Navigate

Research Competitors The Plan Questions Path Forward

Strategic Growth Plan · Healthcare · Maryland

Building the digital engine behind Better Lives

I've spent the past week studying your business, your website, and your competitors in the Maryland healthcare staffing market. This document shares what I found — and what I need from you to finalise the strategy.

Prepared by Newman Adesan Phase 1 — Complete Phase 2 — Your Input

Section 01 — What I Learned About Your Business

Better Lives is bigger than it looks online

Before looking at the website or the strategy, I wanted to understand the actual business first. What I found is a company with a strong foundation that deserves a digital presence to match.

12

Service Lines

10+

Maryland Counties

2

Revenue Streams

ACHC

Accredited

Business Model

A two-sided marketplace

Structural Advantage

Side 1 — Families

Direct care services

Care delivered to people in their homes

Skilled nursing, home health, personal care, dementia care, pediatric and geriatric care, VA community care, and more — across Maryland.

Side 2 — Facilities

Healthcare staffing solutions

Qualified staff placed into hospitals & care homes

RNs, LPNs, CNAs, and HHAs placed into hospitals, nursing homes, and clinical facilities — per shift, per week, or ongoing.

→

Most competitors only operate on one side. Better Lives operates on both — a structural advantage the current website doesn't communicate at all.

12 Service Lines

Staffing Agency Private Duty Nursing Skilled Nursing Home Health Pediatric Care Geriatric Care Companionship Live-in Care Personal Care Alzheimer's / Dementia Care VA Community Care Therapy Services

Most competitors I studied offer between 3 and 6 services.

Verified Credentials

ACHC Accredited

Independently evaluated against national quality standards — most agencies aren't.

VA Community Care Approved

Eligible to serve ~400,000 Maryland veterans. An underutilised growth channel.

Two Registered NPI Numbers

Federally recognised as a legitimate healthcare provider.

Tiffany Oyekan — Nurse Manager

Clinical leadership in place, providing oversight and credibility.

Coverage Area

Prince George's Anne Arundel Howard Montgomery Baltimore County Baltimore City Frederick Carroll Calvert Cecil (partial) Eastern Shore

Every county is a digital marketing opportunity we're not yet capturing.

"The business has the substance. What it needs is a system that makes the substance visible."

Section 02 — What Your Competitors Are Doing

Three agencies I studied. Three lessons.

Each one does something well that Better Lives can learn from — and each has a clear weakness that creates an opening for us.

SYNERGY HomeCare Same Zip Code — Ellicott City
Local SEO Individual pages for every city they serve — Catonsville, Elkridge, Pikesville, Randalstown, Woodstock. A dedicated page for every local search.
Leadership Owner (Doctor of Physical Therapy) and Geriatric Nurse Practitioner named with credentials on the About page.
Google Reviews 4.9 stars with ~35 reviews — the strongest local trust signal in healthcare search.
Content "Knowledge Center" blog publishing monthly on caregiver topics — VA benefits, fall prevention, hospital recovery.
Our Opportunity
Their Gap
Home care only — they cannot place staff into facilities. Their single-sided model caps their growth ceiling.
Our Move
Build location pages for every county and city we serve, capturing their search traffic — while also serving a facility audience they structurally cannot reach.
Maryland Health Care Staffing Content Marketing Leader
Blog Library 15+ posts targeting healthcare staffing keywords, with internal links to role-specific service pages.
Role Pages Separate service pages for each professional role — RN, LPN, CNA, CMT, OT, COTA. Targets the exact terms facilities use to search.
Recruitment Clear worker benefits displayed — direct deposit, competitive pay, flexible hours, 24/7 support. Inline application with resume upload.
Our Opportunity
Their Gap
Blog completely inactive since March 2023 — three years stale. No city or county-specific pages anywhere on the site.
Our Move
Launch a consistent content engine and geo-targeted county pages. We overtake their entire digital strategy within months.
Capital City Nurses Multi-State — MD / VA / DC
Content Depth Service pages run 1,100+ words each with detailed care explanations, sub-services, and FAQ sections.
Branded Process Proprietary "Care360" assessment and a four-step care journey visible on every service page.
Leadership Five named leaders with photos, titles, and detailed bios — from Executive VP of Operations to VP of Human Resources.
Our Opportunity
Their Gap
Blog link returns a 404 error. Care360 is described but not interactive online. No pricing, no insurance information, no live engagement tools.
Our Move
Build a functioning content hub and a real interactive care assessment — experiences none of these three competitors currently offer.

Section 03 — What We're Going To Build

Five systems to close every gap

Each competitor taught us something specific. The plan I'm building takes the best of what they do, fills the gaps none of them have addressed, and integrates AI where it creates the most impact.

