Fedelta Home Care Case Study

Most people seeking home care services are in a state of panic. It’s a daunting and often uncomfortable process. Adult children realize their parents are no longer able to navigate their day-to-day safely. That’s why Fedelta Home Care reached out to M&P to help develop a digital presence that provided information and comfort for people seeking home care options.

the challenge

How We Built A Digital System That Spoke To Two Demographics On One Website

The biggest challenge facing Fedelta Home Care when they approached M&P was the changing demographics seeking their services. Sure, they needed more traffic to the site. Sure, they wanted more leads to drive business. But within those goals laid a deeper, more ambiguous challenge: how should Fedelta communicate with adult children seeking out services for their aging parents?

The home care services provided by Fedelta Home Care were tailored for elderly patients, but our market research found that, more often than not, it was the children of those patients doing the research and making recommendations for their parents.

For Fedelta, that meant a shift in digital messaging from service-focused content to informational content. Fedelta needed to be a quality source of information for those looking to help their parents – a much softer sell than pushing people to buy their service.

Services Mission Summary

Paid Search

Supplement organic search efforts by bidding on paid search keywords with high-volume service-based keywords with high competitiveness and difficulty.
Create video assets for targeted social media campaigns designed to provide information to users seeking more information on home care services.
Through paid efforts, provide ROI on spend vs. new business generated by thorough analytics of the user journey.

Website Design

Modernize the look and feel of the website to better provide users with a warm, family-focused experience that better represents Fedelta’s core values.
Update the site navigation to allow users to better explore the various services and content on the Fedelta website.
Build an integrated lead generation system that allows their care team to provide warmer leads to the Fedelta care team.

Content Marketing

Research keyword opportunities and commonly searched questions in search, and craft content to answer those questions.
Craft informative, detailed content (more than just your average blog) to expand Fedelta’s web content and drive more traffic to the website.
Create linkable content from other websites to increase the overall domain authority for Fedelta Home Care.

The M&P Impact

+114% Web Leads

+183% PPC Leads

+93% Organic Leads

+42% Organic Traffic

+76% Blog Traffic

214% Campaign ROI

OUR CONTENT MARKETING STRATEGY

Tone & Target Content Briefs

Once our team specifies are target keywords to capture through content, we specify which content piece is targeted a which demographic For Fedelta, our team specified whether we want an adult child look for their parents or if we want patients directly landing on the page. For each demographic, we specify the tone and information that will resonate the best.

Common Search Question Analysis

The next layer of the keyword research run by the M&P team consisted of targeting common questions in association with highly competitive keywords. Specifically targeting the “People Also Ask” section that often appears in Google search results. For Fedelta Home Care, high-value keywords like “home care near me” were paired with common questions like “does medicare cover home care?” and “what insurance covers home care?” Crafting blogs that directly answer these questions will lead to increased website traffic.

Content Writing

Now that our content plan is in place, we get to writing! Each blog is optimized for search with correct headings, robust content, and linking strategy. Fedelta’s website was quickly built to enhance the website’s presence within search engines and drive more traffic to the company’s site.

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