How to Write News Updates that Engage Families

How to Write News Updates that Engage Families

by | 19 04 25 | Increase Sales Results

How to write News for UK Care Homes

Key Takeaways

  • Use simple, clear language that both adults and kids can understand
  • Include real stories and examples from your care home community
  • Add photos that show real people and activities
  • Break up text with bullet points and short paragraphs
  • Ask questions to get families involved
  • Keep updates positive and solution-focused
  • Send updates regularly but don’t overwhelm families
Download our free PDF
How to Write News Updates that Engage Families

Outline

  1. Why Family-Focused News Updates Matter
  2. Know Your Family Audience
  3. Creating Headlines That Grab Attention
  4. Storytelling Techniques That Connect
  5. Visual Elements That Enhance Engagement
  6. Formatting for Easy Reading
  7. Distribution Channels That Reach Families
  8. Measuring Success and Getting Feedback

Why Family-Focused News Updates Matter

Have you ever gotten an email that made you yawn? Or a newsletter that you deleted without even opening? Families of care home residents are busy people. They got jobs, kids, and a million other things on their minds. Writing news updates that actually get read ain’t easy, but it’s super important.

Good news updates keep families in the loop about what’s happening with their loved ones. They build trust between your care home and the families. And they make families feel like they’re part of the community, even when they can’t visit every day.

Email marketing for care homes

When you write updates that families actually want to read, you:

  • Reduce worried phone calls asking for information
  • Build stronger relationships with families
  • Show off the great care you provide
  • Create a sense of community
  • Help families feel connected to their loved ones

I’ve been writing family updates for care homes for over 10 years, and I’ve seen firsthand how good communication transforms relationships. One care home manager told me, “Since we started our weekly updates, complaints have dropped by 30% and we get way more positive feedback.”

Email marketing for care homes is one of the best ways to share these updates. It’s direct, personal, and most people check their email daily.

Know Your Family Audience

Before you write a single word, you gotta think about who’s gonna read it. Families of care home residents aren’t all the same. You might be writing for:

  • Adult children in their 40s-60s who are juggling careers and their own families
  • Elderly spouses who might not be super tech-savvy
  • Grandchildren who want to stay connected
  • Other relatives who live far away

Each of these groups has different needs and interests. The trick is finding common ground that speaks to all of them.

I remember working with a care home in Manchester that surveyed their families to find out what info they wanted most. The results were eye-opening! While adult children wanted health updates and care plans, grandchildren were more interested in activities and photos. Spouses wanted to know about daily routines and meals.

Here’s a simple way to think about your audience:

Family Member Primary Concerns Communication Preferences
Adult Children Care quality, health updates, staff changes Email, detailed but concise
Spouses Daily routines, emotional wellbeing, upcoming events Print newsletters, phone calls
Grandchildren Fun activities, photos, ways to connect Social media, visual content
Distant Relatives Major updates, ways to stay involved remotely Email, website updates

Social media marketing for care homes can help you reach the younger family members, while printed newsletters might work better for older ones.

The best news updates include something for everyone. You don’t need separate versions – just make sure you’re covering the bases that matter to different family members.

Creating Headlines That Grab Attention

Let’s be honest – most people decide whether to read something based on the headline. A boring headline means your carefully written update might never get read. But what makes a good headline for family updates?

The best headlines for care home news updates are:

  • Clear and specific (not vague)
  • Positive and uplifting
  • Relevant to families’ interests
  • Not clickbaity or misleading

Some examples of headlines that work: ✅ “Residents Create Beautiful Garden Art: See Their Work Inside” ✅ “New Music Therapy Program Brings Joy to Residents” ✅ “Family Day Picnic Planned for June 15 – Details Inside”

Headlines that don’t work: ❌ “Monthly Newsletter – May 2025” ❌ “Important Update” ❌ “Read This Now”

I once helped a care home rename their monthly newsletter from “Sunshine Care Monthly Update” to “Sunshine Stories: Moments of Joy from April.” Open rates jumped from 23% to 41% with just that simple change!

Blogging for care homes

When writing headlines, think about what would make YOU want to open an email or read a newsletter. Is it curiosity? Useful information? Emotional connection? Then use that same approach for your families.

