Foothills Home Services is a senior home care provider serving High River, Okotoks, South Calgary, and communities throughout the Foothills region. Founded in 2001 by Sylvia McKinlay, the company has built a strong reputation for compassionate, high-quality care, offering services including personal care, housekeeping, in-home nursing, palliative support, and dementia care.
Foothills Home Services came to The Art of Business looking to strengthen their digital presence and create a more dependable system for growth. While they had built strong local trust and a loyal client base, much of their growth had come through word-of-mouth referrals and limited digital outreach. Their website lacked SEO optimization, social channels were underused, and blog content was limited, leaving significant opportunity untapped among families searching online for home care support.
To support their long-term goals, we developed a connected strategy focused on website optimization, SEO, content marketing, social media, paid advertising, recruitment marketing, and ongoing performance analysis. The goal was to improve visibility, create stronger digital pathways for lead generation, and help Foothills Home Services grow both its client base and team with a more modern marketing system.
Our work began with a full digital audit to identify where Foothills Home Services was losing visibility and where stronger systems were needed. From there, we rebuilt their website using SEO best practices and UX principles, creating a more accessible, professional, and conversion-friendly experience. The redesigned site included clear navigation, mobile-friendly design, optimized service pages, and stronger pathways for both client inquiries and recruitment. At the same time, we built an SEO strategy focused on improving search visibility across key service areas such as High River, Okotoks, and Calgary South.
To help Foothills Home Services build trust online and reach families earlier in their decision-making process, we launched a content strategy rooted in empathy, education, and relevance. Blog content was created around real questions families and caregivers were asking, while social media content focused on community connection, aging-in-place support, job promotions, and brand visibility. This gave Foothills a more human, consistent online presence and helped position the company as a knowledgeable, trusted provider in the home care space.
Paid advertising and recruitment marketing helped Foothills Home Services create additional digital pathways for growth. Our work included geo-targeted campaigns, keyword-optimized job ads, and ongoing paid-media management designed to attract both prospective clients and potential caregivers. As the business continued expanding, these efforts supported greater local awareness, strengthened digital reach, and created more opportunities for qualified users to take action.
The results of the strategy showed meaningful year-over-year growth across key visibility and lead-generation metrics.
Comparing March 2025 to March 2026, total website users increased by 76%, new client bookings increased by 37.5%, and LinkedIn impressions increased by 174%.
Paid media results were more mixed, but still useful in shaping ongoing optimization. Google Ad conversions decreased by 36% year over year, while Facebook ad cost per click increased by 121% over the same period. These shifts reinforced the importance of ongoing performance reviews, sharper targeting, and channel-by-channel refinement as the business scaled.
Together, these results reflect increased digital visibility, stronger client acquisition, and a more effective online path from awareness to action for Foothills Home Services.
By combining website optimization, SEO, content marketing, social media, paid advertising, recruitment marketing, and ongoing analysis into one connected strategy, Foothills Home Services built a more scalable marketing system for long-term growth. The result was improved lead generation, stronger digital reach, and a clearer path to client acquisition across Southern Alberta.
Together, these efforts gave Foothills Home Services a more effective platform for growth — one better equipped to attract families, support bookings, and sustain momentum over time.
