A home page that is actually about this home
Town, type of care, who it suits, what the building is like, how to visit. Not a slogan. Families compare three tabs; yours should be the one that answers first.
Care homes · United Kingdom
SEO for care homes: found by families when the search is urgent
Nobody wants to be good at Googling care homes. Families arrive after a fall, a hospital discharge, or months of pretending things are still manageable. They need to find you, understand the home, and feel they can pick up the phone — not wade through a brochure that could belong to any group in the country.
Care search is local, emotional, and increasingly mediated by AI
Google still sends families to directories, councils and the CQC. Language models now summarise “best care homes near Mum” from whatever structured, calm pages they can find. If your site is a photo gallery with “homely environment” on every heading, you will not be the source they quote.
- 01Your group template uses the same copy across six homes with different CQC ratings and different specialist wings.
- 02Fees, funding, respite and dementia care are mentioned in passing, never explained.
- 03The CQC page is more informative than your own, which is a miserable way to lose a tour.
- 04Staff cannot update vacancies or photos, so the site quietly goes stale — and families notice.
Search work that respects the decision
Local visibility without lead-gen theatrics
Google Business Profile, maps, consistent name-address-phone, and landing pages for the catchments you genuinely serve. No fake “care home in [every village]” doorway spam.
Pages AI tools can cite without distorting you
Clear statements on nursing versus residential, dementia, respite, fees bands or how to enquire about fees, and links to CQC that you are not trying to hide. Honesty is a ranking advantage in this sector.
A tour and enquiry path that feels human
Phone numbers that work, a form that does not ask for a life history, and mobile pages that load in a hospital car park. Conversion here is a conversation, not a checkout.
An audit is the usual start if the group already has a site. If the template cannot tell the truth about each home, we will recommend a rebuild rather than pouring SEO into a structure that flattens every location.
Questions we actually get asked
How do you handle CQC ratings in marketing?
As facts, with a date and a link. We do not bury a Requires Improvement rating, and we do not shout Outstanding as if it were a lifetime award. Families check anyway. Being first to tell them is better manners and better SEO.
Can SEO help if we have no vacancies?
It can still build a waiting list and explain respite or day care if you offer them. We will not run aggressive “move in this month” campaigns against an empty promise.
Do you work with independent homes and groups?
Both. Independents often need a site that can compete with group polish. Groups often need to stop treating twelve homes as one brochure. The work differs; the standard of honesty does not.
Is paid ads part of this?
Not by default. Families in a crisis click ads, and some groups should run them. Our core offer is the site and the organic/AI presence. If paid is appropriate, we will say so rather than bundling it in to inflate a retainer.
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.