Blogging for care homes uses many of the same headline techniques. The goal is always to make people curious enough to read more.

Storytelling Techniques That Connect

Stories are magic. They grab attention, create emotional connections, and stick in people’s memories way better than plain facts. Your care home is full of stories waiting to be told!

The best news updates don’t just list activities or announcements – they tell stories about real people and experiences.

Here’s how to add storytelling to your updates:

  1. Focus on individuals – Instead of “Residents enjoyed arts and crafts this week,” try “Margaret discovered a hidden talent for watercolors during Tuesday’s art session. She painted a landscape of her childhood home that brought tears to her eyes.”
  2. Include quotes – Direct quotes add authenticity and personality. “I never thought I’d learn to use an iPad at 92,” laughed John, “but now I video chat with my grandson in Australia every week.”
  3. Show progress over time – Families love to see development. “When Doris joined our gardening club in March, she was hesitant to get her hands dirty. Three months later, she’s leading the vegetable garden project and teaching others her tricks for growing tomatoes.”
  4. Connect to universal themes – Friendship, learning, overcoming challenges, finding joy – these themes resonate with everyone.

One care home I worked with started including a “Resident Spotlight” in each update, telling the story of one resident’s life, interests, or recent achievements. Families loved it so much they started volunteering their loved ones to be featured!

Remember that good stories have a beginning, middle, and end. Even in short updates, try to include:

  • A situation or challenge
  • What happened or how someone responded
  • The positive outcome or lesson

Digital marketing for care homes often uses storytelling to create emotional connections. The same principles work for your family updates.

Visual Elements That Enhance Engagement

Pictures aren’t just nice to have – they’re essential for engaging updates. Humans are visual creatures, and a good photo can tell a story better than paragraphs of text.

But not all visuals are created equal. The best images for family updates are:

  • Authentic photos of real residents and activities (with proper consent)
  • Clear and high-quality (but they don’t need to be professional)
  • Action shots that show engagement (not posed, stiff photos)
  • Positive and uplifting (showing smiles, interaction, and activity)

Care home website design

Beyond photos, consider including:

  • Simple infographics to share information visually
  • Resident artwork or creations
  • Calendars of upcoming events
  • Maps for outings or directions
  • Charts showing positive outcomes or achievements

I worked with a care home that started including “photo collages” of each month’s activities. Families reported feeling much more connected to daily life at the home. One daughter said, “Seeing my mum smiling and painting with her friends made my whole week better.”

Some practical tips for using visuals:

  1. Get a simple photo release form signed by residents or their representatives
  2. Take horizontal photos that work well in newsletters and emails
  3. Focus on activities and interactions, not just faces
  4. Use natural light when possible
  5. Take lots of photos so you have options to choose from

Care home website design uses visuals effectively to tell stories – apply the same principles to your news updates.

Formatting for Easy Reading

Even the best content will be ignored if it looks like a wall of text. Good formatting makes your updates inviting and easy to scan – which is how most people read nowadays.

Here are the formatting tricks that make the biggest difference:

Short Paragraphs

Keep paragraphs to 2-3 sentences max. One-sentence paragraphs are totally fine too!

Bullet Points and Lists

• Use bullets for any list of items • They make information easy to scan • They break up dense text

Subheadings

Use clear subheadings to organize information into sections. This helps readers find what matters most to them.

Bold Important Information

Dates, times, and key details should stand out so they don’t get missed.

White Space

Don’t cram everything together. Leave breathing room between sections.

Consistent, Readable Fonts

Stick to 1-2 easy-to-read fonts. Fancy fonts might look cute but they’re often hard to read.

I once helped a care home redesign their monthly newsletter that was basically a solid wall of tiny text. We broke it into sections with clear headings, added bullet points, and increased the font size. The manager told me, “Families used to call asking questions that were answered in the newsletter. Now those calls have almost stopped because they’re actually reading it!”

