The Challenge
A regional home healthcare company offering multiple service lines — from at-home recovery support to long-term care — wanted to strengthen its online visibility and generate more qualified leads for two of its core services.
Despite having a strong reputation offline, the brand’s digital presence lacked clarity and consistency. The website had duplicate content across multiple microsites, limited SEO structure, and minimal tracking in place. When the company rebranded and changed its domain, it lost many of its top search rankings — especially for branded keywords tied to its former name.
The challenge became clear: rebuild visibility under the new brand and grow non-branded, organic traffic to support long-term lead generation.
The Strategy
VBM Strategy developed a multi-channel plan to rebuild their authority, improve visibility, and engage audiences across organic and social platforms.
Initial Focus Areas:
- SEO & Website Foundation: Conducted a comprehensive SEO audit to remove duplicate content, restructure pages, and optimize for non-branded search terms tied to the company’s two highest-priority service lines.
- Social Media (Organic): Established a consistent, educational presence on LinkedIn, Facebook, and Instagram, using storytelling, staff highlights, and service education to build community trust.
- Email & Review Integration: Built automated email workflows encouraging reviews, referrals, and ongoing engagement with existing clients.
- Authority Building: Aligned with thought-leadership opportunities, including blog articles and partnerships with other local health professionals.
This foundational strategy was designed to work organically first — creating a reliable content and tracking ecosystem that could later support paid campaigns efficiently.
The Implementation
VBM Strategy and the client collaborated closely to execute each layer of the plan:
Social Media & Content
- Published monthly themed posts tied to SEO goals and objectives
- Encouraged user-generated content by spotlighting testimonials and community success stories.
SEO & Web Optimization
- Conducted full technical SEO cleanup, consolidating microsite pages and updating internal links.
- Optimized meta data, page titles, and on-page copy to target service-specific, non-branded keywords.
- Implemented tracking for forms, calls, and referral sources to improve lead attribution accuracy.
Email Marketing & Review System
- Launched segmented email newsletters to nurture prospects based on service interest.
- Integrated review requests and referral prompts within drip campaigns to build credibility and visibility.
The Results
Within six months, the company saw measurable improvement across multiple channels:
- 55% increase in organic leads year over year
- Organic search traffic more than doubled
- Engagement through social media and referral channels increased by 35%
- Improved visibility for core service keywords, with multiple top-10 Google rankings regained after the domain change
Beyond the numbers, the company gained something more valuable — clarity and control over its digital marketing systems. The new SEO and content processes gave the internal team a simple checklist to maintain performance and ensure continuous growth without relying on constant agency intervention.
The Takeaway
By starting with organic visibility and a content-first approach, the home healthcare company created a scalable foundation for long-term growth.
Rather than relying on paid ads alone, the combination of SEO structure, storytelling, and consistent social engagement rebuilt brand awareness, boosted leads, and positioned the company as a trusted voice in home care across the DFW region.
At VBM Strategy, we believe visibility starts with trust — and in healthcare, trust begins with education. When you connect strategy with empathy, growth follows.