The Idea
Comprehensive directory of elder care facilities and home care services in Italy.
ICP
Families with elderly relatives, elder care providers
Marketing Keywords
elder care Italy, RSA search, home care services Italy, senior housing Italy, hospice
Market Research
I found out that there are sites for elder care in Italy which are generic (broad range of services) and reach 50k visits a month. One of those websites is www.peranziani.it, which is sort of a portal ranging from vacation houses to hospital cares. I decided then to pivot into the hospice finding niche. I have went myself through the painful experience of having to find one during the tough times of supporting a family member passing away. Google trends shows a promising rising trend over 5 years, no dominant player shows up in the first google pages, so there is some chance to do it.
Website
Built a landing page in a couple weeks.
The page sells a €99 report containing local hospice information with actual availability and matching verified by the service over the phone with each structure.
The page was built with:
- copy
- analytics
- basic SEO
- form submission saved in supabase
- telegram alert for a new form submission
- stripe integration - validated with actual purchase
- free tool to localize nearby hospices
- local landing pages for Lombardy, Italy major cities
- $1 domain, free hosting git + vercel
Even with AI’s help that was quite the work anyway. But the template can be reused for future work.
Outreach
Primary strategy for fast validation was Google ADs. It failed: Hospice KW is flagged by google policy. Too bad to discover this after building.
Facebook ads: not specifically targeted and could be just a waste of money.
Facebook groups and Facebook cold outreach: I did not feel like doing it, selling to people in a difficult time unsolicited its too awkward for me.
Decision: KILL
With my experience and ethics i’ve stumbled into a hard wall at the outreach phase. I’ll leave the website up and see if organic local pages pick up.