Real results for UK care providers.

From referral-dependent to 5–7 online enquiries a month.

Challenge: The Home Care Service was almost entirely dependent on social worker referrals — generating near zero online enquiries.

Solution: website rebuild, Google Business Profile optimisation, Google Ads, and conversion tracking.

The background

The Home care service had been operating in Manchester for eight years, with an excellent local reputation, a Good CQC rating, and long-term family relationships. But growth depended almost entirely on referrals from two social workers. The website generated almost nothing, the Google listing had eight reviews last updated over a year ago, and there was no paid advertising or conversion tracking. When one of those social workers announced her retirement, Registered Manager Sarah recognised the risk immediately — the agency needed a digital presence that could generate enquiries independently, before the referral pipeline dried up.

The approach

A free digital audit identified four impactful changes. The website was rebuilt from scratch — mobile-first, loading in under 2 seconds, social proof above the fold, click-to-call in the header, and 12 dedicated service area pages for every postcode and borough covered. The Google Business Profile was overhauled with 14 new real photos, complete service listings, weekly posts, and a review request system. A Google Search Ads campaign launched in week 3, with empathy-led ad copy targeting families searching on behalf of a parent — starting at £12/day and scaling to £18/day once cost-per-enquiry data confirmed performance.

From 76% to 94% occupancy in 90 days.

Challenge: 76% bed occupancy for 12 months despite an Outstanding CQC rating and genuinely excellent care.

Solution: website rebuild, Google optimisation, review system, Google Ads, and full conversion tracking.

The background

The care home had been operating at 76% bed occupancy for 12 months despite an Outstanding CQC rating and genuinely excellent care. It had everything a family could want — an Outstanding CQC rating, a dedicated team, beautiful facilities in a well-connected Leeds suburb. Yet for the best part of a year it had been running at around 76% occupancy: 12 empty beds at £1,000/week each, £12,000 per week in lost revenue. The issue was immediate and clear: the home was effectively invisible online. Outdated website, nine Google reviews (the newest ten months old), no availability page, no advertising, no tracking. A family searching Google on a Sunday evening had no way to find this exceptional home.

The approach

The rebuilt website loaded in under 2 seconds and centred on a dedicated availability page — which became the most-visited page on the site within 30 days. The CQC Outstanding badge moved above the fold on the homepage. The Google Business Profile was rebuilt field-by-field with fifteen new real photos and weekly posts, and a warm, personal review request system was placed in the manager's hands. A Google Search Ads campaign launched in week 3 at £14/day, with ad copy leading on the Outstanding rating and directing families straight to the availability page.

Revenue impact: moving from 76% to 94% occupancy in a 60-bed home at £1,000/week per resident = £8,320 additional revenue per week — £432,640 additional revenue per year. The monthly management fee represented less than 1% of this annual uplift.

14 applications and 4 hires in 30 days — including 2 drivers.

Challenge: The home care service was dealing with a severe carer shortage — particularly drivers — despite significant job board spend generating poor results.

Solution: values-based Facebook and Instagram recruitment campaign targeting local carers and drivers.

The background

The Domiciliary Service was turning away care packages — not because of a lack of demand, but because there were not enough carers to deliver them. Job boards were expensive and produced unsuitable applicants, and the agency was particularly short of carers who could drive, limiting which clients it could serve across Birmingham. Agency staff were filling the gaps at unsustainable cost.

The approach

Instead of competing on job boards, we built a values-based recruitment campaign on Facebook and Instagram — real photos of the existing team, honest messaging about what the work involves, clear progression stories, and dedicated ad sets specifically targeting drivers with their own vehicle. The campaign ran at just £8/day, with applications landing on a purpose-built, mobile-first application page that took under two minutes to complete.

From 7 reviews to 38 — and visible in AI search results.

Challenge: excellent care undermined by a thin, ageing online reputation — 7 reviews, 3.9-star average, no responses.

Solution: systematic review programme, full response management, and GEO / AI search optimisation.

The background

The Nursing Home was delivering excellent care — but its online reputation told a very different story. Seven reviews, a 3.9-star average dragged down by two old unanswered complaints, and no review strategy at all. The care delivered at the Nursing Home was genuinely excellent — but its online reputation told a different story. Seven reviews, a 3.9-star average dragged down by two old unanswered complaints, and no review strategy at all. Families researching the home saw risk where there was none. Worse, the AI tools families increasingly use to shortlist care homes were summarising that thin, negative-skewed reputation as fact.

The approach

A structured review request system was built built into the home's natural family touchpoints — after positive tours, settling-in milestones, and care review meetings. Every legacy review, positive and negative, received a considered professional response. The home's profiles and content were then optimised for generative search — structured data, consistent NAP citations, and authoritative content — so that ChatGPT, Perplexity, and Google AI Overviews now present the home accurately and favourably. Within 12 weeks of the GEO work going live, the home was appearing in AI search results for local care home queries.