Creating a care home digital strategy

TLC Care Homes runs exclusive, high quality care homes in SE England. The care home market relies heavily on lead generation and is not something people think or know too much about until the need arises.

Conventional techniques include door drops, press ads and WOM referrals.  Digital marketing is a great opportunity to widen the enquiry funnel.

Our brief was to help TLC increase enquiries through their websites and also through a paid search campaign.

The solution was a new website, optimised around the key search criteria for care homes. This included, persona development, information architecture and an insight-driven content strategy – all designed to improve organic SERP (Search Engine Results Page) position.  Integral to the site is an engagement tool which helps visitors to quickly understand the type of care home setting they need and then enquire directly about available options in the TLC care home group.

Finally, a paid search campaign using Google AdWords was implemented to capture as much search traffic as possible.

Page views increased by 50%