How to Structure a Home Care Careers Page (Template)

Most home care careers pages were built by someone who has never hired a caregiver. They open with a paragraph about company values, list three roles as bullet points, and end with a form asking for a résumé upload — on a page that a caregiver is reading on a phone, standing in a parking lot, between shifts.

This is the structure we build for agencies, and the reasoning behind each decision. Copy it directly; none of it is proprietary.

The architecture: a hub and one page per role

/careers                                  ← hub: who you are as an employer
   ├── /careers/caregiver-cna-houston-tx  ← one open role
   ├── /careers/home-health-aide-katy-tx  ← one open role
   └── /careers/companion-weekends-spring ← one open role

Why the split matters. A single page containing three roles is one URL, and one URL can be at most one job listing to Google. Split them and each competes on its own terms — its own title, its own location, its own shift pattern, its own pay. It also lets you send a specific link in a text message instead of "go to our careers page and scroll".

Slug pattern: role, then market. caregiver-cna-houston-tx reads correctly to a human and contains the words a caregiver searches. Avoid job codes in the URL; req-4471 means nothing to anyone outside your office.

The hub page: /careers

The hub's job is not to list jobs. It is to answer the question a caregiver asks before deciding whether your listing is worth an application: what is it actually like to work here?

Sections, in order:

1. What we staff, and where. "Private-pay personal care across west Houston, Katy and Spring." A caregiver decides on commute before anything else.
2. Pay and how it works. Range, when payday is, whether mileage is reimbursed, whether orientation is paid. Silence on pay is read as bad pay.
3. Shifts you actually offer. Weekday days, overnights, weekend blocks, per-diem. Be honest — mismatched expectations are the leading cause of first-week quits, and the industry's turnover problem is concentrated in exactly that window.
4. What the first two weeks look like. Orientation, shadowing, who they call at 9pm when something's wrong. This is the single most under-used section on home care careers pages and the one caregivers repeatedly say they want.
5. Requirements, stated plainly. Certification, transport, experience. Don't hide a hard requirement and waste both parties' time.
6. Open roles. Cards linking to the individual role pages.
7. What happens after you apply. "You'll hear from a person within one business day" — and then honour it, because it's the promise everyone breaks.

Keep the values paragraph if you like it, but put it below the practical information, not above.

The role page: the structure that converts

Each role page needs, in this order:

Title, location, shift, pay — visible in the first screen. Not below a hero image. The caregiver is deciding in seven seconds whether to keep reading.

A short description of the client and the work. "Weekday days with a 78-year-old gentleman in Memorial recovering from a hip replacement. Two 6-hour shifts, Monday and Wednesday, plus flexible cover." Specific beats generic: caregivers are choosing a person and a routine, not an abstraction.

Requirements as a short list.

Benefits that are real. Paid orientation, same-week pay, mileage, referral bonus, PPE provided. If you offer nothing beyond hourly pay, say the hourly rate is the offer rather than inventing perks.

An application form on the page. Name, phone, email, certification, availability, area. That's it. Every additional field costs completions, and you can ask the rest on the phone. Do not require an account. Do not require a résumé upload as the first step — many caregivers don't have a current résumé on their phone, and demanding one filters for administrative convenience rather than caregiving quality.

JobPosting markup. Invisible, mandatory. The implementation guide has a complete copy-paste example with each field explained.

Two decisions people get wrong

Whether to publish pay. Publish it. In markets where several agencies compete for the same aides, a listing without a rate loses to one that shows it — including cases where the hidden rate is higher. If your range is genuinely wide because of case complexity, publish the range and say what moves someone to the top of it.

Whether to keep filled roles live to "build a pipeline". Don't. It wastes applicants' time, and repeated dead listings damage trust with both caregivers and Google. If you want a standing pipeline, make that its own honest page — "we're always taking applications for weekend cover" — with an expiry date you actually maintain.

Mobile, because that's where they are

Assume a phone, one hand, poor signal, standing outside a client's house.

• Tap targets big enough to hit while walking.
• Phone number as a tap-to-call link, not an image.
• The form above the fold on the role page after the pay line.
• No PDF anywhere in the path.
• Page weight low — a hero video that takes eight seconds to load is an eight-second opportunity to leave.

The part after the page

A well-structured careers page increases applications. It does nothing about what happens next, and what happens next is where most home care hiring is actually lost: a caregiver applies to several agencies in one sitting and accepts whoever gets back to them credibly first.

So build the page, then decide who answers it and how fast. Even a same-hour automated acknowledgement with two interview slots beats a next-day phone call. You can model what your current response time is costing with the response speed scorecard.

Copy-paste checklist

• /careers hub explaining pay, shifts, first two weeks, and what happens after applying
• One indexable URL per open role, human-readable slug
• Title, location, shift and pay visible in the first screen of each role page
• Short, specific description of the actual case
• Application form on-page: name, phone, email, certification, availability, area
• No account required, no résumé upload as step one, no PDFs
• JobPosting markup on every role page with a maintained expiry date
• Filled roles removed the day they're filled
• Tap-to-call phone number
• Someone named as responsible for replying within one business day

When it's built, run the free visibility check against one of the new role URLs to confirm Google can actually read what you published. If the count comes back zero, the markup didn't land — and that's a five-minute fix, not a rebuild.