Every family looking for home care starts the same way. They open Google and type something like "home care near me."
If your agency doesn't show up, you're invisible. You lose that client to the agency that does show up.
The good news? There's a free tool from Google that puts you right on the map. It's called Google Business Profile.
What Is Google Business Profile?
Google Business Profile (GBP) is a free listing from Google. It shows your agency's name, phone number, hours, reviews, and location right on Google Search and Google Maps.
When someone searches "home care in [your city]," Google shows a map with 3 businesses. Those 3 businesses get most of the clicks. GBP is how you get into that top 3.
You've seen it before. It's the box with a map, star ratings, and phone numbers that shows up at the top of search results.
Why It Matters More Than Your Website
Here's something most new agency owners don't realize:
Your Google Business Profile shows up before your website in search results.
A family searching for care will see your GBP listing first. They'll check your reviews, your hours, and your phone number — all before they ever visit your website.
If you don't have a GBP listing, you're relying on families to scroll past every agency that does. That almost never happens.
How to Set Up Your Profile (Step by Step)
1. Go to Google Business Profile
Head to business.google.com and sign in with a Google account. Use one tied to your agency, not a personal one.
2. Enter Your Business Name
Type your agency's exact legal name. Keep it consistent with what's on your license and website.
3. Pick Your Category
Choose "Home Health Care Service" as your primary category. You can add more later, like "Elder Care Service" or "Non-Medical Home Care."
4. Add Your Service Area
If you go to clients' homes (you do), choose "I deliver goods and services to my customers." Then list every city and zip code you serve.
5. Add Your Phone Number and Website
Use a local phone number, not a 1-800 number. Families trust local numbers more. Link to your website's homepage.
6. Verify Your Business
Google will send you a postcard with a code, or verify by phone or email. This step is required. Don't skip it — your listing won't show up until you verify.
How to Make Your Profile Stand Out
Setting up the profile is just the start. Here's how to make it actually work for you:
Add Real Photos
Upload photos of your team, your office, and your branded materials. Profiles with photos get 42% more requests for directions and 35% more clicks to the website. Don't use stock photos. Families can tell.
Write a Clear Description
You get 750 characters. Use simple language. Say who you help, what you do, and where you do it.
Good example: "We provide in-home care for seniors in Austin, TX. Our caretakers help with meals, bathing, medication reminders, and companionship. We're licensed, insured, and available 24/7."
Bad example: "Our comprehensive suite of senior care solutions leverages industry-leading protocols to deliver optimal outcomes for aging individuals."
Keep it real. Keep it simple.
List Your Services
Add every service you offer as a separate item:
- Companion care
- Personal care (bathing, grooming)
- Medication reminders
- Meal preparation
- Light housekeeping
- Transportation
- Dementia and Alzheimer's care
- Respite care
- 24-hour and live-in care
The more specific you are, the more searches you'll show up in.
Set Your Hours
List your office hours. If you provide care 24/7, make that clear in your description even if your office has set hours.
Turn On Messaging
GBP lets families message you directly. Turn it on. Respond quickly — Google tracks your response time and shows it publicly.
The #1 Thing That Makes or Breaks Your Listing: Reviews
Your star rating is the first thing families see. It's the biggest factor in whether they call you or scroll past you.
How to Get More Reviews
- Ask every happy client's family. After a good experience, send them a direct link to your Google review page.
- Make it easy. Send the link by text or email. Don't make them search for you.
- Ask your caretakers too. Happy employees leave great reviews about working at your agency.
- Time it right. Ask after a positive moment — a compliment, a milestone, or a thank-you.
How to Respond to Reviews
- Respond to every review. Yes, every one.
- Thank positive reviewers by name. Keep it short and genuine.
- Address negative reviews calmly. Apologize, offer to make it right, and take the conversation offline. Never argue publicly.
Families read your responses. How you handle a bad review matters more than the review itself.
Common Mistakes to Avoid
Don't create multiple listings. One listing per location. Duplicates confuse Google and can get you penalized.
Don't stuff keywords into your business name. Your name should be your real agency name, not "Best Home Care Agency Senior Care Services Austin TX." Google will suspend your listing.
Don't ignore your listing after setup. Post updates weekly. Add new photos monthly. Respond to reviews within 24 hours. Google rewards active profiles.
Don't forget to update your hours on holidays. Families check your hours before calling. Wrong hours = lost clients.
Post Weekly Updates
GBP lets you publish short posts — like mini social media updates. Use them.
Post about:
- New services you offer
- Team introductions
- Care tips for families
- Community events you're attending
- Client success stories (with permission, and no PHI)
Posts expire after 7 days. Make it a weekly habit.
Track What's Working
GBP gives you free data. Check it monthly:
- How many people found you through search vs. maps
- What searches brought them to your listing
- How many called you directly from the listing
- How many asked for directions to your office
- How many clicked to your website
This data tells you if your listing is working. If calls are low, you probably need more reviews or better photos.
Start Today
Google Business Profile is the single most important free marketing tool for a home care agency. It takes 30 minutes to set up and costs nothing.
If you only do one marketing task this week, do this one.