The short version
- There is no traffic or conversion data to pull. The site has no analytics, no Meta pixel, no heatmaps, and the GoDaddy login only controls the domain name. The website itself is hosted by your developer (HBJamaica) on a server in London. Nobody has ever measured this site. Step one is to start measuring.
- The site is a brochure, not a front door. A caregiver who lands on it is greeted with "Welcome" and a "Read More" button. Your single strongest line, "Earn a tax-free stipend to care for a loved one in your home," is at the very bottom of the page.
- Nothing on the site can be tapped to call you. The phone number appears as plain text everywhere. On a phone, the visitor has to memorize it and dial.
- Several pages are unfinished template pages. The FAQ is Latin filler text, the "Doctors" page says "Our Lawyers," and the social icons link to facebook.com and twitter.com home pages.
- The fix is a short list, not a rebuild, and it does not depend on your developer. Nine changes, most of them copy and links, all made through a layer we place in front of the site using the GoDaddy access you already gave us. Section 5 is the approval list. Reply with the numbers you approve, or "all of it."
1. Baseline: what we can measure today
Before changing anything, we want a number to beat. Here is what exists, and what does not.
| Metric | Today | Source |
|---|---|---|
| Website visits per month | Unknown. No Google Analytics, no Meta pixel, no Clarity, nothing. | Site code check, 9/15 |
| Calls from the website | Unknown. No call tracking, and no tap-to-call links to count. | Site code check |
| Form submissions | Unknown. Contact form emails info@ with no log or count. | Site code check |
| Inquiries per month (all sources) | 3 to 5 | Your intake, 8/14 |
| Enrollments, last 90 days | 15 | Your intake, 8/14 |
| Inquiry to enrollment | About 1 in 3 | Your intake, 8/14 |
| Time to enroll | 30 to 45 days | Your intake, 8/14 |
| Capacity | 10 enrollments per month | Your intake, 8/14 |
| After-hours inquiries | Office voicemail | Your intake, 8/14 |
Reading those numbers together: most of your growth today comes from word of mouth and professional referrals, not the website. That is normal for an agency your size, and it is also the opportunity. The site is the first thing a referred family checks before they call. Right now it neither confirms the referral nor gives them an easy next step.
How we get a real baseline: the moment measurement is installed (Section 5, item A1), we start counting visits, calls, and form starts. Thirty days later you get the first baseline report, and every change after that is measured against it.
2. Scorecard
| Area | Grade | Why |
|---|---|---|
| First impression | C | Clean and professional, but generic. "Welcome To Community First AFC" tells a caregiver nothing about what you do for them. |
| Offer clarity | D | The stipend, the nurse and case manager, the languages, the "we pay on time" promise: all true, none of it on the page where people land. |
| Calls to action | D | "Read More" is the only button above the fold. No tap-to-call, no text option, no "See if you qualify." |
| Trust and proof | C | CARF accreditation, 130+ families, and six languages are not shown. Photos are stock. No caregiver stories. |
| Mobile experience | C | Layout adapts, but a floating share bar covers the headline and there is no sticky call button. |
| Measurement | F | Nothing is tracked. We cannot tell you what works because nothing is counted. |
| Lead handling | D | Form goes to an inbox, calls go to voicemail after hours, no automatic text back. Inquiries can sit for days. |
3. What a caregiver sees
4. Findings
The headline says "Welcome" instead of what you do for them
A daughter caring for her mother lands on the page and reads "We are understanding, culturally sensitive and empathetic." True, but it does not answer her question: can I get help, and can I get paid for what I am already doing? Your best line is in the green bar at the bottom of the page, where almost nobody scrolls. Move it to the top.
The phone number cannot be tapped
508-304-9782 appears on every page as plain text. There is not a single tap-to-call link on the site. On a phone, which is where most caregivers will be, the visitor has to remember the number and type it. This is a five-minute fix and probably the single biggest leak.
There is no way to find out "Do I qualify?"
Your eligibility rules are clear (live together, MassHealth or private pay, needs help with at least one daily activity, 16 or older) and they are written on the Adult Foster Care page. But the site never asks the visitor those questions. The contact form asks for a "Subject" and a "Message" instead, which is what you ask a stranger, not a family that needs care. A short "See if you qualify" form does two jobs at once: it gives the family a next step, and it screens out the people you told us are a poor fit.