Social media for care homes

Another tip: create a consistent template for your updates. This saves you time and helps families know what to expect. Include regular sections like:

  • Upcoming Events
  • Resident Achievements
  • Staff Spotlight
  • Photos of the Month
  • Reminders and Announcements

Social media for care homes uses similar formatting principles – clear, scannable content with visual breaks.

Distribution Channels That Reach Families

You’ve written a great update – now how do you get it to families? Different families prefer different communication methods, so using multiple channels is usually best.

Email

Email is still the king for family updates. It’s direct, can include images and links, and most adults check email regularly. Tips for email updates:

  • Use a clear subject line
  • Keep the design simple and mobile-friendly
  • Send from a real person, not just “Care Home”
  • Include contact info for questions

Printed Newsletters

Some family members (especially older ones) still prefer paper. Consider:

  • Monthly printed newsletters for major updates
  • Sending by mail to distant relatives
  • Having copies available in your reception area

Private Social Media Groups

Closed Facebook groups can be great for sharing quick updates and photos:

  • Make sure it’s a private group with approved members only
  • Post 2-3 times per week (not daily)
  • Respond promptly to comments and questions

Resident/Family Portal

If you have a secure online portal:

  • Post updates consistently
  • Make sure families know how to access it
  • Include both individual and general updates

Text Messages

Reserve for important reminders or urgent updates:

  • Keep very brief
  • Don’t overuse or families will ignore them
  • Include how to get more information

I worked with a care home that surveyed families about their communication preferences. They found that 65% preferred email, 20% wanted printed newsletters, and 15% liked text alerts for important info. They created a system using all three methods and saw family engagement increase dramatically.

The key is consistency. Whatever channels you use, make sure updates happen on a regular schedule so families know when to expect them.

LinkedIn for care homes can also be a good platform for more professional updates that might interest adult children of residents.

Measuring Success and Getting Feedback

How do you know if your news updates are actually working? Measuring success helps you improve over time.

Simple Metrics to Track

  • Email open rates – Are families opening your emails?
  • Click rates – Do they click on links for more information?
  • Social media engagement – Comments, likes, and shares
  • Website traffic – If you post updates on your website
  • Feedback forms – Direct responses from families

But numbers only tell part of the story. The real measure of success is how families feel about your communication.

 

Getting Meaningful Feedback

  1. Ask directly – Include a quick question at the end of updates: “Was this information helpful? What else would you like to know about?”
  2. Annual surveys – More detailed feedback about all aspects of communication
  3. Monitor questions – If you keep getting the same questions, your updates might be missing important information
  4. Track complaints – Good communication often leads to fewer complaints
  5. Watch for positive feedback – When families mention specific things they appreciated learning about

One care home I worked with noticed their email open rates were dropping. They asked families why and discovered their emails were going to spam folders! A simple fix to their sending method solved the problem.

Another home found that families wanted more photos but fewer words. They adjusted their format to include photo galleries with brief captions, and satisfaction scores improved.

Remember that different families have different needs. What works for one might not work for all. The goal is continuous improvement based on what your specific community wants.

AI content marketing for care homes can help analyze feedback patterns and suggest improvements to your communication strategy.

Frequently Asked Questions

How often should we send news updates to families?

Most care homes find that weekly or bi-weekly updates work best. Monthly is the minimum to maintain connection, but can feel too infrequent for many families. Very urgent information should be communicated immediately through direct channels like phone calls or texts.

Should we include information about all residents or just focus on general activities?

For privacy reasons, you should get specific permission before sharing information about individual residents. Many care homes use a tiered approach: general updates for everyone, with personalized notes for specific families about their loved ones.

What if we don’t have time to take photos during activities?

Designate a “photo person” for each shift or activity who’s responsible for taking a few quick shots. Even 2-3 photos from each event is enough. Some care homes also invite volunteers specifically to document activities.

How do we handle sharing difficult news in updates?

Serious issues affecting individual residents should be communicated privately, not in general updates. For community-wide challenges (like COVID restrictions), be honest but focus on solutions and positive steps being taken. Always balance challenging news with positive information.

What’s the ideal length for a family news update?

For emails or newsletters, aim for content that can be read in 3-5 minutes. That’s typically 300-500 words plus photos. Social media posts should be much shorter – just a paragraph or two with a photo.

