Care homes often struggle with marketing. Limited budgets, small teams, and the complexity of the sector can make it feel overwhelming. But families are searching online — and if you're not there, they'll find someone else.
Why Care Homes Struggle with Marketing
Marketing is often deprioritised when the focus is on day-to-day care. But the reality is that families are making one of the most important decisions of their lives — and they're researching online. A care home with no digital presence is invisible to many of them.
CQC Sensitivities
CQC ratings matter — and families look for them. But marketing around CQC requires care. You cannot claim to be "the best" or "outstanding in every way" without evidence. You can, however, highlight your strengths, your approach, and what makes your home different — in a way that's accurate and compliant.
What Families Search For
Families are looking for:
- Trust signals — CQC ratings, reviews, testimonials (with consent)
- Transparency — What you offer, how you care, your values
- Reassurance — Staff profiles, photos, the feel of the place
- Practical information — Location, availability, fees
Building Trust Online
Your website and online presence should answer the questions families have before they ever pick up the phone. Clear information, genuine content, and a human touch go a long way.
Key Channels and Realistic Budgets
Google Business Profile is essential. A website is non-negotiable. Beyond that, social media and content can help — but focus on what works for your stage and budget. A simple, effective presence beats a scattered one.