Wayfinder Care Company
A website for an in-home senior care company serving the Portland metro and Salem through locally owned offices, built to speak to two audiences at once: the families hiring, and the caregivers they need to hire.
Google Search Console and site analytics, first four weeks after launch, reported October 30, 2026.
Wayfinder delivers in-home care through locally owned offices, which is their advantage and their complication. The site had to feel like one brand while sending a family in Beaverton and a family in Salem to the people who would actually show up at their door. It also had to recruit, because in home care the caregiver shortage is the growth ceiling, and a site that only sells to families solves half the problem.
- 01A single brand identity that carries across every locally owned office, with city-level paths underneath it
- 02Two front doors on equal footing: families looking for care, and caregivers looking for work that values them back
- 03The friction removed from the first step, a free in-home assessment with no contract, said plainly rather than buried
- 04Call or text on every screen, because the family making this call is often standing in a hospital corridor
- 05A single-site structure with each franchise on its own location page, each carrying a video and team bios
- 06Differentiators placed at the center of the copy: a 24/7 central call center, caregiver training done in person with return demonstration, and nurse-delegated services
- 07A careers page for caregiver recruitment with a short name-and-phone form that feeds the recruiting partner
- 08An AI and SEO program started October 14, 2026: a Google Business Profile for each office, review requests automated through GoHighLevel, hours standardized across listings, and 33 FAQs marked up with structured data
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