Mains Organic Growth Opportunities

This play creates comprehensive landing pages for every state, explaining how to navigate self-directed services and the role of a fiscal intermediary. It targets individuals and families at the start of their journey who are searching for localized program information.

Example Keywords

• "self directed services [State]"
• "fiscal intermediary [State]"
• "employer of record [State]"
• "consumer directed services [State]"
• "participant directed services [State]"

Rationale

Mains'l currently has a brand-heavy organic footprint with traffic concentrated on the homepage and portal login. By creating non-branded state hubs, the domain can capture high-intent discovery traffic from users looking for help navigating state-specific Medicaid programs.

Topical Authority

Mains'l already possesses national and state-level service architecture (MN, CA, National). Expanding this to all 50 states leverages their existing identity as a leader in person-centered supports and financial management services.

Internal Data Sources

Utilize existing National, Minnesota, and California service descriptions, internal policies and procedures, and the library of 59+ testimonials to provide persona-specific proof of success.

Estimated Number of Pages

1,200+ (Covering 50 states with variants for participants, family members, and agency partners)

These guides provide step-by-step instructions for families on how to get paid for caregiving through Medicaid self-direction programs. They address the high-volume search intent of family members looking for financial support while caring for loved ones.

Example Keywords

• "get paid as caregiver [State]"
• "how to become paid caregiver for parent [State]"
• "Medicaid pay family caregiver [County]"
• "can I get paid to care for my disabled child in [State]"
• "paid family caregiving programs [State]"

Rationale

There is massive search volume for family caregiving compensation, a core area where Mains'l provides FMS support. This play targets users before they select a provider, positioning Mains'l as the expert guide for the enrollment process.

Topical Authority

Mains'l's expertise in payroll, tax withholdings, and W-2 management for participant-directed services makes them a highly credible source for compensation-related queries.

Internal Data Sources

Leverage internal payroll calendars, onboarding forms (direct deposit, mileage), and participant handbooks to offer concrete, actionable steps for new caregivers.

Estimated Number of Pages

2,500+ (Covering 50 states and the top 50 most populous counties per state)

A programmatic directory of specific Medicaid waivers (e.g., 1915(c)) and how they interact with self-direction options. This play bridges the gap between complex government terminology and the practical needs of participants.

Example Keywords

• "HCBS waiver [State] self direction"
• "1915(c) waiver [State] self directed"
• "waiver services [State] hire caregiver"
• "participant direction waiver [State]"
• "how to use [Waiver Name] for self direction"

Rationale

Competitors like Public Partnerships LLC (PPL) dominate the market by covering tens of thousands of waiver-related keywords. Mains'l can capture this traffic by providing more person-centered, accessible explanations of these programs.

Topical Authority

Mains'l's history in person-centered planning and their existing 'Agencies' and 'National' hubs provide the necessary foundation to rank for complex waiver-related queries.

Internal Data Sources

Use the 'Person-Centered Resources' section, agency-facing service descriptions, and internal training curricula to differentiate the content from generic government sites.

Estimated Number of Pages

1,500+ (Covering major HCBS and self-direction waivers across all 50 states)

This play creates a troubleshooting and compliance library for EVV, focusing on real-world problems caregivers face daily. It targets users at the moment of frustration when they are blocked from completing their payroll tasks.

Example Keywords

• "EVV requirements [State]"
• "EVV missed visit what to do"
• "EVV app not tracking location"
• "EVV manual entry rules [State]"
• "how to fix EVV exception"

Rationale

Mains'l currently ranks for branded EVV terms (e.g., 'mains l evv'). This play expands that authority into non-branded, high-intent troubleshooting queries that caregivers across the country search for regardless of their provider.

Topical Authority

With existing EVV user guides, tutorials, and request forms on the site, Mains'l is perfectly positioned to be the 'help desk' for the industry.

Internal Data Sources

Incorporate existing EVV user guides, PDF tutorials, and internal support scenario documentation to provide accurate, step-by-step resolution paths.

Estimated Number of Pages

1,200+ (Covering 50 states and hundreds of common EVV technical and compliance scenarios)

A library of task-based pages for families acting as employers, covering everything from hiring to year-end taxes. It focuses on the operational burden that Mains'l's FMS services are designed to alleviate.

Example Keywords

• "caregiver timesheet template [State]"
• "caregiver W-2 vs 1099 Medicaid"
• "new hire paperwork caregiver [State]"
• "caregiver overtime rules [State]"
• "how to fire a caregiver in self direction"

Rationale

By providing the 'tools of the trade' (templates and checklists), Mains'l attracts users who are actively managing care and may be looking for a more robust FMS partner to handle the administrative heavy lifting.

Topical Authority

Mains'l's core business is the 'Business of Hopes and Dreams,' which includes the technical reality of being an employer. Their existing library of forms and calendars validates this expertise.

Internal Data Sources

Use participant handbooks, direct deposit forms, mileage reimbursement templates, and internal SOPs to create the most practical resource on the web.

Estimated Number of Pages

2,000+ (Covering 50 states and a wide array of employer-related administrative tasks)

Improvements Summary

Create indexable HTML login/help hub pages on mainsl.com that route users to the correct system (Navigation Plus, HASC, EVV, Communicare) instead of relying on thin login forms and PDFs. Update internal links and overlapping pages so Google consistently ranks the intended “official login” destinations, and expand password reset and guide content to match high-intent queries.

Improvements Details

Publish /login/ targeting “mainsl login,” “mains l login,” “mains’l employee login,” and “mains’l timesheet login,” with clear portal buttons, a short decision tree, troubleshooting blocks, and FAQPage schema. Add /navigation-plus/login/ for “navigation plus login” and “navigation plus timesheets” with quick how-to steps, password reset help (HowTo + FAQPage), and links to a new indexable HTML companion to the Navigation Plus PDF guide (TechArticle). Add /hasc/login/ targeting “hasc login” with a clear description, login CTA, and FAQs; repoint header/footer “Login” links to /login/, adjust the “introducing our two new websites” post to link to the hubs, and consider noindex (or add explanatory copy) on thin subdomain login forms.

Improvements Rationale

Branded navigational queries like “hasc login” and “navigation plus login” typically reward the clearest official hub, while bare forms and PDFs often rank inconsistently and provide little context. Consolidating relevance via a single /login/ destination and reducing keyword overlap across the homepage and announcement post helps prevent cannibalization and improves ranking stability. More complete troubleshooting and structured markup can increase click-through and reduce support contacts by getting users to the right login or reset path faster.