Digital marketing for care homes
Marketing for care homes that speaks to the adult son or daughter making the decision, and treats recruitment as seriously as resident enquiries.
At a glance
- Who this is for
- Independent care homes and adult social care providers competing for both residents and staff
- Where we work
- Based in Oldham, working across Greater Manchester in person and the rest of the UK remotely
- Typical channels
- Local SEO, Google Ads, website and landing pages, reviews and conversion tracking. See all services.
- Pricing from
- £399 per month, fixed and published, with no long-term contract
- Delivered by
- A specialist with more than 15 years of experience in each channel
- Response time
- All enquiries answered within 24 hours
- Last updated
The Person Reading Your Website Is Rarely The Person Moving In
Nine times in ten the enquiry comes from a daughter or a son. Something has happened, usually a fall or a hospital discharge with a date attached, and they are making an enormous decision for a parent in a fortnight while feeling they have failed somebody. That is who your homepage is talking to, and it changes everything. Useful digital marketing for care homes is written for an exhausted adult child at eleven at night, not for a procurement panel, and rarely for the resident at all.
Follow that through and the priorities rearrange themselves. Cost is among the most searched subjects in the sector, and most provider websites duck it, which reads as evasion at the moment trust is being decided. Explaining fee structures honestly, and setting out plainly how local authority funding, NHS continuing healthcare and self-funding differ, does more good than any amount of warm copy about person-centred values. Photography and virtual tours carry similar weight, because families want to see corridors, bedrooms and the garden before they can face booking a visit.
Recruitment is the second audience, and most providers ignore it. Staffing shortages make hiring a marketing problem as much as an HR one, so we run carer and nurse recruitment as a campaign in its own right. Regulation is context the work respects, not something we advise on: in England the Care Quality Commission rates adult social care Outstanding, Good, Requires Improvement or Inadequate and providers must display their current rating on their website, while Scotland and Wales have their own regulators. None of this is legal, regulatory or care advice, and anything uncertain belongs with your compliance lead or the relevant regulator.
Commercially: from £399 a month, fixed published pricing, no long-term contract, replies inside 24 hours, based in Oldham, serving Greater Manchester and the UK, Companies House number 16913081, every channel run by an experienced specialist.
What’s Included for Care Providers
Fees and funding answered plainly
Pages setting out what a placement costs and how self-funding, local authority support and NHS continuing healthcare differ, in language a worried family can follow.
Enquiry handling built for a crisis
Phone numbers, visit booking and an out-of-hours route made obvious, because a discharge deadline does not wait for office hours.
Photography and virtual tours prioritised
Real rooms, communal spaces and grounds shown properly, so relatives arrive reassured rather than still guessing.
Recruitment treated as its own campaign
Careers pages and job advertising given the same attention as resident enquiries, instead of an afterthought link.
Your carehome.co.uk presence aligned
Listing and reviews kept consistent with your own site, since that platform dominates the sector and families read it alongside you.
Ratings displayed correctly
Your current regulator rating published where it belongs and kept current, closing a compliance gap we find open surprisingly often.
How We Deliver
Mapping The Family’s Week, Not Your Sales Funnel
We trace how an enquiry actually reaches you: the fall, the ward conversation, the frantic evening of searching, the shortlist of three. Every page is then built to answer whatever question that moment raises, which is what our conversion rate optimisation work exists to do.
Saying What It Costs
Next we write the money pages, with your finance and compliance people alongside us: fee structures, what is included, what sits outside, how the funding routes differ. Done well, this is the biggest trust gain available to most providers.
Showing The Home Before They Visit
Then we rebuild how each home is presented visually and locally, so it is findable by town and by type of care rather than buried behind a group brochure page. That is where our SEO effort is aimed.
Filling Rotas As Well As Rooms
Finally the recruitment side launches properly: role pages, applications that work on a phone, advertising aimed at local candidates. This is where paid advertising often earns its keep fastest, because vacancies cost money every week they stay open.
Frequently Asked Questions
Should we put our fees on our website?
In our view yes, with whatever structure and caveats reflect reality, because families search for cost above almost anything else. Silence reads as something hidden, and you lose people before they ever ring. An honest explanation of ranges and what affects them persuades more than a bare number would.
How do we get more enquiries from families?
By meeting them where they actually are, which is mid-crisis and short of time. That means obvious contact routes, honest information about cost and care types, photography that lets them picture the place, and a visit booked without a twelve-question form. We will not promise you a number of enquiries or a level of occupancy.
Do we have to show our CQC rating on our website?
Providers registered in England are required to display their current CQC rating on their website, and we regularly find it missing or out of date. Scotland and Wales have their own regulators, so follow the relevant body. We are not regulatory or care advisers, so confirm the detail with your compliance lead or the regulator.
Can marketing help us recruit carers and nurses as well?
It is often the most neglected opportunity a provider has. Careers pages tend to be a stale vacancy list, applications break on a mobile, and few advertise roles with the care given to resident enquiries. Treating hiring as a proper campaign, with its own pages and budget, often shows movement sooner than occupancy work.
What does this cost and are we committed to anything?
Monthly work begins at £399, with everything published on our pricing page and no long-term contract, so you can stop at the end of any month. If a one-off project fits better, a website starts at £1,495 and a landing page at £495. Send us a question and you will have an answer within a day.
We work with other sectors too
Talk to us about your care home business
Tell us what you are trying to achieve and we will come back within 24 hours with honest advice on whether we can help, what it would involve, and what it would cost.
- No obligation and no hard sell
- A reply from a specialist, not a sales rep
- Fixed pricing quoted up front
Prefer to talk? Call 07356 248449 or email [email protected].
Ready to bring in better enquiries?
Book a free consultation and we will tell you where the quickest wins are. View our pricing to see what a month looks like.
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