1

Trust Architecture

  • Founder story and personal profile on the About page
  • Tiffany Oyekan featured with credentials and clinical role
  • ACHC and VA approval displayed prominently with plain-language explanations
  • Team photos — caregivers, office staff, leadership
  • Google reviews strategy to build and display social proof
  • Client and family testimonials collected and featured
Website
2

SEO Foundation

  • Dedicated landing page for every county and city served
  • Role-specific pages for the staffing side — RN, LPN, CNA, HHA
  • Schema markup on every page for better search visibility
  • Optimised meta descriptions and clean URL structure
  • 12 service pages with 1,000+ words of detailed content each
Website Penny
3

Content Engine

  • Blog targeting the questions families are already searching for
  • Topics — caregiver advice, insurance guidance, fall prevention, VA benefits
  • Every article links to a service page that links to a contact form
  • FAQ section answering the most common client questions
  • Content distributed across Facebook, Instagram, and LinkedIn
Website Penny Sonny
4

Conversion System

  • Separate "For Families" and "For Facilities" pathways from the homepage
  • Smart intake forms that categorise and route enquiries
  • Interactive care needs assessment tool on the website
  • AI-powered receptionist handling the 24/7 line after hours
  • Branded care process visible on every service page
Website Rachel
5

Recruitment Pipeline

  • Specific job listings with role descriptions and requirements
  • Clear benefits and value propositions for each worker type
  • Streamlined inline application with resume upload
  • Staff testimonials showing what it's like to work at Better Lives
  • Facility job-posting intelligence used to target understaffed facilities
Website Stan

Section 04 — What I Need From You

The answers that shape the strategy

Everything above was built from what I could learn externally — the website, public records, and competitor research. The questions below are what I need from you to finalise the full plan. Click any group to expand it.

01

Business Operations

The current numbers and structure

7 questions ▾
How long has Better Lives been operating?
How many active healthcare workers are on the roster right now?
How many facility clients does Better Lives serve regularly?
How many individual and family clients are currently active?
How does billing typically work — per shift, weekly, monthly, or another structure?
What exactly is Tiffany's role in the day-to-day operations?
Who else is part of the core team — administration, scheduling, management?
02

Client Pipeline

How clients currently find and choose Better Lives

5 questions ▾
How do new family clients currently find Better Lives — word of mouth, phone calls, website, referrals?
How do new facility clients currently find you?
What is the biggest reason a potential client doesn't move forward?
Does Better Lives accept Medicare, Medicaid, private insurance, or private pay only?
Roughly how many enquiries per week or month does the business receive?
03

Staff Pipeline

How healthcare workers are recruited and retained

6 questions ▾
How do you currently recruit healthcare workers — job boards, word of mouth, agencies?
Which positions are hardest to fill right now?
What makes workers choose Better Lives over other agencies?
What benefits does Better Lives offer workers — pay rates, flexibility, support, training?
What is the average time from application to first placement?
What causes workers to leave?
04

Operations & Process

The journey from first contact to care delivery

4 questions ▾
Walk me through what happens from the moment someone calls to a caregiver arriving at their home
Who currently answers the 24/7 phone line after hours?
What is the biggest operational bottleneck — not enough workers, not enough clients, or not enough capacity to manage what you have?
What systems are currently used for scheduling, billing, and communication?
05

Trust & Brand

The credibility signals we can put to work

8 questions ▾
Do you have any accreditations or certifications beyond ACHC?
Has Better Lives received any awards or recognitions?
Are you registered with the Better Business Bureau (BBB)?
Would you be comfortable featuring your photo and personal story on the new website?
Would Tiffany and other team members be willing to be featured with photos and credentials?
Do you have professional photos of your caregivers in action, or would you be open to arranging a session?
How many Google reviews does Better Lives currently have, and what is the average rating?
Would you be comfortable asking satisfied clients and families for written testimonials?
06

Conversion & Intake

Making it easier for people to reach you and get started

5 questions ▾
When a family calls for the first time, what information do you need to determine if you can help them?
When a facility calls needing staff, what do they typically ask first?
How quickly are website enquiries typically responded to?
Would you be open to the website giving families and facilities separate, tailored entry points?
Would you be open to an AI-powered receptionist handling initial enquiries after hours, so no lead is ever lost to a voicemail?
This is Rachel — one of the Marblism AI team members. She can provide a warm, professional first response to families calling at 10pm, then route the enquiry to you in the morning.
07

SEO & Content

Building the engine that brings people to the website

6 questions ▾
Which counties currently generate the most business for Better Lives?
Which counties would you most like to grow into?
Are there specific services that are in higher demand than others?
Do families or clients ever ask the same questions repeatedly? Those become our FAQ and blog content.
Would you be willing to contribute to or approve blog content about home care topics and caregiver advice?
Has Better Lives ever been featured in any news articles, publications, or community events?
08

Recruitment & Careers

Attracting the best healthcare workers in Maryland

5 questions ▾
Do you currently post jobs on Indeed, LinkedIn, or other job boards?
Are you competitive on pay rates compared to other agencies in Maryland?
Would current staff be willing to share short testimonials about their experience?
What certifications and licences do you require for each role — HHA, CNA, LPN, RN?
Is there anything unique about working at Better Lives that other agencies don't offer?
09

Marketing & Technology

Current tools and digital presence

5 questions ▾
Has Better Lives ever run digital advertising — Google Ads, Facebook Ads, or similar?
Is Google Analytics installed on the current website?
Do you have access to the WordPress admin dashboard for the current site?
Are any of the Marblism AI team members currently active, or is the subscription unused so far?
Do you currently have an active Facebook Business page or any other social media accounts?

Section 05 — What Comes Next

From research to results

Once I have your answers, I'll finalise the complete strategy — the new website architecture, the AI configuration, the content plan, and the metrics we'll use to track growth. I'll present it as an interactive proposal you can experience before anything is built.

Phase 1

Research

Website audit, competitor analysis, and business model mapping.

Complete

Phase 3

Strategy

Full system design with AI integration, SEO plan, and metrics.

Pending

Phase 4

Proposal

Interactive proposal website — experience the strategy before it's built.

Pending

Phase 5

Build

Execute the strategy. Deploy, track, and optimise for results.

Pending
Newman Adesan — Better Lives Strategic Plan, 2026