P&C Home Care.
Building a digital foundation for a growing home care business.
A new website for a family-owned, non-medical home care business serving Essex and Middlesex counties. I led it from strategy and experience design through implementation, testing, the domain cutover, and launch, working with collaborators on parts of the technical execution.
- Live Nov 2026
- Netlify
- Google Tag Manager
- Structured data
- Role
- Strategy, UX, technical direction & launch management
- Industry
- Non-medical home care
- Launched
- November 11, 2026
- Status
- Live
The Context
P&C Home Care is a family-owned business in Saugus, Massachusetts, providing non-medical care at home: companionship, meal preparation, medication reminders, light housekeeping, personal care assistance, and around-the-clock support.
The people who visit a home care website are usually adult children or spouses making a difficult decision, often under time pressure. The site had to make the business understandable and credible to them, and give them a calm, low-pressure way to start a conversation.
The Challenge
Nothing here was exotic. The difficulty was holding several priorities at once without any one of them crowding out the others.
Earn trust quickly with families evaluating care for someone they love, without overpromising or using clinical language for a non-medical service.
Make six distinct services and the geographic coverage clear enough that a visitor can tell within a minute whether P&C can help.
Turn a sensitive inquiry into a consultation request that feels approachable rather than like a sales form.
Work well on phones, where many of these searches happen, and for older visitors who may need larger text.
Set up technical SEO so services and service areas can be found.
Move the domain to the new site without disrupting the business email already running on it.
Strategy & Structure
The site is organized around the questions a family asks in order: what kind of help is available, how it works, whether P&C serves their town, and how to take the next step.
- Navigation by intent
- The main menu reads as those questions: Services, How Care Works, Areas We Serve, and Family Guides. Company information sits one level down because it is a secondary concern for most visitors.
- One service, one page
- Each of the six services has its own page under a shared services overview, so a visitor can go straight to what they need and each service can be found in search on its own terms.
- Education before conversion
- Family guides on topics like the cost of in-home care and the difference between home care and home health care answer the questions families have before they are ready to call.
- A single primary action
- Request a Care Consultation is the consistent call to action in the header and throughout. A phone number stays visible everywhere for visitors who would rather talk.
Experience & Design
Clarity over decoration
The visual system is deliberately plain: a deep navy and warm cream palette, large readable type, high-contrast buttons, and photography of people rather than abstract imagery. The aim was to feel steady and human, not slick.
The services overview gives each service the same weight and a short plain-language description, so families can compare without reading long copy.
Accessibility built into the header
A text-size control (Standard, Large, Extra large) and a language menu offering Spanish, Portuguese, and Haitian Creole sit in the utility bar on every page. Both reflect who actually uses this site: older adults and multilingual families.
Translated pages are labeled as automatic and point visitors back to the English page or the phone line to make a request, so nobody submits a care request based on a translation error.
A consultation request, not a lead form
The Request Care page is written to lower the stakes. It asks for what the team needs to follow up on care and availability, and keeps the phone number as an equal option.
Production form notifications were tested before launch, so requests reach the business rather than disappearing into an unwatched inbox.
Technical Implementation
I set the technical direction, coordinated the work, and owned testing and launch. Parts of the infrastructure work were carried out with collaborators, noted below.
- Front end
- A responsive front end designed mobile first, with the text-size and translation controls as part of the shared page layout rather than added afterward.
- Hosting
- Hosted and deployed on Netlify, with a staging environment used to review and test changes before they went to production.
- Domain & DNS
- The production domain was moved to Netlify and served over HTTPS. Pixel Code handled DNS configuration during the cutover; I coordinated the change and verified that the existing Hostinger email setup was preserved.
- Forms
- Consultation form notifications tested successfully in production before launch.
- Analytics
- Google Tag Manager configured on every page, so measurement can be added and adjusted without code changes.
- Technical SEO
- Unique titles and descriptions for each page, canonical URLs, Organization and WebSite structured data that names the counties served, and an XML sitemap covering services, service areas, and guides.
Launch & Quality Assurance
Launch meant confirming the site worked as a business tool on the real domain, not just that the pages loaded.
- 01
Production domain live over HTTPS.
- 02
Business email confirmed working after the DNS change.
- 03
Consultation form submissions and notifications tested end to end.
- 04
Google Tag Manager confirmed loading in production.
- 05
Sitemap, metadata, and structured data checked on the live domain.
- 06
Layouts, text sizing, and contact paths checked across phone, tablet, and desktop.
What Was Delivered
P&C Home Care now has a public, mobile-friendly website on its own domain, with clear service and coverage information, a tested consultation pathway, and the tagging and search foundations needed to learn from real visits.
The site launched in November 2026, so it is too early to report traffic or inquiry figures, and none are claimed here.
Reflection
This project sits where website strategy, user experience, technical execution, and business operations meet. The visible work is the site itself. Just as important was the work families never see: coordinating a domain move without breaking email, confirming form submissions reach someone, and having tagging in place before launch.
For a small business entering a sensitive market, those details decide whether a website is a brochure or a dependable way for families to get help.
- Responsive front end
- Netlify
- DNS / HTTPS
- Google Tag Manager
- Structured data
- XML sitemap
- Accessibility
- Translation