I Built a 28-Page SEO Website for a Home Care Agency — Here's the Full Breakdown

Source: Dev.to

The Client

Nick runs a non‑medical personal care agency serving 8 cities in the Dallas‑Fort Worth area. He had no website, no online presence, and was competing against established agencies with years of SEO history.

The Stack

• HTML/CSS/JS – custom built, no templates, no frameworks, no bloat.
• Netlify – hosting with auto‑deploy from GitHub.
• Decap CMS – lets the client edit content through a GUI without touching code.
• Google Analytics + Search Console – tracking from day one.
• Schema markup – HomeHealthCareService and FAQPage structured data on every page.

The SEO Strategy

City Landing Pages

Eight city‑specific landing pages (one for each city the agency serves). Each page includes:

• Unique title tag and meta description targeting “service in city TX”.
• Unique H1 and three paragraphs of original content mentioning local neighborhoods.
• Service cards, “Why choose us” section, and a FAQ section with five city‑specific questions.
• FAQPage and HomeHealthCareService schema markup.
• Cross‑links to nearby city pages for internal link equity.
• Breadcrumb navigation.

Service Pages

Six individual service pages—personal care, companion care, homemaking, respite care, recovery support, extended hour care. Each features unique content and a sidebar linking to all other services.

Resource Articles

Target informational keywords families search before they’re ready to buy (e.g., cost breakdowns, signs a parent needs help, comparisons between care types).

Additional Pages

• Careers page
• Blog
• FAQ
• Referral sources page
• Consultation intake form
• Locations hub

Technical SEO

• sitemap.xml with all URLs submitted to Google Search Console.
• Canonical URLs on every page.
• JSON‑LD schema on every city and service page.
• Favicon in multiple sizes.
• Unique title and meta description for every single page.
• Internal linking strategy: every city page links to five nearby cities; every service page links to all other services.

The CMS

The client isn’t technical, so Decap CMS was set up with a Git‑based workflow. He logs into /admin, edits content through a form interface, and changes are committed to GitHub, triggering a Netlify auto‑deploy. No database, no server, no maintenance.

Results

• All eight city pages indexed by Google within 24 hours of requesting indexing.
• Site appears in search results with proper meta descriptions.
• FAQPage schema detected and eligible for rich snippets.
• PageSpeed score in the 90s (no framework overhead).
• Client can edit content without contacting the developer.

What I’d Do Differently

• Use folder‑based clean URLs from the start instead of .html extensions.
• Add a blog from day one with 1–2 posts per month targeting long‑tail keywords.

Takeaway

You don’t need Next.js, a headless CMS, or a $10K agency to rank. Raw HTML with good structure, unique content per page, proper schema, and solid internal linking will beat the majority of small‑business websites that rely on a single homepage with no SEO strategy.

If you’re a developer looking to offer web design and SEO to local businesses, this is the playbook: build standalone pages for every keyword, add structured data, submit to Search Console, and let Google do its thing.

Check out more of our work at mnrdev.com.