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Proposal for Mimi’s Home Care Website Development

1) Executive Summary

Mimi’s Home Care delivers compassionate, professional, family-centered care across Broward and Palm Beach counties. Your new WordPress website will turn that promise—“We treat your loved ones the way family should”—into a calm, credible digital experience that builds trust, answers questions clearly, and converts visitors into qualified inquiries.

We will design and develop a lightweight, secure, and accessible WordPress site with a refined, reassuring aesthetic. The build will emphasize:

  • Authority & Trust: Credentials, caregiver bios, testimonials, and clear service standards.

  • Local SEO & AEO: City-targeted landing pages, structured data (schema), and natural-language Q&A content to win featured snippets and answer engine visibility.

  • Conversion & Nurture: High-contrast, mobile-first UX; prominent CTAs; Gravity Forms; optional chatbot; and GA4/Hotjar tracking.

  • Performance & Security: Custom lightweight theme, WP Rocket caching, image optimization, Wordfence firewall/2FA, and least-privilege roles.

  • Scalability: Modular information architecture that supports future branches (Mimi’s Home Health, Mimi’s Companions, Mimi’s Foundation) and potential client portals/e-commerce.

Objectives & Success Metrics

Primary Objectives

  1. Establish Authority & Trust via authentic story, caregiver credentials, reviews, affiliations, HIPAA-aware content practices, and transparent service standards.

  2. Outrank Competitors Locally for priority terms (e.g., “home care Broward County”, “senior care Palm Beach”, “companion care Fort Lauderdale”).

  3. Create an AI-Friendly Content Hub that provides concise, structured answers to common care questions and renders rich results.

  4. Deliver Seamless, Accessible UX for families and seniors with high contrast, large type, clear navigation, and fast load times.

  5. Generate & Nurture Leads with frictionless forms, booking, and optional chat that reflect Mimi’s gentle, reassuring tone.

  6. Support Brand Expansion within one scalable WordPress instance (multisite-ready if desired).

Key KPIs

  • +30% organic traffic within 6–9 months (baseline required).

  • Top-3 rankings for 8–12 target local keywords in each county.

  • +20–30% increase in form/call conversions on service/location pages.

  • <2s Largest Contentful Paint (LCP) on mobile; Core Web Vitals “Good”.

100% pages meeting WCAG 2.1 AA checks (automated + manual).

Brand & Visual System

Tone: Calm, confident, reassuring; professional with a personal touch.
 Palette: Sage Green #9FB9A1 (primary), Cream White #FDFBF7 (base), Soft Taupe #D6CCC2 (neutrals), Accent Gold #D4AF37 (subtle highlights).
 Typography:

  • Headers: Playfair Display or Cormorant Garamond (gentle authority)

Body/UI: Lato or Poppins (legibility at 16–18px base)
 Imagery: Warm, candid caregiver–family interactions; diverse age and culture representation; soft, natural light.
 Micro-UI: Rounded corners, subtle motion on hover/focus, generous white space, large tap targets, minimal distractions.

Information Architecture (IA)

Top Nav: Home • Services • About • Locations • Resources • Careers • Contact

Home

  • Value proposition + “Professional care. Personal touch.”

  • Primary CTAs: Call Now, Schedule a Free Consultation, Request Care Plan

  • Trust bar (licenses, associations, reviews)

  • Featured services, service areas, testimonials, “How we match caregivers”

Services (pillar + child pages)

  • Mimi’s Daily Care™ (companionship, meals, light housekeeping)

  • Mimi’s Personal Touch™ (ADLs: bathing, dressing, medication reminders)

  • Alzheimer’s & Dementia Care

  • Parkinson’s Care

  • Post-Surgical/Recovery Care

  • Respite Care (Mimi’s Relief Visits™)

  • 24/7 & Live-In Care (Mimi’s Comfort Program™)

  • Transportation & Errands
     Each page: who benefits, specific tasks, checklists, FAQs, outcomes, reviews, CTA.

About

  • Story & Mission (compassion first), caregiver bios, leadership, hiring standards, background checks, training, coverage map, insurance/payment options.

Locations

  • County pages (Broward, Palm Beach) + city pages (e.g., Fort Lauderdale, Boca Raton, West Palm Beach, Pompano Beach, Delray Beach, Boynton Beach) with localized content, Google Map embed, NAP, service availability, neighborhood references, CTA.

