Don’t just look for cheaper ads. That’s a race to the bottom. 

Build a strong care marketing system that brings in quality clients again and again.