Written By The Art Of Business Content Team
In the ever-evolving landscape of healthcare service marketing, homecare agencies face a unique challenge: how to remain both highly visible and deeply trusted within their local communities. At The Art of Business, we specialize in helping small businesses—especially in the health and homecare sectors—strategically position themselves for long-term growth.
One of our standout collaborations has been with Foothills Home Services, a homecare provider in Southern Alberta. Since 2021, we’ve worked closely with their leadership team to implement a results-driven marketing strategy. The transformation has been remarkable—not just in branding, but in measurable business growth.
Founded in 2001 by Sylvia McKinlay, Foothills Home Services was built on a foundation of compassionate, high-quality care. Over the years, the company developed a stellar reputation in the Foothills region for providing services such as personal care, housekeeping, palliative support, and respite care.
By 2021, their team had grown organically to meet the needs of a loyal client base, but they were still relying heavily on word-of-mouth referrals and minimal digital outreach. Their website lacked SEO optimization, social media channels were underutilized, and blog content was nonexistent. While they were rich in experience and local trust, they were missing out on a large segment of prospective clients searching for homecare services online.
That’s where The Art of Business stepped in.
When Foothills Home Services joined our client roster, we started with a full digital audit. The findings made it clear: to support the company’s long-term goals, we needed to overhaul their online presence and introduce new digital pathways for lead generation.
Here’s how we structured our local marketing strategy for this homecare agency:
We knew visibility on Google was crucial. Using location-based keyword research, we developed a strategy to improve rankings in their target service areas—High River, Okotoks, Calgary South, and surrounding regions. Blog content was written monthly using long-tail keywords such as:
Our ongoing SEO efforts included:
Within the first several months, Foothills saw a significant boost in organic website traffic—along with a noticeable uptick in client inquiries—thanks to improved search visibility and SEO-focused content
Our web development team rebuilt Foothills’ website using SEO best practices and UX principles, creating a digital experience that reflects the company’s values and professionalism. The redesigned site features:
This new site became a central hub for online referrals and recruitment—a true digital asset.
To build trust and authority, we launched a content strategy rooted in value and empathy. We created and shared blogs and educational posts designed to answer real questions from families and caregivers.
Popular blog topics included:
This content has not only helped with SEO rankings but also positioned Foothills as an expert in their field.
Facebook and Instagram are powerful platforms for engaging with the loved ones of potential clients. Our team created a consistent, human-centred content schedule that included:
Through strategic social media initiatives, Foothills Home Services observed a significant increase in post engagement and a notable rise in referral traffic from platforms like Facebook and Instagram.
Hiring skilled caregivers is one of the toughest challenges in the industry. We responded with a recruitment marketing strategy that included:
As a result, Foothills Home Services expanded their team from under 15 employees in 2021 to over 30 staff in 2024. Today, they proudly report a team size of 20–49 employees, including Health Care Aides (HCAs), Licensed Practical Nurses (LPNs), and experienced personal support workers.
After three years of close collaboration, the results of our partnership are measurable and meaningful:
This case study showcases what’s possible when small business marketing is customized for the needs of both the business and its community.
At The Art of Business, we know that marketing for homecare agencies is about more than metrics—it’s about earning trust, empowering teams, and helping families make informed decisions.
Our approach includes:
We don’t offer templates. We build tailored marketing strategies that adapt as your business evolves.
The journey of Foothills Home Services is a testament to what can be achieved when a passionate team partners with a marketing agency that truly understands the homecare industry.
By applying best practices in SEO for homecare companies, refining their local marketing strategy, and telling authentic stories through content, Foothills has grown into one of Southern Alberta’s most recognized homecare providers.
Whether you’re an established provider looking to modernize your marketing or a new agency seeking to build awareness, we’re here to help you write your own success story.
📩 Ready to see how digital marketing can help your homecare business grow?
Contact The Art of Business today to schedule a consultation.
