Case study
Lonestar Home Healthcare
Lonestar provides personal assistance services, the help with bathing, mobility, meals and company that lets people stay at home. We gave it a brand that reads as Texan and trustworthy, a site that explains each kind of care properly, and a recruiting funnel that screens caregivers before anyone picks up the phone.
- Client
- Lonestar Home Healthcare, Allen TX
- Year
- 2026
- Platform
- WordPress + Elementor, Pinn.Media CRM
- Pages
- 8 services, careers funnel
- Live
- lonestarhome.health
- Brand
- Web design
- WordPress build
- Service content
- Recruiting funnel
- CRM, chat & booking
- Analytics
Lonestar Home Healthcare is a non-medical home care agency in Allen, Texas, providing personal assistance services across Dallas, Fort Worth and the surrounding counties. Its clients are seniors, children and adults managing illness, recovery, disability or long-term conditions, and their families.
The brief
A care agency sells trust to a family at a hard moment, and hires caregivers in a market where everyone is hiring. The site had to do both jobs: explain each kind of care well enough that a family feels sure before they call, and screen caregivers well enough that coordinators spend their time on the right applicants.
What we did
Brand. The star mark, the Lora and Plus Jakarta Sans pairing and a navy, peach and cream palette.
The website. Built on WordPress with Elementor so the team can edit it: Home, About, Our Services, eight service pages with original long-form copy, Our Team, the Care Blog and Contact. Titles and descriptions are written per page, and the organisation is described to search engines with structured data.
Every way in. A chat assistant on every page, a contact form and a booking calendar for free consultations, all in the Pinn.Media CRM.
Recruiting. A caregiver pre-screening funnel on its own subdomain, with a judgement quiz and SMS consent.
Outcome
Families can now read exactly what each kind of care includes, see the answers to cost, licensing and coverage, and book a consultation or chat without waiting for office hours. Caregivers apply through a funnel that screens before the first call. Lead and applicant numbers live in the CRM and are the client's to share; we are not quoting any here.
Brand
Lonestar Home Healthcare, brand
A star in red-to-navy, a serif that feels like a letter from someone who cares, and a warm palette that keeps the site from looking clinical.
The mark is a single star in a red-to-navy gradient beside the wordmark, Texas without a cowboy hat. Headlines are set in Lora, a serif chosen because care is a personal decision and the type should read like a letter rather than a form; body and interface text use Plus Jakarta Sans. Navy carries authority, peach carries the calls to action, and cream and pale blue grounds keep long pages warm.
Web
Lonestar Home Healthcare, the website
Eight service pages that explain each kind of care in full, a FAQ that answers cost, licensing and coverage, and every page ending in a way to book.
Home moves from promise to proof: what sets the caregivers apart (vetted, trained, matched), the services, the mission, the team and a FAQ that answers the five questions families ask before they call, including cost, insurance and how quickly care can start.
Eight service pages, Personal Assistance, Assisted Daily Living, Hygiene & Grooming, Mobility Support, Respite, Companionship, Dementia & Memory Care and Live-in Care, each written long-form: what the service includes, who it is for, why it matters and why Lonestar. A sticky sidebar lists every service so a family comparing options never has to go back.
About speaks to families across the Dallas–Fort Worth Metroplex in plain language, and Contact offers a call before a form, because some people would rather talk it through.
Growth
Lonestar Home Healthcare, caregiver recruiting funnel
A separate careers site that pre-screens caregivers: eligibility, availability, experience, transport, then a ten-question caregiving judgement quiz.
An agency grows only as fast as it can hire good caregivers, and most applications are not a fit. The recruiting funnel on careers.lonestarhome.health asks the screening questions a coordinator would, eligibility, availability, experience and transport, then ten multiple-choice questions about real caregiving situations. Coordinators start with the applicants who can do the job and know how to handle the moments that matter.
Applications, the site's chat and the booking calendar all land in the Pinn.Media CRM, with SMS consent captured the way carriers require, and Google Tag Manager measuring the whole path.
One team, from identity to intelligence.
Brand, software, AI, and growth from a single team, not separate vendors. That is why the positioning, the copy, the site and the data model on this project agree with each other.
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