A story that belongs to this building
Your rooms, your staff roles, your garden, your quirks. We will use real photography wherever it is fit to use, and we will not paper over a tired wing with stock.
Care websites · AI- and answer-ready
AI-optimised websites for care homes families can trust
The website is often the first visit. It should feel like a well-run home: warm, orderly, and specific. We build sites that help families decide, and that give search engines and AI assistants facts rather than adjectives.
Stock photos and “bespoke care” fool nobody
If the copy could be reused on a hotel, it is not doing its job. Care sites fail when they hide the practicalities — who the home is for, how funding works, what a typical day looks like — behind lifestyle photography that was shot in a different county.
- 01Relatives cannot tell whether you offer nursing, residential, dementia, or all three.
- 02Virtual tours are a Facebook album. Rooms, gardens and dining are unexplained.
- 03The site is slow, the contrast is poor, and older relatives giving a second opinion cannot read it.
- 04There is no structured information for an assistant to quote, so it quotes a directory instead.
A home, on the internet, told properly
Practical pages families actually need
Types of care, fees and funding, a typical day, visiting, admissions, and how to raise a concern. Written in plain British English, not commissioning-speak.
Accessible, fast, and kind on a phone
Large enough type, strong contrast, reduced-motion respect, and Core Web Vitals that do not collapse when a photo gallery is opened. This audience includes people who are tired and people who are older.
Structured for Google and for answers
LocalBusiness/NursingHome schema where it applies, FAQs that are real, and pages that state facts in a way a model can lift without mangling.
A focused home site typically lands in the £2–3k range. Groups needing a template plus several location pages sit towards the upper mid-project band. We would rather launch an honest home well than a network of thin clones.
Questions we actually get asked
Can one design system cover several homes?
Yes, if each location still gets its own facts, photos and CQC context. A shared system is fine. Shared fiction is not.
Will you include vacancy widgets and virtual tours?
If they help and you can keep them truthful. A stale “rooms available” badge is worse than none. We will wire what the home can maintain.
How do you write about dementia and end of life?
Directly, without euphemism piled on euphemism, and without fear-mongering. Families are already frightened. Clarity is the kindness.
Do you need weeks of workshops?
No. A structured intake, a visit or a thorough photo/content pass, then design and build. Care teams do not have time for a twelve-stakeholder brand odyssey.
Next step
Book an audit. We will say if the site can carry the work.
Audits from about £700. Websites about £2–3k. Retainers from about £750/month. If a rebuild is the better path, we will say so before anyone is out of pocket.