Landing page: /lp/caregiver-burden-assessment/
Topic page (SEO): /topics/caregiving-admin-burden/
Resource page: /resources/caregiver-admin-burden-scorecard.html
Form: Native HTML → lead-capture Edge Function
Caregiving admin burden is invisible and insidious. It starts as "a few phone calls" and grows into 10–20 hours per week of scheduling, portal management, referral chasing, and family coordination. AARP data shows an average of 23.7 hours/week (2020), rising to 27 hours/week (2025). Most caregivers don't quantify it until they're already burning out.
This is the broadest top-of-funnel play — it captures anyone carrying coordination burden, regardless of specific situation. The topic page speaks to the full spectrum: people who may not think of themselves as "caregivers" but are drowning in provider calls, portal logins, and sibling group texts. The scorecard meets them where they are and helps them see the real scope of what they're carrying.
Interactive web-based assessment (NOT a printable worksheet). The visitor answers 12 questions across 4 categories:
Each question is scored 0–3. Total score 0–36 maps to 4 tiers: Light (0–9), Moderate (10–18), Heavy (19–27), Overwhelming (28–36).
Deliverables:
The gate (first name + email) earns the lead. The scorecard CTA in the respondent email and the printed QR code on the shareable summary create re-engagement loops back to the topic page.
Anyone actively carrying the coordination burden for a parent or loved one. This is the broadest ICP entry point — catches people at all stages. The scorecard self-qualifies them by revealing the scale of their burden.
Who they are:
Where they are in the funnel:
Conversion path:
Older adults managing their own care complexity. May not think of themselves as "caregivers" but are doing significant admin work to manage multiple providers.
Who they are:
Where they are in the funnel:
Age: 35–60 Gender: All (slight female skew expected but don't restrict) Location: United States (or active service areas) Language: English
Detailed targeting — INCLUDE (OR logic, any match):
Detailed targeting — EXCLUDE:
Placements:
Optimization: Conversions → Lead event (fires on form submission via fbq('track', 'Lead'))
Budget: $30–60/day. This is broad funnel — higher budget than other assets. Scale based on cost-per-lead after 100+ leads.
Age: 55–75 Gender: All Location: United States
Detailed targeting — INCLUDE:
Detailed targeting — EXCLUDE:
Placements:
Optimization: Conversions → Lead event Budget: $15–25/day. Secondary audience — test and scale only if CPA is favorable.
Age: 35–65 Gender: All Location: United States
Detailed targeting — INCLUDE:
Detailed targeting — EXCLUDE:
Placements:
Optimization: Conversions → Lead event Budget: $15–30/day. Broader interest targeting — captures problem-aware but less specific intent.
Custom Audiences:
/topics/caregiving-admin-burden/ (last 30 days) who did NOT submit the form/lp/caregiver-burden-assessment/ (last 14 days) who did NOT submit the formExclude: People who already submitted the lead form (create a Custom Audience from the Lead event)
Placements: Facebook Feed + Facebook Right Column Budget: $5–15/day
Format: Single image, bold text overlay Audience: Ad Set 1 (active caregivers), Ad Set 3 (broader awareness) Visual: Clean, data-forward layout. Large headline with the stat prominently displayed. Background: subtle calendar chaos, sticky notes, or phone-on-hold aesthetic — not clinical, more "life in the margins." Text on image: "Caregivers spend an average of 23.7 hours a week on care." Subtext on image: "How much are you spending?" CTA button: "Take the 3-minute scorecard" Primary text: The admin work — scheduling, portals, referrals, phone tag, family coordination — adds up fast. Most caregivers don't realize how much until they're already burning out. Our free scorecard takes 3 minutes. Answer 12 questions, get your burden score and personalized recommendations. No account required. Instant results.
Format: 5–6 slide carousel Audience: Ad Set 1 (active caregivers) Visual: Walk through a caregiver's day in stylized vignettes. Each slide depicts a moment: 8am portal check, 10am referral call, 12pm pharmacy, 2pm insurance, 5pm family update text. Use warm, real-feeling imagery — kitchen table with laptop, phone in hand, calendar on the wall. Empathetic, not pity-focused. Slide 1 headline: "8am. Portal check before work." Slide 2: "10am. The referral still hasn't gone through." Slide 3: "12pm. Pharmacy refill. Again." Slide 4: "2pm. Insurance says they need the form first." Slide 5: "5pm. 'How's Mom?' Another group text to answer." Slide 6: "Sound familiar? Take the 3-minute scorecard — find out where you stand." CTA button: "Take the scorecard" Primary text: Caregiving isn't just hands-on help. It's the invisible admin layer: scheduling, portals, referrals, insurance, pharmacy, family updates. It adds up to 23.7 hours a week on average. Our free scorecard helps you quantify your burden across four categories and get personalized recommendations. 3 minutes. Instant results.
Format: 15-second video or animated slides (Canva animation) Audience: Ad Set 1, Ad Set 3 Storyboard:
Format: Single image, emotional hook Audience: Ad Set 1, Ad Set 3 Visual: Warm, intimate. Soft focus on a person at a kitchen table or desk — back of head or shoulder, not full face. Laptop open, papers, phone. The feeling is "this could be me." Empathetic, not clinical. Text on image: "You already know you're doing too much." Subtext on image: "Now quantify it." CTA button: "Take the 3-minute scorecard" Primary text: You already know you're doing too much. The calls, the portals, the referrals, the family texts. You don't need someone to tell you it's hard. But you might need to see the number. Our free scorecard takes 3 minutes. 12 questions, four categories, instant results with personalized recommendations. No account. Nothing stored. Just clarity.
Format: Instagram Story (9:16 vertical) — 3 frames, tap-through Audience: Ad Set 1, Ad Set 3 Frame 1: "Everyone says you handle it so well." Frame 2: "Nobody asks how many hours it takes." Frame 3: "Find out. 3 minutes." [CTA link / Swipe up] CTA button: "Take the scorecard" Primary text: For the person who "just handles it" — the scheduling, the portals, the referrals, the family updates. Nobody asks how many hours it takes. Our free scorecard does. 12 questions, 3 minutes, instant results. Quantify your burden. Get personalized recommendations. No account required.
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