The stipend amount is nowhere on the site
Caregivers can receive up to $1,700 per month at Level II and up to $837 per month at Level I, tax-free, paid monthly. Those figures do not appear anywhere. You also told us the number one complaint about other agencies is "they pay less and pay late." Your site should say plainly that you pay on time, every month. (We keep the "up to" wording so it stays compliant with the program's advertising rules.)
Unfinished template pages are still live
- The FAQ page is Latin filler text ("Lorem ipsum dolor sit amet"). Six questions, none real. It was taken out of the menu at some point but it is still live, and Google can still find it.
- The Doctors page is empty and its heading reads "Our Lawyers." Same situation: hidden from the menu, still live.
- The Blog has one post, from June 2023.
- The social icons in the footer go to facebook.com, twitter.com, linkedin.com, pinterest.com and youtube.com home pages, not your accounts.
- The Careers link sends applicants to a form on hbjamaica.com, your developer's domain. A caregiver applying to work with you should never leave your site.
- "Patient Login," "Patient Registration" and "AFC LOGIN" sit in the public menu. Families do not need them, and "Patient Registration" (which asks for a password) is easy to mistake for the way to sign up.
- The banner image on the inner pages was never added. Visitors see a gray box that reads "1300X324," the size the developer meant to fill.
- The footer says "Copyright 2023, HBJamaica."
Your proof is missing
You are CARF accredited, you have served more than 130 families since 2022, your staff speaks English, Spanish, Portuguese, Arabic, Haitian Creole and several Indian languages, and callers get direct access to the Program Director. The site mentions three languages, and none of the rest. Every photo is a stock photo. There is not one sentence from a real caregiver. A referred family looks for exactly these things before they pick up the phone.
On a phone, the share bar covers the headline and there is no call button
A floating "share" widget sits on the left edge of the screen on top of the hero text (on desktop it also covers the first letter of the "Home" menu link). It adds nothing (nobody shares an AFC agency's homepage) and it hides your message. A sticky "Call" and "Text" bar at the bottom of the screen should replace it.
Nothing is measured, and the code is heavier than it needs to be
- No Google Analytics, no Meta pixel, no heatmap tool. The Meta pixel matters for the ad campaign we are building: without it, Meta cannot learn which visitors become inquiries.
- The page description shown in Google results is blank, and there is no sitemap. Google is guessing what the site is about.
- The page loads two copies of the same code library, one of them over an insecure connection that browsers block, plus a text editor and a payment script on every public page. The server is in London, which adds about half a second for a visitor in Worcester.
Inquiries land in an inbox and a voicemail
The contact form emails info@ with no record beyond the email. After-hours calls go to the office voicemail. There is no automatic text back and no reminder if nobody replies. This is the piece the new system we are building solves (every inquiry gets a text within a minute, and every one is tracked to an outcome), so the site's forms and buttons should feed that system rather than the inbox.
5. The plan, and what needs your OK
Everything below runs through one mechanism: Cloudflare, a free service we place in front of your domain using the GoDaddy login you already sent. It measures traffic, and it lets us change what a visitor sees on the page without touching your developer's code. Your site stays exactly where it is, HBJamaica does not need to be involved, and every change can be switched off in minutes.
Group A: measurement
- A1. Put Cloudflare in front of communityfirstafc.com (free)This is a change to where the domain name points, made in GoDaddy. Nothing on the website changes, and email keeps working exactly as it does now (the mail records are copied over). What it gives us: visitor counts starting day one, and the ability to add the Meta pixel and a heatmap tool without touching your developer's code. Reversible in about five minutes if you ever want it undone.
Group B: on-page fixes (same Cloudflare layer, no developer needed)
- B1. New headline, subheadline and buttons at the top of the homepageExact copy is in Section 6. Two buttons: "See if you qualify" and "Call 508-304-9782."
- B2. Make the phone number tappable everywhere, add a "Text us" option, add a sticky Call/Text bar on phonesRemove the floating share widget.
- B3. Replace the contact form with a short "See if you qualify" formSix questions (Section 6). Submissions go into the new system so every family gets a text back within a minute and nothing sits in the inbox.
