Three options. Only one actually works for your business.
The transparent-pricing rule killed the brochure trick; the franchises and the NDIS platforms own the search
Home care has changed twice in 24 months and most providers are still marketing like it's 2022. First: the mandatory transparent-pricing disclosure came in July 2023 and now every approved provider has to publish the actual support-worker hourly rate, the case-management percentage, the admin fee, the after-hours loading and the brokerage margin on every level of Home Care Package. The providers who hid these in a PDF for years suddenly have a page on MyAgedCare comparing them line-by-line with the competitor down the road, and most haven't updated their own website to match. Second: the franchise networks (Bolton Clarke, Just Better Care, Right At Home, Australian Unity, Five Good Friends) and the NDIS-adjacent platforms (Hireup, Mable) have hoovered the broad 'home care [suburb]' search through paid acquisition and polished signup flows. The independent ACQSC-registered provider with twelve years of relationships with the local Aboriginal community, the multilingual case-managers, and the EPC-GP referral network sits at position six. The third structural problem is referral: the actual pipeline for an HCP Level 3 or Level 4 client is the hospital social worker writing the discharge plan, or the GP completing the EPC referral, or the ACAT assessor whose report nominates the provider. None of these people use Google. They use a printed list they keep at their desk, and most independent home care providers have never sent them an updated one-pager.
Good home-care-agency marketing is three things, in this order: a package-type page library that splits HCP Level 1, Level 2, Level 3, Level 4, CHSP, DVA in-home care and EPC short-term services into their own pages, so the family Googling 'HCP Level 3 [suburb]' (or the social worker checking a name from the discharge desk) lands on the page that names their exact funding pathway and walks them through the case-management percentage, the support-worker hourly rate, the after-hours loading and the typical turnaround for the first care plan; a transparent-pricing disclosure page that complies with the July 2023 rule cleanly as a structured page (not a PDF), with a worked example for an average HCP Level 3 client's monthly statement showing each fee category in dollars and percentages; and a hospital-and-GP referral page with a downloadable one-pager the social worker can print at the discharge desk, listing the languages spoken, the geographic coverage area, the typical post-discharge start time, and the case-management lead's direct line. The providers who hold their share against the franchises do exactly this, then keep their ACQSC-registered status and their community-specific specialties (Aboriginal in-home care, multicultural language teams, dementia-experienced support workers) visible because those signals win the social-worker referral that Hireup and Mable can never match.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around two distinct referral funnels, not one generic 'home care' pipeline: the family Googling 'home care package [suburb]' after a parent's hospital discharge (Web Agent and SEO Agent territory), and the hospital social worker, EPC GP and ACAT assessor referral channel (one-pager PDFs, direct relationships, LinkedIn presence for the case-management lead). Briefs the other agents so the package-type pages, the transparent-pricing disclosure, the discharge-planning one-pager and the multilingual-care messaging all reinforce ACQSC-registered specialty rather than competing with Hireup and Mable on signup-flow polish.
Imports your existing site so you stop paying for hosting plus the care-management software's website plugin, and ships a package-type page for each of HCP Level 1, Level 2, Level 3 and Level 4, CHSP, DVA in-home care, EPC short-term services and private-pay top-up. Adds the mandatory transparent-pricing disclosure as a properly-structured page (not a PDF) with worked-example monthly statements per package level, builds a hospital-discharge-planning page with a downloadable one-pager for social workers, and embeds the case-management lead's direct line on every relevant page.
Goes through your live site for the things that actually move home-care rankings against the franchises and the NDIS platforms: package-type-specific H1s on every page ('Home Care Package Level 3 in [suburb]'), MedicalBusiness and HomeCareService schema, internal links between package levels (Level 2 to Level 3 upgrade pathway, CHSP to HCP transition), the multilingual-care attribute on the Google Business Profile, and the transparent-pricing-disclosure page indexed for compliance-lookup queries. Auto-applies the low-risk fixes; flags anything that touches pricing because the published rate must match the MyAgedCare disclosure exactly.
Launches Google Ads on the package-type and discharge-pathway queries that actually convert ('home care package level 3 [suburb]', 'CHSP services [city]', 'post hospital home care [suburb]', 'DVA in-home care [region]') with the transparent-pricing-disclosure rule baked into every ad copy variant (a 'support-worker hourly rate from $X' line where allowed). No MyAgedCare-rating claims, no comparative claims against Bolton Clarke or Just Better Care. Switches Meta off by default (advertising aged-related services on Instagram is fraught); leaves LinkedIn on for the case-management lead's referrer-facing posts only.
Posts on Facebook primarily and LinkedIn secondarily, in a carer-led voice for the family audience and the social-worker audience: a carer profile with the Cert IV qualifications listed and the languages spoken, a quiet client-outcome story (with consent), a transparent-pricing post on the July 2023 rule for the LinkedIn referrer audience, a Mental Health Week or Carer's Week note. No urgency, no promotional language, no client identification without explicit consent. Builds the community-trust signal Hireup and Mable can't match.
Drafts the long-form pieces both audiences search for: 'HCP Level 3 vs Level 4: which is appropriate and how to request an upgrade', 'reading a Home Care Package statement: what each fee category should be after the July 2023 rule', 'what to expect in the first two weeks after a hospital discharge with an HCP package', 'CHSP to HCP transition: the timeline and the paperwork'. Two drafts a month, in your voice, compliance-checked, that compound for the family and earn the social worker's printed-list referral.
Your first 30 days.
- Seven package-type pages indexed and ranking for HCP Level 1, 2, 3, 4, CHSP, DVA and EPC short-term-services searches in your service area
- Annual plan split between the family-Googler funnel and the social-worker-and-EPC-GP referral funnel, delivered by Sam
- Google Business Profile rebuilt as 'Home Care Service' with ACQSC-registered status, MyAgedCare provider number, and an 18-strong services list
- Transparent-pricing disclosure live as a structured page with worked-example statements per package level, July 2023 rule met cleanly
- Hospital-discharge-planning page live with a downloadable one-pager PDF for social workers, EPC GPs and ACAT assessors
- Google Ads campaign live on package-type and discharge-pathway keywords with the compliant 'support-worker hourly rate from $X' disclosure where allowed
- Carer-led Facebook cadence running with client consent enforced at draft and language-specific carer profiles surfaced
- Long-form guides drafted on HCP Level 3 vs Level 4 and on reading a Home Care Package statement after the July 2023 rule
Home care has two referral channels and most independent providers only market to one badly. The family Googling 'HCP Level 3 [suburb]' after a parent's hospital discharge bounces off a PDF fees schedule and ends up at Bolton Clarke or Just Better Care because their signup flow was smoother. The hospital social worker writing the discharge plan picks whoever's one-pager is on top of the printed list at the desk, and that's almost never you because nobody sent them an updated one. The work is making both of those things visible: a package-type page that names the funding pathway, a transparent-pricing schedule that meets the July 2023 rule cleanly, and a one-pager PDF the social worker can print at the desk.
Agencies are too dear to actually build the package-type library, the transparent-pricing page and the discharge-planning collateral for $4k a month, and most don't know the July 2023 disclosure rule well enough to publish compliantly. Tools are cheap but the HCP Level 3 page never gets shipped because the practice manager is already running a 50-hour week on care coordination. In-House is the third option: for $299 a month the agents ship the pages, meet the transparent-pricing rule, draft the social-worker one-pager, run the targeted ads, and post the carer-led content. You stay in the driver's seat, two taps to approve, every word compliance-checked.