Two Front Doors
How New Day Private Home Care built a website that had to sell care and hire caregivers at the same time
Client Overview
New Day Private Home Care was a Fayetteville, Georgia agency providing personal care, companionship, household assistance, transportation, and Alzheimer's and dementia care. Michelle McAllister brought twenty-seven years as a Registered Nurse to it, and her son Mitchell ran administrative operations. Every care plan was developed by an RN.
Project Scope
JHD designed and built the site end to end — custom design, keyword research, and written page content — covering the full service line, the free in-home care assessment, caregiver recruitment, and Elderly and Disabled Waiver Program eligibility. Four months after launch, we added Meta Business Manager and managed social advertising.
Challenge and Innovation
Most home care websites are written for one reader: the adult daughter searching at eleven at night for someone to help with her father. She matters. But she is not the constraint. Staffing is. An agency can win the client and still lose the job if it has nobody licensed, insured, and available to send on Monday morning. Home care runs some of the highest turnover of any industry in the country, and recruiting usually happens somewhere the website never touches — a job board, a flyer, a friend of a friend — while the site quietly keeps selling care the agency cannot yet staff.
JHD Solution
We treated hiring as a conversion, not a footnote. The caregiver application sits on the About page, directly beneath the McAllisters' own credentials, because a caregiver choosing where to apply is asking the same question the family asks: who am I trusting here? The form captures what actually gates a hire — CNA, RN, LPN, CPR, First Aid and HHA certifications, driver's license, auto insurance — along with a resume upload and the best time to reach the applicant, so a qualified candidate arrives pre-screened instead of as a name to chase. On the family side we led with a free care assessment rather than a price, since nobody buys home care from a rate card, and we named the Elderly and Disabled Waiver Program outright, because the families who qualify search for it by name and most competitors bury it three clicks deep.
Impact and Expansion
Two audiences got two clear front doors, and neither had to squeeze past the other. Families arrived at a warm, credentialed introduction to an RN-led practice and a low-friction way to start a conversation. Caregivers arrived at a real application that respected their licenses and let them apply in one sitting from a phone. The clearest signal came four months later, when New Day came back and signed a second engagement for Meta Business Manager and managed advertising. Agencies do not fund a paid channel on top of a site that is not working.
Conclusion
New Day has since closed. That is the honest ending, and it does not change what the work proved. A website cannot fix everything a care business faces — payroll, margins, reimbursement, the sheer difficulty of staffing round-the-clock care — and it would be dishonest to imply otherwise. What it can do is make certain a company never loses on the two things it fully controls: whether the right family can find it, and whether the right caregiver wants to work there. New Day was never losing on those.
