Hi Aaron.
I’ve broken my feedback down into 3 areas you can test in order of priority.
- Offer
It’s not clear what the offer is or what you want people to do. You introduce a “care assessment” but don’t explain what that is or why someone should want it.
The focus of the page, including most of the CTAs, seems to be more about selling the care services in general.
I suggest you define and solidify a specific offer based on your sales process, where people landing on the page are in that process and what you need people to do to take that next step.
If the offer does end up being a care assessment, that should be what you’re selling on the page. Give specifics on what that includes and the benefits of the assessment.
- Copy
The current copy is too generic. There’s nothing there that your competitors don’t also say, but this page does it in general terms.
Wording like “highest quality home care” has no real meaning without more context or proof to back it up. It’s not something people can picture or easily define.
Even the more specific sounding copy like “110% peace of mind guarantee” is vague. Does that mean you will refund the full cost plus an additional 10% if there is an issue, or is that hyperbole like when people say they give 110% effort? Make sure to be clear and specific.
There is too much first person copy. Look how many times you use the word “me.” Put the focus on the reader. You should use “you” way more than “we” or “us.”
After rewriting the copy, be sure to have someone proofread it. I spotted multiple errors.
- Design/layout
There’s too much going on in the hero area. I’m not sure what to look at first. I would simplify it and create more a a visual hierarchy to grab attention and draw readers in.
I would also switch up the typography to make it easier to read. Specifically, you should use more lowercase in place of capitalizing every word. You could also bump up the size a point or two.
I hope that helps. Best of luck!