Is your website keeping up with the way home care is being searched?
The Support at Home transition has changed how families search for care, what questions they ask, and what makes them trust a provider.
Most home care websites haven't caught up. We've spent three years working with Home Caring and Dovida — and we know exactly where the gaps are.
Trusted by two of Australia’s largest home care networks
What we see on almost every home care website
After three years managing digital for two of the sector's major providers, these are the five patterns we see repeated — regardless of provider size, geography, or budget.
01 — The homepage doesn't answer the first question.
Around 60% of home care enquiries are initiated by a stressed family member who has never navigated this before. They arrive on your homepage needing one thing immediately: confirmation they're in the right place. Most home care websites make them work for it. Generic headlines. Credentials front and centre. The reassurance they need is buried three scrolls down.
02 — One page is trying to serve three completely different people.
A worried daughter researching care for her father, a support coordinator referring a client, and someone exploring their own options — these three visitors arrive with completely different questions, emotional states, and urgency levels. Most provider websites address all three the same way, which means they address none of them well.
03 — The enquiry path asks for too much, too soon.
Most of the drop-off on home care websites happens not because visitors aren't interested — it's because the path to contact feels like a big commitment. A phone call is a high-stakes ask for someone who's still researching. When there's nothing between 'browsing' and 'calling', most people leave without doing either.
04 — Support at Home has changed the questions people are asking.
The language people use to search for home care has shifted since the Support at Home reforms. The questions families are asking are different. Providers whose websites were built before the transition are answering questions people are no longer asking — and missing the ones they are.
05 — Technical performance is silently undermining trust.
Slow load times, broken elements, and outdated infrastructure affect how visitors perceive your credibility before they've read a word about your care. This is especially damaging when your audience is already anxious and scanning for reasons to trust you. It's almost always invisible to the provider — and immediately obvious to the user.
What Great Home Care Websites Do Differently
The gap between a website that loses people and one that earns their trust is smaller than most providers think. We've documented what the difference looks like — and we're happy to share it.
Who we are
Vivo Group is a Brisbane-based digital agency specialising in website performance and digital optimisation. We've spent the past three years as the embedded digital partner for two large Australian home care networks — managing platforms, improving conversion, and helping providers keep up with a rapidly changing sector. We know home care digital from the inside.