Convert visitors
Care Home Marketing Strategy
Most care homes are not short of marketing activity. They are short of a plan that connects the activity to occupancy. Strategy work is where we establish what is actually causing your empty beds — because the answer is frequently not what people assume.
Get My Free AuditThe diagnosis usually surprises people
A home convinced it has a visibility problem sometimes turns out to be generating plenty of enquiries and losing them at the point of contact — calls going to voicemail, emails answered two days later, no follow-up after a viewing.
Another home spending heavily on ads discovers its listing does not appear on the map at all for half its catchment.
Spending money on the wrong stage of the funnel is the most common and most expensive mistake in this sector. Finding the real constraint first is what makes everything afterwards worthwhile.
What's included
How we approach marketing strategy
Full funnel diagnosis
Where families are actually being lost: visibility, website, enquiry handling, viewing conversion, or follow-up.
Catchment and competitor analysis
Who you are genuinely competing with online, what they are doing, and where the gaps are that you can occupy.
Positioning
What your home is legitimately better at, and how to say it in a way that is specific enough to be believed.
A costed, sequenced plan
What to do, in what order, at what cost, with the reasoning made explicit so you can challenge it.
Enquiry handling review
A mystery-shop of your own enquiry process. This is frequently the single highest-return finding in the whole exercise.
You can take the plan and run it yourself
Why this matters specifically in care
The strategy is a standalone deliverable. If you have an in-house marketer, or you would rather implement it with your existing agency, the document is yours and it is written to be actioned by anyone competent. We would obviously like to do the work, but the plan is not a hostage.
Straight answers
Marketing Strategy — frequently asked questions
How is this different from the free audit?
The free audit is a focused review of your online visibility and website — enough to show you the main gaps and whether we are useful to you. The strategy engagement goes considerably deeper: enquiry handling, competitor positioning, budget allocation and a sequenced plan.
Do you work with groups as well as single homes?
Yes. Groups get an additional layer of thinking about brand architecture — how much sits at group level and how much each home controls locally — which materially affects both SEO performance and how local families perceive you.
What if the plan says we should spend less?
Then that is what it will say. Reallocating an existing budget is a more common recommendation than increasing it, and we would rather tell you that than sell you activity you do not need.
Start here
See exactly what's costing you enquiries
Free, specific to your home, no obligation.