- B4. Add a stipend section to the homepage"Up to $1,700 per month (Level II) or up to $837 per month (Level I), tax-free, paid monthly, on time." Plus one line on who cannot be paid (spouses, legal guardians, parents of minors) so the wrong people self-select out.
- B5. Add a proof stripCARF accredited. 130+ families since 2022. Six languages. Direct access to the Program Director. Later: two or three real caregiver quotes, which we will collect through the campaign.
- B6. Clean up the unfinished pagesRemove the Doctors page. Replace the FAQ filler with the eight real questions in Section 6. Fix the five social links or remove them. Move the Careers application onto your site. Take Patient Login and Patient Registration out of the public menu (a small "Staff login" link in the footer keeps it reachable). Fix the footer copyright.
- B7. Search basicsA real page title and description for Google, and a sitemap. Small, but it is how a family who Googles "adult foster care Worcester" finds you.
- B8. Trim the codeRemove the duplicate library and the editor and payment scripts from public pages. Optional, and this is the one item that is cleaner done by your developer. It makes the page faster, nothing more.
What I need from you
- Which items you approve. Reply with the numbers (for example "A1, B1 to B7"), or "all of it."
- Optional: the website admin login or an introduction to HBJamaica. Not required for any of the above. It would let us make two small cosmetic fixes at the source (the gray placeholder banners on inner pages, and the script cleanup in B8).
6. The copy, so you can approve exact words
Homepage top section (B1)
Community First helps Massachusetts families enroll a parent, an adult child, or another loved one in the Adult Foster Care program. Caregivers receive a tax-free stipend of up to $1,700 a month, plus a nurse and a case manager on your side. We speak English, Spanish, Portuguese, Arabic, Haitian Creole and more, and we serve every county in Massachusetts.
See if you qualify (2 minutes)Call 508-304-9782Note: the wording follows the program's advertising rules. It describes the benefit, uses "up to," and does not promise a payment before eligibility is confirmed.
"See if you qualify" form (B3)
- Who are you caring for? (Parent · Adult child · Spouse's parent · Other relative · Friend · Myself, I need a caregiver)
- Do you and they live in the same home? (Yes · Not yet, but we plan to · No)
- What insurance do they have? (MassHealth Standard · MassHealth CommonHealth · Senior Care Options · One Care · Private pay · Not sure · None)
- Do they need help or supervision with daily activities such as bathing, dressing, eating, using the bathroom, walking or getting in and out of bed? (Yes · Sometimes · No)
- What language do you prefer? (English · Spanish · Portuguese · Arabic · Haitian Creole · Other)
- Your name and best phone number.
Everyone gets a text back within a minute. Families who answer "No" to question 2 or "None" to question 3 get a kind message explaining the requirement, so your team's time goes to families who can enroll.
Real FAQ (B6), drafted from your own answers
- How much is the caregiver stipend? Up to $1,700 per month for Level II care and up to $837 per month for Level I, depending on the member's assessed needs.
- Is the stipend taxed? No. It is a tax-free stipend, paid monthly.
- Who can be a paid caregiver? An adult (18+) who lives with the member and can help with at least one daily activity. Spouses, legal guardians, and parents of minor children cannot be paid under program rules.
- Do we have to live together? Yes. The caregiver and the member must share a home.
- Which insurance qualifies? MassHealth Standard, MassHealth CommonHealth, Senior Care Options plans, One Care plans, or private pay.
- Will my loved one lose other benefits? Adult Foster Care is a MassHealth benefit and does not take other benefits away. Our case manager helps you keep everything you already have and connects you with services you may be missing.
- How long does enrollment take? Usually 30 to 45 days. A doctor's referral and a MassHealth authorization are part of the process, and we handle the paperwork with you.
- What does Community First do after we enroll? A nurse and a case manager visit regularly, support the caregiver, and coordinate with doctors and other services. You get direct access to the Program Director.
7. What happens next
| When | What |
|---|---|
| This week | You reply with approvals. A1 goes live the same day. Measurement starts. |
| Week 1 to 2 | B1 to B7 go live through the same layer. You see a preview of each page and approve it before it is published. |
| Day 30 | First baseline report: visits, calls, form starts, form completions, by source. |
| Ongoing | The site becomes the landing spot for referrals while the ad campaign runs on its own page. Both feed the same system, so every inquiry is counted and followed up. |