Write for Support at Home and residential care separately
Support at Home replaced Home Care Packages on 1 November 2025. Its eight ongoing classifications and quarterly budgets are not the former four package levels. Explain the services your organisation actually delivers, how people use My Aged Care and what happens when someone contacts your intake team. Retain older terminology only where it helps explain the transition, not as the description of your current offer.
Residential care needs its own location and room information. Publish the accommodation prices and other required information rather than hiding every cost behind an enquiry form. Explain the difference between accommodation payments and ongoing care fees, with current official references. Home care pages need service prices and contribution information appropriate to that program. Do not copy a residential fee explanation onto a Support at Home page or imply that a marketing enquiry establishes eligibility.
How we would organise the search content
Give each residential home a page with its own location, room information, access details and admissions contact. Organise home care pages around actual service coverage and the Support at Home services you provide. Retirement living should remain a separate proposition rather than borrowing care-program language to capture searches.
Plan supporting content around the decisions intake hears repeatedly: how to arrange an assessment, what published prices mean, how to compare a home and what happens after an enquiry. Link to current official guidance instead of reproducing tables that go out of date. Searchers may still use old package terminology, so explain the transition within an accurate current page rather than maintaining obsolete package-level landing pages.
Search themes and the pages that should answer them
- residential aged care [suburb]
- aged care home [area]
- Support at Home provider [area]
- home care services [area]
- residential respite [area]
- aged care room information
- aged care tour [location]
- switching home care provider
We tailor these ideas to your services, audience and advertising requirements.
What should stay out of the content plan
Separate jobs, courses, property investment and retirement-village intent from care-service content. Do not advertise specialist dementia support or respite availability unless that home actually provides it.
What the landing page needs to answer
Put required prices, service scope, access information, visiting or tour arrangements and the appropriate contact beside the service. Keep published details consistent with My Aged Care and assign ownership for room and capacity updates.
A tour, an assessment and a service enquiry are different steps
For a residential home, show the location, visiting arrangements, room options, access information and who answers admissions questions. For home care, show service suburbs, actual delivery capacity and how the team discusses assessed needs. My Aged Care and the Single Assessment System have their own roles. Your website should not suggest that booking a tour replaces an aged care assessment or buys priority in an assessment queue.
Families may compare several services before they can act. Let them read, call or enquire on behalf of an older person with appropriate authority. Avoid language that treats an adult child as automatically entitled to decide. A report should distinguish a tour request, an eligible home care enquiry and a confirmed service commencement; combining them conceals the bottleneck the admissions team needs to solve.
Scope the work around useful pages and actual demand
We scope the existing content, local presence, service coverage and technical work required. We prioritise pages for services with capacity rather than a fixed number of articles each month. The work is tailored to your services, locations and current website.
Advertising and communication boundaries
Use the Aged Care Act framework, applicable Quality Standards and Australian Consumer Law when checking provider claims. Ahpra rules also matter where registered health practitioner services are advertised. Use current registered-provider terminology. Do not suggest that a provider can guarantee government funding, a care place or an assessment outcome.
Use: "Talk with our intake team about local Support at Home services." Avoid: "Skip the assessment queue and secure your package today." A service enquiry cannot promise that outcome.
Local accuracy and useful content before page volume
We make sure the site, local listings and practitioner information describe the same real service. A location page should contain something useful about that location, not a substituted suburb name. Link important service pages from the navigation and relevant articles so readers can reach them without guessing where they belong. Keep required disclosures and funding information visible.
We review content with the person responsible for each service and agree who updates staff, hours and availability. We report search visibility and enquiries separately, so you can see whether more people are finding the service and contacting your team.
How we would judge the work
Compare search and enquiry performance by residential location and home care service area. Track tour requests, attended tours, suitable intake enquiries and commencements separately. A phone call asking about government eligibility is not automatically an admissions lead.
Five mistakes to check in an audit
- Old package levels in page titles. Replace current-service descriptions based on four Home Care Package levels with Support at Home information, while explaining the transition for readers who use the old name.
- Retirement and care searches combined. Retirement living and subsidised care have different eligibility and purchase decisions. Give them distinct content and reporting.
- Fees only available after a form. Required published prices belong on the website. Explain them in context rather than making families enquire just to see them.
- One page for every home. Each residential location needs accurate room, access and admissions details. Shared corporate prose does not answer local questions.
- Tour requests treated as admissions. Report tour attendance, suitability and eventual commencement separately so search performance reflects the longer decision process.
Related service information and reading
See our marketing approach for aged care providers and healthcare SEO service information. Related services: Website design for aged care providers, Google Ads for aged care providers, Meta Ads for aged care providers.
For search-market context, see the aged care Google Ads benchmarks. These are search advertising references, not agency prices or promised results.
Further reading: Best Aged Care Marketing Agencies in Australia 2026; Allied Health Referrals.
Check the applicable rules: official Support at Home information.
Book a search visibility review to discuss the services, capacity and enquiry pathways that matter for your organisation.
Updated 4 October 2026.