How can we get more families to actually read our updates?

Make sure your subject lines are specific and interesting. Send at consistent times when families are likely to read (often evenings work best). Ask for feedback about what information families find most valuable, and focus on those topics.

Should we use professional writers or photographers for our updates?

While professional help can improve quality, authentic communication is more important than perfection. Families want to see real moments, not staged photos. If writing is a challenge, consider using digital marketing services for care homes to help create templates and train staff.

Care Home Marketing Disclaimer

Care Home Digital Marketing provides marketing services specifically designed to support care homes with their digital presence, branding, and promotional strategies.

We are marketing specialists, not care providers or healthcare professionals. Nothing on this website, in our content, or within our services should be interpreted as advice or guidance related to the delivery of hands-on care, medical treatment, or clinical practices.

All marketing materials and campaigns created by us are intended solely to enhance visibility, engagement, and communication for care sector businesses.

While we are not involved in the provision of care, we do have personal experience of loved ones living with dementia, as well as those we have sadly lost due to dementia-related illness.

This personal connection drives our deep respect for the care sector and fuels our commitment to helping care homes share their vital work with the world.

For matters relating to the delivery of care, we strongly advise consulting qualified care professionals or relevant regulatory bodies.



























LinkedIn for Care Homes: Networking & Professional Branding							

LinkedIn for Care Homes: Networking & Professional Branding


 by  | 3 04 25 | Increase Sales Results








LinkedIn for Care Homes:
Networking & Professional Branding




Key Takeaways




    

  • 

    A well-optimized LinkedIn profile helps care homes build trust and attract clients and staff.
    

    • 

  • 

    Engaging in LinkedIn groups and discussions establishes authority in the elderly care sector.
    

    • 

  • 

    Posting valuable content regularly improves visibility and professional credibility.
    

    • 

  • 

    LinkedIn is an effective recruitment tool to attract skilled caregivers.
    

    • 

  • 

    Community involvement and partnerships strengthen brand reputation on LinkedIn.
    

    • 










LinkedIn Branding Care Home Digital Marketing

















How to Build an Email List for Your Care Home							

How to Build an Email List for Your Care Home


 by  | 31 03 25 | Email Marketing







Increase Care Home Occupancy with Effective Email Marketing







Key Takeaways


    

  • Email marketing gives care homes direct contact with families and potential clients
    • 

  • Website sign-up forms with care guides or newsletters work best for collecting emails
    • 

  • Social media can help grow your email list through targeted content
    • 

  • Industry events and partnerships are great offline ways to build your list
    • 

  • Content like helpful guides and tips makes people want to join your list
    • 

  • Tracking open rates and clicks helps improve your email performance
    • 

  • Segmenting your list by interest makes emails more relevant
    • 

  • Mobile-friendly emails are a must since most people read emails on phones
    • 























Claim Your Free Resources 

Introduction to Email Marketing for Care Homes Master WR
            



 


























Introduction to Email Marketing for Care Homes


Do you want more people to know about your care home? Emails still work really well, even with all the fancy new tech out there. Most care homes don’t use emails enough, which means you can stand out if you do it right. An email list is just a collection of people who’ve said “yes, I want to hear from you.” This article will show you how to build that list from scratch.


Think about it – most families looking for care homes are busy, worried, and need clear info fast. Emails let you talk directly to them without the noise of social media or the cost of ads. But first, you gotta have people to email!


The cool thing about email is that you own your list. Nobody can change an algorithm and make your emails disappear like they can with social posts. Plus, it’s cheap! Email marketing for care homes costs way less than most other marketing but often works better.


Let’s dive into why care homes should bother with email lists at all, then get into the practical stuff about how to build one that actually works.


Key Benefits of Email Lists in the Care Home Sector


There’s a bunch of good reasons why care homes need email lists. First off, emails feel personal. When a family is making a big decision about care for a loved one, they want to talk to real people, not just see generic ads. Emails can feel like a conversation.


Did you know that emails get read more than social posts? It’s true! While your Facebook post might reach 5% of your followers, emails typically get opened by 15-25% of recipients. That’s huge! Plus, you can send different info to different people based on what they care about.


