Health and Wellbeing
The person reading your website is almost never the future resident. It is their son, their daughter or their spouse, under pressure, trying to make a decision they did not expect to be making. That is who you are writing for.
94%
of families research care homes online before visiting in person
3.4
care homes visited on average before a family makes a final decision
87%
of care home decisions involve at least three family members
Care home decisions are among the most difficult a family makes. There is often a crisis behind the search: a fall, a diagnosis, a carer who can no longer cope. The family members researching options are stressed, emotional and trying to do right by someone they love. They are scrutinising every detail of what they find.
Most care home websites are written for a CQC inspector, not for a family in that situation. They list the facilities, describe the activities programme, state the CQC rating. What they rarely do is make a family feel that the home genuinely understands the decision they are facing, or give them enough confidence to pick up the phone.
We work with care homes and nursing facilities across Surrey who want a website that meets families where they are and makes the first contact feel approachable rather than institutional.
Common problems
The people choosing your home are not looking for a list of facilities or a description of your dementia care model. They want to know what life looks like there day to day. What the rooms are like. Whether there is a garden. What the food is like. Whether they can visit whenever they want. Whether their parent will be happy. The websites that answer those questions convert at a completely different rate to the ones that do not.
Staff turnover and staff culture are among the most searched concerns for families choosing a care home. A website that shows real staff members, introduces key members of the care team by name and communicates something about who they are as people does something no CQC report can do. It makes the home feel like a place run by people who care, not a facility.
A family that has decided to look seriously at your home wants one of two things: to arrange a visit, or to speak to someone who can tell them whether you have availability and what the fees look like. If neither of those actions is obvious from the homepage, you lose them to a home that made it easier.
What you get
Why it matters
“A care home with spare capacity is a home losing revenue every week. Occupancy is almost entirely driven by reputation and visibility. The families who find you through a search, read your website and feel enough confidence to arrange a visit are the ones who fill beds. Getting that journey right is not a nice-to-have.”
“We had a perfectly serviceable website but it read like a brochure. Since the redesign, the enquiries have changed in character. Families come to visits already feeling like they know the home a little. They have read about the team, they have seen the rooms and they have a sense of the place. The conversion from enquiry to residency has improved noticeably.”
Sandra Obi, registered manager, Ashfield Care Home, Farnham · Website, 2025
FAQ
The questions home managers and care group marketing leads ask us most often, before they commission a site.
Honest, calm photography of the actual home, residence types and care levels you offer, your latest CQC rating with a link to the inspection report, indicative weekly fees or fee ranges, the manager named with a face, a route to enquire that does not feel like applying for a mortgage, and information for families researching at 11pm.
Most single-home projects launch within 5 to 7 weeks. Group sites with multiple homes take longer because of the photography, content and team profiles needed for each location. Photography is almost always the slowest part.
Yes. We build a clean enquiry-to-confirmation flow that asks for what is needed and nothing more, integrates with your CRM if you have one, and confirms next steps clearly. Many families enquire late at night, so the flow needs to work as well at midnight as at midday.
The current rating is shown clearly on the home page and on each relevant residence page, with a link to the latest inspection report on the CQC website. We build the site so it is easy to update when ratings change. Hiding poor ratings is not a route worth recommending.
Local SEO is built in: location pages where you operate, schema markup that flags each home as a residential care facility, Google Business Profile reviews surfaced on the site, and content that addresses the actual questions families are searching with. Movement takes 3 to 6 months and is helped considerably by good reviews on Google and carehome.co.uk.
Areas we cover
We work with care homes and nursing facilities across Surrey. The county's ageing population and high proportion of working-age adult children managing care decisions from a distance makes good online visibility particularly important for homes looking to maintain occupancy.
More in health and wellbeing
Other industries we work in across health and wellbeing. Each page covers the specifics of how we approach websites for that sector.
Start a project
Tell us about the type of care you provide, how many beds you have and what enquiries you are currently getting from the website. We will come back with a clear answer on what we can build and what it costs.
Tell us about your project and we will get back to you within one working day.