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

Mateo Lallemand — Fri, 20 Mar 2026 03:02:29 +0000

I run a web design company called MNR Developers out of Westchester, NY. A client found us through Google and hired us to build a website for his home care agency in North Texas. Here's how I turned a blank slate into a 28-page SEO machine that got indexed by Google within 24 hours.

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
No frameworks, no bloat. Just raw HTML, CSS, and vanilla JS. The site needed to be fast, easy to maintain, and deployable on Netlify with zero build step.

HTML/CSS/JS — custom built, no templates
Netlify — hosting with auto-deploy from GitHub
Decap CMS — so the client can 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
Instead of building one homepage and hoping Google finds it, I built individual standalone pages for every keyword I wanted to rank for.
8 city landing pages — one for each city the agency serves. Each page has:

Unique title tag and meta description targeting "[service] in [city] TX"
Unique H1 and 3 paragraphs of original content mentioning local neighborhoods
Service cards, "Why choose us" section, and a FAQ section with 5 city-specific questions
FAQPage and HomeHealthCareService schema markup
Cross-links to nearby city pages for internal link equity
Breadcrumb navigation

6 individual service pages — personal care, companion care, homemaking, respite care, recovery support, extended hour care. Each with unique content and a sidebar linking to all other services.
Resource articles — targeting informational keywords that families search before they're ready to buy. Things like cost breakdowns, signs a parent needs help, and comparisons between different types of care.
Plus a careers page, blog, FAQ, referral sources page, consultation intake form, and a 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 5 nearby cities, every service page links to all other services

The CMS
The client isn't technical, so I set up Decap CMS with a Git-based workflow. He logs into /admin, edits content through a form interface, and changes get committed to GitHub which triggers a Netlify auto-deploy. No database, no server, no maintenance.
Results

All 8 city pages indexed by Google within 24 hours of requesting indexing
Site shows up in search results with proper meta descriptions
FAQPage schema detected and eligible for rich snippets
PageSpeed score in the 90s since there's no framework overhead
Client can edit content without calling me

What I'd Do Differently
Folder-based clean URLs from the start instead of .html extensions. And I'd add a blog from day one with 1-2 posts per month targeting long-tail keywords.

Takeaway
You don't need Next.js or 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 90% of small business websites that are just a homepage with no SEO thought behind them.
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

DEV Community: Mateo Lallemand

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