Here’s what makes email lists so valuable for care homes:


    

  • You can send updates about residents directly to their families
    • 

  • Share health tips and care advice that positions you as an expert
    • 

  • Announce events, new services, or staff changes
    • 

  • Offer virtual tours to people who might be interested
    • 

  • Send testimonials and stories that show why your care home is special
    • 



The biggest benefit? Building trust over time. Care home digital marketing strategies work best when they focus on trust, and emails are perfect for that. Someone might not need a care home today, but if they’ve been getting helpful emails from you for months, guess who they’ll call first when they do need one?


I’ve seen care homes use email to completely change how they get new residents. Instead of always chasing new leads, they build relationships through email and people come to them.


Website Optimization for Email List Building


Your website is probably the first place people will give you their email. But most care home websites don’t do a good job asking for it! Let’s fix that.


The most important thing is to give people a reason to sign up. Nobody wants “more emails” – they want helpful info. Offer something specific and valuable, like:


    

  • A guide to choosing the right care home
    • 

  • Monthly newsletter with care tips and advice
    • 

  • Updates about events and activities
    • 

  • Early access to rooms when they become available
    • 



Put sign-up forms in places people actually see them. The footer that nobody reads? Not great. Try these spots instead:


    

  1. Pop-up that appears after someone has read half an article
    2. 

  2. Banner at the top of your homepage
    3. 

  3. Sidebar form on all blog posts
    4. 

  4. Dedicated landing page just for email sign-ups
    5. 



Make the form super simple – just ask for name and email at first. You can get more info later. Don’t scare people off by asking for their life story right away!


The team at digital marketing services care homes told me that care homes with clear sign-up offers get 3x more email subscribers than those without. One care home I worked with added a “Family Guide to Dementia Care” as a free download and got 40 new subscribers in the first week.


Remember, your website works for you 24/7. Make sure it’s always collecting emails even when you’re busy caring for residents.


Leveraging Social Media to Grow Your Email List


Social media and email lists should be friends, not competitors. Your social accounts can be one of the best ways to get more email subscribers if you use them right.


First thing – don’t just post “sign up for our newsletter!” That’s boring and nobody will do it. Instead, share bits of the awesome content people will get if they join your list. For example, post a short care tip, then mention “We share tips like this every week in our email – sign up to get them all!”


Try these social media tricks that actually work:


    

  • Run a simple contest where entering requires an email address
    • 

  • Post about exclusive content that’s “email subscribers only”
    • 

  • Share testimonials from people who found your emails helpful
    • 

  • Use pinned posts with clear sign-up links
    • 

  • Add email sign-up links to your bio/profile sections
    • 



Instagram and Facebook are usually best for care homes, but don’t ignore LinkedIn if you want to connect with healthcare professionals who might refer people to you.


How to use social media for care home marketing is all about being consistent and authentic. Social media gets people to know, like, and trust you – which makes them more likely to join your email list.


I’ve seen care homes use Facebook Live tours that end with an invitation to join the email list for more behind-the-scenes content. Super effective! Just make sure you’re actually providing value, not just asking for emails all the time.


In-Person Strategies: Events and Industry Networking


Not all email list building happens online! Care homes have a big advantage because you can meet people face-to-face at events, which builds trust fast.


When you host events at your care home, always have a way to collect emails. It can be as simple as a sign-up sheet or as fancy as a tablet with a digital form. Just don’t forget to ask! Good events to host:


    

  • Open houses
    • 

  • Educational workshops about elderly care
    • 

  • Community gatherings
    • 

  • Support groups for families
    • 

  • Seasonal celebrations
    • 



Industry conferences and networking events are gold mines too. Bring business cards with QR codes that lead to your sign-up page. When you meet someone interested in what you do, you can follow up by adding them to your list (with permission, of course).


Partner with other businesses that serve the same audience but aren’t competitors. Maybe local doctors, physical therapists, or senior service providers. You can promote each other’s email lists to reach more people.