Resources

  • Blog (guides, checklists, “what to ask a home-care provider”), FAQs, downloadable PDFs, glossary (“What is home care?”), elder-care links.

  • Optional: Family Portal / Care Plan Samples (future).

Careers

  • Culture, benefits, training, application form (Gravity Forms + resume upload), screening questions.

Contact

  • Phone, hours, address, service radius map, HIPAA-aware inquiry form, emergency note, WhatsApp click-to-chat (optional).

Footer

NAP, licenses, privacy/terms, accessibility statement, social, sitemap.

SEO & AEO Strategy (WordPress-Native)

  • On-Page & Technical

    • Plugin: Yoast SEO or Rank Math (titles/meta, XML sitemaps, robots, breadcrumbs).

    • Schema (JSON-LD): Organization, LocalBusiness, Service, FAQPage, Review, Article, HowTo.

    • Internal Linking: Pillar–cluster linking (Services ↔ City pages ↔ Blog answers).

    • CWV Performance: Optimized theme, WP Rocket (caching, delay JS, preload), image compression (WebP), responsive images, critical CSS.

    • Indexation Hygiene: Clean slug structure (/services/companion-care/, /locations/fort-lauderdale/), canonical tags.

    Local SEO

    • Google Business Profile optimization for each service area; consistent NAP; embedded map; localized FAQs; geo-targeted CTAs; location schema.

    AEO Content Patterns

    • “Answer box” at top of pages: 40–60 word plain-language answers.

    • Q&A accordions marked as FAQPage.

    • Conversational subheads (“How does Mimi’s match caregivers to my mom?”).

    Glossary entries for zero-click definitions.

Content Plan (Initial)

Priority Pages (launch)

  • Home, all Service pages, Broward + Palm Beach + 4–6 high-value city pages, About, Contact, 6–8 cornerstone blog posts.

Cornerstone Blog Topics

  1. “Home Care vs Home Health: What Families in South Florida Should Know”

  2. “Costs, Coverage & Options for In-Home Care in Broward & Palm Beach”

  3. “Alzheimer’s & Dementia Care at Home: A Practical Family Guide”

  4. “How We Screen, Train & Support Caregivers (Our Standards)”

  5. “The First Week of Care: What to Expect with Mimi’s”

  6. “Safety Checklist for Aging in Place (Printable PDF)”

Downloadables

  • Family Caregiver Relief Checklist (PDF)

  • First-Visit Questions for Your Care Coordinator (PDF)

Microcopy

CTAs like “Let us bring peace of mind to your home,” “Speak with a Care Coordinator today,” and “Get a personalized care plan.”

Accessibility & UX (WCAG 2.1 AA)

  • Minimum 16–18px base font, 1.6–1.8 line height; 4.5:1 contrast.

  • Landmarks, semantic headings, skip links, focus states, ARIA for dynamic elements.

  • Keyboard-friendly forms; error prevention and clear alerts.

  • Alt text standards and media transcripts/captions for videos.

Plugin: WP Accessibility for common fixes; manual audits pre-launch.

Security, Privacy & Compliance

  • Wordfence firewall + malware scanning; bot protection; 2FA.

  • Hardened wp-config, limited login attempts, reCAPTCHA on forms, restricted XML-RPC, least-privilege user roles.

  • SSL/TLS everywhere; HSTS; secure headers; routine backups (daily incremental + offsite).

  • Privacy Policy & Terms; cookie consent banner; HIPAA-aware contact flow (no PHI in free-text fields; encourage phone follow-up).

  • Staging → production deployment via version control.

Performance & Hosting

  • Hosting Recommendation: Managed WordPress host (e.g., Kinsta/WP Engine/Pressable) with PHP 8.x, Redis object cache, CDN, automated backups, staging, WAF.

  • Optimization: WP Rocket (cache, preloading, defer/delay JS), WebP images (Imagify/ShortPixel), Query Monitor for bottlenecks, minimal plugin stack, server-level compression (brotli), HTTP/2 or HTTP/3.

Forms, Chat & Integrations

  • Gravity Forms: HIPAA-aware field design, conditional logic, secure file upload for careers, spam protection, multi-step for long flows.

  • Calendly embed for consultation scheduling.

