Prefer to read a summary?
If you’d rather read than watch, here’s a full summary of our recent webinar: “How Care Providers Can Turn Their Website, AI, and Digital Marketing into a Growth Engine.”
This session was designed to help care organisations use digital tools more strategically, focusing on practical, realistic improvements that make a measurable difference.
1. Setting the Foundation: Why the Website Still Matters
In Health and Social Care, your website is often the first point of contact for families, residents, and professionals. It’s not just a digital brochure, it’s your digital front door.
Most people begin their research with a Google search, so your site needs to make a strong first impression and clearly communicate who you are, what you offer, and how you can help. A strong website builds trust long before someone makes an enquiry.
A high-performing care website should prioritise:
- Accessibility for everyone: Around one in four UK adults has a disability. Ensuring your website is usable by everyone isn’t optional; it’s essential. Use good contrast, readable fonts, alt text for images, and make sure all forms are accessible via keyboard.
- Clear user journeys for each audience: You’re not serving one group; you’re serving several. Families, carers, professionals, and jobseekers all have different needs. Your navigation and messaging should guide each of them smoothly toward their goal.
- Fast, mobile-first, and secure: Over 70% of visits to care websites happen on mobile devices. A slow or clunky mobile experience can cost you conversions. Aim for fast load times and mobile-friendly layouts.
- Content that informs and reassures: Avoid jargon and overly technical terms. Speak in plain English and show empathy. Include testimonials, staff profiles, and imagery that reflects warmth and authenticity. Transparency about services and fees builds confidence.
- Calls-to-action that guide, not push: In care, decisions are emotional. Use supportive CTAs like “Talk to our team” or “Find out how we can help”. Encourage, don’t pressure.
- Find a care home functionality: A postcode search tool makes it easy for users to locate the nearest and most suitable home. Include services, vacancies, and contact details, and make the next step clear with simple enquiry buttons.
- The Trust Factor: In care, trust underpins every decision. Before someone picks up the phone or books a visit, they’re asking themselves “Can I trust this organisation?”. You can help answer that question online by:
- Embedding a short virtual tour to showcase your facilities
- Displaying your CQC rating clearly
- Featuring real photos, genuine testimonials, and staff profiles.
Your website sits at the heart of your digital presence. Everything else – AI, SEO, PPC – depends on getting this foundation right.
2. AI as a Force Multiplier: Personalisation
AI isn’t the future, it’s already transforming how people find and choose care. For providers, it’s a practical way to work smarter, freeing up time and enhancing the user experience.
Here’s how care organisations can start using AI effectively:
- Personalisation that feels human: Show visitors relevant content based on who they are or where they’re based. AI can dynamically adapt content, highlight nearby homes, or show tailored service pages. Personalisation builds trust and engagement.
- Automating everyday tasks: Use chatbots to answer simple questions, such as “Do you have availability?” or “What funding do you accept?” Automate form responses and follow-up emails to save valuable staff time. Keep automation transparent and human-centred.
- Data-driven decisions: AI can turn website and marketing data into actionable insights, showing what’s working and what needs attention. Spot trends, measure engagement, and refine your approach using data, not guesswork.
AI’s role isn’t to replace people, it’s to help you spend more time doing what truly matters… providing outstanding care.
3. Amplifying Reach: SEO & PPC for Care Providers
Once your website performs well, the next step is helping people find it. Search is where most care journeys begin, so visibility equals opportunity.
SEO: Build sustainable visibility
SEO helps families and carers discover you when they’re actively searching for services. To perform well:
- Use clear, descriptive titles and headings
- Include keywords people actually search for (like “home care near me”)
- Optimise metadata, images, and internal links
- Keep your copy natural, readable, and human
Local SEO is particularly powerful; most searches include “near me”. Make sure your Google Business Profile is complete and up to date, with consistent contact details and genuine reviews.
PPC: Get instant results
PPC (Pay-Per-Click) advertising complements SEO by offering instant visibility at the top of search results. You can target ads by location, service type, and intent which is ideal for promoting specific care homes, short-term availability, or new services. Always direct clicks to a dedicated landing page rather than your homepage. Relevance drives conversions and keeps costs efficient.
Together, SEO and PPC give you both sustainability and agility, helping you reach more of the right people at the right time. Find out more about getting the balance right by catching up on our webinar: PPC or SEO? How to Choose and Combine the Right Channels.
4. Measurement, Optimisation & Sustained Growth
You can’t improve what you don’t measure. Tracking the right data turns your website into a constantly improving growth engine.
- Measure what matters: Focus on meaningful KPIs like enquiries, conversion rate, and cost per lead. Quality is more valuable than volume.
- Turn data into improvement: Use analytics to find where users drop off or convert. Identify your strongest-performing pages and replicate what works.
- Test, learn, repeat: Small A/B tests on headlines or CTAs can yield big improvements.
- Keep your growth engine running: Review performance regularly, share insights with your team, and make continuous optimisation part of your routine.
Sustainable digital success isn’t about one big campaign; it’s about ongoing refinement and learning.
5. Key Takeaways
To summarise the key points from the webinar:
- Your website is your number-one marketing asset
- AI helps personalise, automate, and amplify your impact
- SEO and PPC drive visibility and quality leads
- Measurement and refinement create sustainable growth
- Trust and transparency are your strongest marketing tools.