The team at activity days promotions care homes found that care homes which collect emails at every in-person event grow their lists twice as fast as those that don’t. One care home I know added a simple “Join our family newsletter” sign-up sheet at their Christmas event and got 35 new contacts in one day.


Just remember to follow up quickly with new contacts while they still remember meeting you!


Content Creation to Drive Subscriptions


Content is king when it comes to getting email sign-ups. The better your content, the more people will want to get it in their inbox regularly.


What kind of content works best for care homes? Helpful, practical info that solves real problems for families and potential residents. Think about what questions or worries people have about care homes, then create content that answers those concerns.


Some content types that work really well:


    

  • How-to guides for navigating elderly care decisions
    • 

  • Checklists for evaluating care homes
    • 

  • Real stories from residents and families (with permission)
    • 

  • Expert advice from your care staff
    • 

  • Simple explanations of complicated care topics
    • 



You can create this content as blog posts, videos, podcasts, or downloadable PDFs. The format matters less than making it truly helpful.


Blogging content management care homes is a great place to start. Each blog post can include a sign-up form that offers more related content via email.


One strategy I’ve seen work amazingly well is creating “content upgrades” – where you offer an expanded version of a blog post as a PDF in exchange for an email. For example, if you write a blog post about “5 Questions to Ask When Touring a Care Home,” you could offer a downloadable checklist with 20 questions for people who sign up.


The key is making content so good that people actively want more of it in their inbox.


Best Practices for Care Home Email Marketing


Once you’ve started building your list, you need to keep people happy they joined. Bad emails will make people unsubscribe fast, and all your hard work getting them on the list will be wasted.


Here are the most important things to get right:


    

  • Send valuable stuff consistently. Whether it’s weekly, fortnightly, or monthly, stick to a schedule so people know what to expect.
    • 

  • Write subject lines that make people want to open. “March Newsletter” is boring. “3 Ways to Help Parents Adjust to Care Home Life” is much better.
    • 

  • Keep design simple and mobile-friendly. Most people will read your emails on phones, so they need to look good on small screens.
    • 

  • Segment your list when possible. Send different content to families of current residents versus people just exploring options.
    • 

  • Always be personal. Use people’s names and write like you’re talking to one person, not announcing to a crowd.
    • 

  • Make it easy to unsubscribe. This builds trust, and you only want people who actually want your emails anyway.
    • 



Working with a digital marketing agency can help ensure your emails look professional and follow best practices. They can also help with the technical parts like setting up automation.


I worked with a care home that sent a simple welcome series of 3 emails to new subscribers. The first email had an 82% open rate because it was personal, helpful, and delivered on what was promised when they signed up. That kind of engagement is gold!


Measuring Success and Refining Your Approach


How do you know if your email list building is working? You gotta track the right numbers and keep making things better based on what you learn.


The key metrics to watch:


    

  • List growth rate: How many new subscribers you’re getting each month
    • 

  • Open rate: Percentage of people who open your emails (20%+ is good)
    • 

  • Click rate: Percentage who click links in your emails
    • 

  • Conversion rate: How many email subscribers actually become residents
    • 

  • Unsubscribe rate: How many people leave your list (under 1% per email is good)
    • 



Most email platforms like Mailchimp or Constant Contact will show you these stats automatically. Look at them at least monthly and try to spot patterns. Which emails get opened most? What subject lines work best? When do people tend to unsubscribe?


Use what you learn to keep improving. If certain topics get more opens, create more content on those topics. If people are unsubscribing after a certain email, figure out why and fix it.


Outsourcing digital marketing care homes can be a good option if tracking and optimizing feels overwhelming. They can help you understand what’s working and what’s not.


I’ve seen a care home increase their open rates from 12% to 28% just by changing when they send emails and writing better subject lines. Small changes can make a big difference!


Don’t get discouraged if growth is slow at first. Email lists tend to grow slowly then accelerate as you build momentum. The care home I mentioned earlier started with just 50 subscribers but grew to over 500 in 18 months as they got better at the process.


Frequently Asked Questions


How often should care homes send emails?


Most care homes find that once or twice a month works well. More than weekly can feel like too much, while less than monthly means people might forget they signed up. Quality matters more than frequency though – better to send one great email a month than four mediocre ones.


