01
Local search and the map pack
Ranking when someone searches care homes near me, and owning the Google Business Profile that most private-pay enquiries start from.
Social Care · Care Home Marketing
Digital marketing for
care homes that converts.
Families now start the search for a care home online, often on a phone, often late at night. Digital marketing for care homes is about being found at that moment and answering the questions that turn a search into an enquiry.
The promise
Found late at night, chosen the next morning.
The decisive research happens on a phone, quietly, before anyone rings. Get your local search, profile and website right and you win the enquiry before a competitor is even considered.
Local
Where private-pay families begin the search
KD 0
Care home marketing is uncontested search space
20 yrs
Advising care providers on demand
On the record
The coverage does the talking
A live feed of where our work has been showing up: real placements, real titles, real reach.
604M reach
England · BBC
Monkey business at Leamington Spa care home birthday party
83.7M readers
UK News · The Mirror
Penguins visit care home to give OAPs a dose of pet therapy
25M reach
Social affairs · The Independent
Unpaid leave 'huge step forward for millions of carers'
Syndicated
Social affairs · PA Media
Unpaid leave 'huge step forward for millions of carers'
What it covers
The digital channels that pay
02
A website that answers
Fees guidance, care types, the last CQC rating and an effortless enquiry path, so the traffic your other channels earn actually converts.
03
Reviews and reputation
A steady review habit and quick replies, because a cautious family reads your reviews before they read your brochure.
04
Paid where it pays
Search and social advertising used surgically, on the terms and audiences that produce genuine enquiries, and switched off where they do not.
The definition
What is digital marketing for care homes?
Digital marketing for care homes is the use of online channels, local search, Google Business Profile, the home's website, reviews and paid advertising, to reach families and case managers at the moment they are choosing a home, and to convert that attention into enquiries and move-ins. It is measured by cost per enquiry and occupancy, not by clicks or followers.
Care is a local, high-trust purchase, so the digital priorities differ from most sectors: the map pack and reviews matter more than a large ad budget, and the website earns its keep by answering fees, care types and regulatory questions clearly rather than by looking impressive.
Digital sits inside the wider care home marketing picture; pair it with social media for care homes and set direction with a marketing strategy.
FAQs
Digital marketing for care homes FAQs
Local search and the Google Business Profile first, then a website that answers real questions and makes enquiring easy, then reviews. Paid advertising is useful but secondary, and only when the organic foundations are in place.
Not always. Many homes fill beds on local search, reviews and referrals alone. Paid search earns its place where private-pay demand outstrips organic visibility, and should be judged strictly on cost per genuine enquiry.
By enquiries and cost per enquiry, then show-round and conversion rates through to occupancy. Traffic and impressions are only useful as leading indicators of those outcomes.
The foundations, profile, reviews and enquiry handling, are very manageable in-house with a clear plan. We build that plan with you and step in for the technical or paid work where specialist time pays for itself.
Speak with us
One conversation tells you
if we're the right fit.
Thirty minutes with a partner. We'll tell you whether we can help, what the work would look like, and what it's likely to cost, before either of us commits to anything.
