Frequently Asked Questions

Most marketing agencies work across dozens of different industries. We work exclusively with care homes. That focus means we understand the regulatory environment, the sensitivities of marketing to families in crisis, the language that resonates with your audience, and the specific digital channels that deliver results in the care sector. Our founder has worked in care and is completing a Masters in Dementia, which gives us a depth of sector knowledge that no generalist agency can match.

It depends on the service. Paid advertising (Google Ads and Meta Ads) can generate enquiries within days of launching. Social media management typically shows meaningful engagement growth within four to six weeks. SEO is a longer-term investment; most care homes see significant ranking improvements within three to six months, with the full benefit realised over six to twelve months. We are always transparent about realistic timescales and will never overpromise.

We offer both monthly rolling agreements and discounted annual contracts. We believe in earning your business every month through results, not locking you in. That said, we do ask for a minimum three-month commitment on SEO services, as meaningful results simply cannot be achieved in a shorter timeframe and we want to set realistic expectations from the outset.

Our free digital audit covers five key areas: your website (speed, mobile-friendliness, SEO structure, and content quality), your Google Business Profile (completeness, reviews, and activity), your social media presence (consistency, engagement, and content quality), your search rankings (where you currently appear for key local search terms), and your competitors (what the top-ranking care homes in your area are doing differently). You will receive a written report with prioritised recommendations within five working days of your consultation call.

Absolutely. While we are based in Gravesend, Kent, we work with care homes across the UK. Digital marketing is location-independent, and our expertise in local SEO means we can help care homes in any town or city improve their visibility in their specific geographic area. We work remotely with clients across England, Scotland, and Wales.

SEO (Search Engine Optimisation) is the process of improving your care home's visibility in Google search results. When a family member searches for "care homes in [your town]" or "dementia care near me", good SEO ensures your home appears at the top of those results rather than on page two or three where almost nobody looks. For care homes, local SEO is particularly powerful because the vast majority of families search within a specific geographic radius. A well-optimised care home website can generate a consistent stream of organic enquiries without any ongoing advertising spend.

Read our full guide: Why SEO Matters for Your Care Home →

AEO (Answer Engine Optimisation) is the next evolution of search engine marketing. While traditional SEO focuses on ranking in the blue links of Google's search results, AEO focuses on appearing in AI-generated answers from tools like ChatGPT, Google AI Overviews, Perplexity, and voice assistants like Siri and Alexa. As more people, particularly younger family members researching care options on behalf of elderly parents, use these AI tools, your content needs to be structured so that these systems can extract and present it as a direct, authoritative answer. AEO involves structured data markup, comprehensive FAQ content, and building topical authority in your subject area.

Read our full guide: What Is AEO and Why Your Care Home Needs It →

Your Google Business Profile is critically important. It is often the very first thing a family sees when they search for your care home, appearing prominently in Google Search and Google Maps before they even visit your website. It displays your star rating, photos, opening hours, address, phone number, and reviews at a glance. A fully optimised and actively managed GBP can increase the number of calls and website visits you receive by a significant margin. We have seen care homes double their inbound enquiries simply by properly optimising and actively managing their GBP.

Ideally both, but it depends on your current situation. If you have empty beds and need enquiries quickly, Google Ads can deliver results within days. If you are playing a longer game and want to build a sustainable source of free organic traffic, SEO is the better long-term investment. Many of our clients run a combination: paid ads to generate immediate enquiries while their organic SEO builds over the first three to six months, then gradually reduce their ad spend as their organic rankings improve. We will always recommend the right balance for your specific circumstances and budget.

For most care homes, Facebook is the most important platform. It has the highest concentration of the 45 to 65 age group who are most likely to be researching care options for a parent, and it allows for a wide range of content types including photos, videos, events, and community groups. Instagram is a strong secondary platform, particularly for visual content showcasing your home's environment and activities. LinkedIn is useful for professional networking and staff recruitment. We generally recommend starting with Facebook and Instagram, doing them well, before expanding to other platforms.

The most effective approach is to make the process as simple as possible for families and residents who are already happy with your care. This means creating a direct link to your Google review page and sharing it via email, text message, or a printed card at the right moment, typically after a positive interaction or milestone. We create a systematic, ethical review-generation process for our clients that consistently builds their review count over time. We never use incentives or fake reviews, as these violate Google's policies and can result in your profile being penalised.

Negative reviews, handled well, can actually build trust. Families reading your reviews are not just looking at the star rating; they are looking at how you respond to criticism. A professional, empathetic response that acknowledges the concern, explains what you have done or are doing to address it, and invites the reviewer to contact you directly demonstrates exactly the kind of care and accountability that families want to see. We manage all review responses for our clients, ensuring every reply is professional, GDPR-compliant, and reflects well on your home.

Not necessarily. We will always assess your existing website before recommending a rebuild. If your current site is relatively modern, mobile-friendly, and structurally sound, we may be able to improve it significantly through content updates, SEO optimisation, and design enhancements rather than a full rebuild. However, many care home websites are several years old, not mobile-optimised, very slow to load, or simply do not convey the warmth and quality of the care provided. In those cases, a new website is almost always the right investment. We will give you an honest assessment during your free audit.

A high-performing care home website should include: a clear and reassuring homepage that immediately communicates your home's warmth and quality; detailed pages for each type of care you offer; a photo gallery and ideally a virtual tour; staff profiles that put faces to names; your CQC rating prominently displayed; transparent information about fees and what is included; genuine testimonials from families; a blog with regularly updated content; and multiple easy ways to get in touch, including a simple enquiry form, phone number, and email address. Accessibility is also essential, as many visitors will be older adults or those with visual impairments.