https://www.visitingangels.com/easternshore

The Story

When Visiting Angels combined their in-home caregiving office locations in Salisbury, Easton, and Berlin, MD, under one brand, Visiting Angels® Eastern Shore MD, their goal was to grow their senior home-care business across the Delmarva Peninsula. As a franchisee, their website reflected the change, but needed to be optimized for search so they would stand out among in-market competitors and other locations across the nation. 

Visiting Angels was looking for SEO (Search Engine Optimization) support from a team that had local knowledge to help them grow their business, particularly in areas near Easton and Berlin, which was going to require them to hire and train more staff. They needed a team that would be in it for the long haul, that was ready to make slow and steady changes with them to optimize their findability in search engines and expand their business. 

Our Journey

Visiting Angels had the foundation set on their website, which followed corporate standards. They came to D3 with a honed goal of investing in SEO, ultimately aiming to grow their business, make it more findable to families in need, and help them increase the number of qualified caregivers. The D3 team made consistent enhancements to strategically grow Visiting Angels’ organic search visibility while complying with branding guidelines and applying our regional expertise. 

The Result? In the first six months that Visiting Angels worked with D3, they doubled their caregivers and clients from 100 to 200 of each!

D3 helped Visiting Angels pull this exponential growth off by first creating location landing pages so that when people search for home care services by locality, especially in smaller towns, they would find Visiting Angels® Eastern Shore, MD. Next, we elevated the content on each service page to localize and personalize the corporate language to be specific to their service area. 

From there, we optimized web pages over time with FAQs, particularly to drive home what they actually do in searchable terms for users and AI platforms. At the same time, we worked to optimize content on their Google My Business Profiles with best practice items, including pictures for a more personable approach, as well as improved descriptions and product service listings for each office location. 

“The optimized Google Business pages have put us at the top of search, which has made a huge difference in driving people to our website. Normally, after the holidays, it is slow, but not this year. We’re getting multiple client service inquiries a week now,” according to Journey Smith from Visiting Angels.  

The D3 team implemented an ongoing search strategy that also included a hiring focus throughout their webpages and business profiles. This helped Visiting Angels attract more qualified people to hire, specifically in the areas surrounding Salisbury, where they traditionally struggled to connect. A 70% increase in total website users translated directly into operational expansion. An abundance of caregiver applications allowed Visiting Angels to add recurring in-person training sessions and expand their service capacity across the Eastern Shore.  

D3’s content strategy that personalized the corporate website language paid off in getting more-informed inquiries. 

“A lot of people can find the answers to their questions before they call us,” Journey continued, “and many have said that they know what services we provide before we talk to them, so they specifically know what to ask for.”  

Our team expertly balanced corporate compliance with a hyper-local SEO and a strategic answer engine optimization (AEO) content plan, which drove measurable growth in team size, referrals, and website traffic. 

D3’s next steps? With Visiting Angels entering into their second year with D3, we’re proud to reflect on all we’ve accomplished together. To build on the success we have seen in organic reach after using SEO best practices, our team plans to push the bar higher with digital advertising, social media, and continued AI-ready content. With an established audience, Visiting Angels® Eastern Shore is interested in connecting with its community more consistently and rapidly through social media and continuing to grow its staff of caregivers. 

As a locally owned and operated company, D3 understands the competitive landscape across Delmarva. By combining our regional insight with a disciplined and targeted SEO strategy, we help service-based businesses turn online visibility into measurable growth. 

Testimonial

“I highly recommend D3! My company has been working with them for 1 year; they updated our website and greatly increased our Google Business listings. We can feel the difference daily with the amount of client inquiries we are now receiving.”

– Journey Smith