Description

We invite you to join HCAF for this informative chat about hot topics affecting the Private Duty home care sector. As a benefit of membership, these monthly online programs are offered at no cost to Private Care & Medicaid Specialty members.

Topic: The AI-Ready Website: Why Structure, Layout & Design Matter More Than SEO

Google Search and AI-powered search are changing the way people discover and consume information online. But before worrying about SEO, GEO, or any other acronym, there is a more fundamental question: Can Google and AI search engines actually understand your website?

Let’s chat about why website structure, content hierarchy, page layout, and design are becoming critical to visibility in the age of AI search. If information is poorly structured, difficult to interpret, buried in the wrong places, or presented in a way that machines cannot easily understand, even the best content and marketing strategy can struggle to get discovered, understood, and surfaced.

Hear how modern websites should be structured to make information clear and accessible not only to human visitors, but also to Google and the rapidly growing ecosystem of AI search engines.

Learning Objectives

Attendees will learn:

• Why website structure comes before SEO and GEO
• How Google and AI systems interpret and extract information from websites
• The role of page hierarchy, navigation, headings, content structure, and design
• Common website mistakes that prevent information from being properly understood or surfaced
• How to think about websites differently in the age of AI-powered search
• Practical principles for creating an AI-ready website that works for both people and machine

Meet the Speakers

Joshua James Lucy
CEO and Founder | SM92

With more than 10 years of international experience in digital marketing, Josh James Lucy, CEO of SM92 specializes in helping organizations within the care sector grow their digital presence, generate inquiries, and maximize the return from their marketing investment.

Over the course of his career, he has worked with some of the world's leading care organizations, including Home Instead, Visiting Angels, Right at Home, and many more, delivering digital marketing strategies across multiple markets around the world.

Having managed and invested more than $50 million in paid media channels, he brings a unique combination of strategic, commercial, and hands-on digital marketing experience to the sector.

His work has been recognized through multiple industry awards for excellence as a sector supplier, reflecting his contribution to innovation and results within the care industry.

Today, he focuses on helping care organizations understand how the rapidly changing digital landscape, particularly the emergence of AI-powered search, is fundamentally changing what a successful website needs to look like, how it needs to be structured, and how information needs to be presented for both people and machines.

Harry Griffiths
Head of Performance Marketing | SM92

As Head of Performance Marketing at SM92, Harry turns data into strategies that drive real business growth. Across B2B and B2C, his experience spans full-funnel campaigns, lead generation, ecommerce and analytics.

His results have earned attention beyond SM92, too. In 2024, Harry’s work was featured in a HubSpot and Google Ads case study.

Today, he leads an ambitious young team united by curiosity and a determination to keep improving. Because when platforms, technology and customer behaviour never stop evolving, standing still isn’t an option.

Away from the dashboards, Harry swaps data for a saxophone—performing with an Amy Winehouse tribute band and a jazz orchestra. He’s also a regular visitor to Morocco and a fan of Forrest Gump and Malcolm X.

Call for Sponsors

HCAF offers a variety of ways for vendors to promote their products and services, including sponsorship of education programs. To learn more about sponsoring this or another program, contact us for more information. 

Have an idea for a future HCAF Private Duty Chat? Please contact Monica Smith, Deputy Director.