  • Tidio or HubSpot Chat (with knowledge base answers).

  • CRM/Email: HubSpot/Zoho/Mailchimp integration; double opt-in; segmented nurturing.

Analytics: GA4 events (form submits, phone clicks, WhatsApp, file downloads), Google Tag Manager, Hotjar heatmaps/session recordings (privacy-respecting).

Technical Stack & Theme

  • Theme: Custom lightweight child theme (GeneratePress/Block-based starter) or Underscores. No page-builder bloat; Gutenberg blocks + block patterns for repeat sections.

  • Block Library: Native + ACF blocks for hero, trust bar, FAQs, review carousel, service cards, city cards, CTA rows.

  • Custom Post Types (CPTs): Services, Locations, Caregiver Bios, Testimonials, Resources.

  • Custom Taxonomies: Conditions (e.g., Alzheimer’s, Parkinson’s), Counties, Cities.

Reusable Patterns: Above-the-fold answer box, “How We Help,” “Care Steps,” “Call/Chat/Consult” CTA strip.

Sample Page Wireframe (Service Page)

  1. Hero: Clear headline (“Companion Care that Feels Like Family”), subhead, phone + primary CTA.

  2. Answer Box: 50-word direct answer (“What is Companion Care?”).

  3. Benefits Grid: Safety, independence, family peace of mind.

  4. Tasks List: Meals, medication reminders, light housekeeping, conversation, appointments/errands.

  5. Care Process: Assessment → Care plan → Caregiver match → Check-ins.

  6. Trust Section: Credentials, reviews snippet, “Why families choose Mimi’s.”

  7. FAQs: Marked as FAQ schema.

  8. Local Reassurance: “Available across Broward and Palm Beach.”

CTA: “Schedule a Free Consultation.”

Governance & Content Operations

  • Roles: Admin (owner), Editor (marketing), Author (care team), SEO Specialist (optional), Developer (maintenance).

  • Workflows: Staging reviews, content checklists (SEO, accessibility, tone), quarterly content calendar, bi-weekly blog cadence.

Brand Guardrails: Voice & tone guide, image usage rules, microcopy library, CTA conventions.

Measurement & Reporting

  • Dashboards: GA4 Explorer for acquisition & conversions; Looker Studio summary; Hotjar qualitative insights.

  • Tracked Events: Phone clicks, WhatsApp/Chat opens, form starts/completions, Calendly bookings, PDF downloads, career applications.

Reviews Pipeline: Post-care email/SMS request with direct GBP link.

Risk Management & Quality Assurance

  • QA Checklist:

    • Cross-browser/mobile testing (Chrome/Safari/Firefox/Edge; iOS/Android).

    • Automated accessibility scan + manual keyboard review.

    • Performance budget checks (PSI/Lighthouse).

    • Security scan (Wordfence), broken link check, 404/redirect rules.

    • Structured data validation; XML sitemap/robots verification.

Backups & Rollback: Pre-launch snapshot; post-launch monitor & revert plan.

Future-Ready Enhancements

  • Brand Expansion:

    • Mimi’s Home Health: RN/LPN service pages with medical schema.

    • Mimi’s Companions: Non-medical support; volunteer programs.

    • Mimi’s Foundation: Community outreach, donation integration (GiveWP).

  • Client Portal: WP Customer Area or custom app via REST API.

  • E-Commerce (Optional): Care supplies bundles (WooCommerce, Stripe).

  • Multilingual: Spanish/Portuguese (WPML/Polylang) for regional inclusivity.

Voice Search & Chatbot Knowledge Base: Structured Q&A library feeding on-site chat.

Deliverables (Scope Overview)

  • Custom WordPress theme + child theme, block patterns, CPTs/taxonomies.

  • 15–25 authored pages at launch (home, services, locations, about, contact, resources) + 6–8 cornerstone posts.

  • Gravity Forms (consult, contact, careers) with CRM integration.

  • Calendly embed; optional chatbot; GBP & Maps integration.

  • Performance/security stack (WP Rocket, Wordfence), image optimization.

  • Accessibility conformance updates and documented content standards.

  • GA4, GTM, Hotjar configured; Looker Studio reporting template.

  • Editor training: Gutenberg/ACF patterns, SEO checklist, image/alt text, publishing workflow.
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