Is it OK to buy email lists for my care home?


No, don’t do this! Bought lists have poor engagement, can damage your email sender reputation, and may violate privacy laws like GDPR. Only add people who have specifically asked to hear from you.


What email platform is best for care homes?


Mailchimp is popular for beginners because it’s free up to 2,000 subscribers. Constant Contact has good templates for care homes. ActiveCampaign is great if you want more advanced automation. Choose based on your budget and technical comfort level.


How can I avoid my emails going to spam?


Use a proper email platform (not just BCC from Gmail), don’t use spammy words in subject lines, keep your list clean by removing inactive subscribers, and always get proper permission before adding anyone to your list.


What should be in the first email to new subscribers?


Thank them for subscribing, remind them what they signed up for, deliver any promised content (like a download), tell them what to expect in future emails, and include one valuable tip or piece of information to start providing value immediately.


How long should care home emails be?


Keep them fairly short – most people scan rather than read in depth. Aim for 200-400 words per email with clear headings and short paragraphs. One main topic per email works better than covering lots of different things.






Care Home Marketing Disclaimer


Care Home Digital Marketing provides marketing services specifically designed to support care homes with their digital presence, branding, and promotional strategies.


We are marketing specialists, not care providers or healthcare professionals. Nothing on this website, in our content, or within our services should be interpreted as advice or guidance related to the delivery of hands-on care, medical treatment, or clinical practices.


All marketing materials and campaigns created by us are intended solely to enhance visibility, engagement, and communication for care sector businesses.


While we are not involved in the provision of care, we do have personal experience of loved ones living with dementia, as well as those we have sadly lost due to dementia-related illness.


This personal connection drives our deep respect for the care sector and fuels our commitment to helping care homes share their vital work with the world.


For matters relating to the delivery of care, we strongly advise consulting qualified care professionals or relevant regulatory bodies.






























Best Social Media Platforms for Care Homes							

Best Social Media Platforms for Care Homes


 by  | 9 03 25 | Social Media
Key Takeaways


Social media logos surrounding text 'Which Social Media Platforms Work Best For Your Care Home?


    

  • Facebook is the top platform for care homes with 53% of followers, great for reaching families and caregivers
    • 

  • LinkedIn (37% of followers) is excellent for recruitment and professional networking
    • 

  • Instagram (7% of followers) works best for visual storytelling and engaging younger audiences
    • 

  • X/Twitter (3% of followers) helps with quick updates and community conversations
    • 

  • TikTok is emerging as a future platform for care homes despite currently having less than 1% of followers
    • 

  • Using multiple platforms with consistent messaging boosts your care home’s online profile
    • 

  • Social media management tools can help schedule and organize content efficiently
    • 

  • Including care awareness days and relevant hashtags increases post engagement
    • 




Introduction


Social media ain’t just for teenagers anymore. It’s become a must-have tool for care homes wanting to connect with families, find new staff, and show off the good work they do. But which platforms should you use? And how do ya make the most of em? I’ve been working with care homes on their social media for over 10 years, and I’ve seen what works (and what doesn’t). Social media lets care homes share stories, build trust, and create communities. It’s not complicated once you know which platforms to focus on. Digital marketing for care homes has changed a lot recently. The right social media mix can make a huge difference to occupancy rates, staff recruitment, and family satisfaction. Let’s look at which platforms work best for care homes in 2025.


Facebook: The Leading Platform for Care Homes


Facebook is still king for care homes. It accounts for a massive 53% of all followers across care groups and their individual homes. Why’s it so popular? Simple – it’s where the families are. Most people looking for care homes for their loved ones are in the 45-65 age range. Guess where they spend their social media time? Yep, Facebook. They use it daily and are comfortable with how it works. What makes Facebook so good for care homes:


    

  • Easy photo and video sharing of events and daily life
    • 

  • Private groups for family members to stay updated
    • 

  • Events feature for promoting open days and activities
    • 

  • Community building through comments and messages
    • 

  • Targeted advertising to reach local families
    • 



I’ve seen care homes gain hundreds of inquiries just by posting regular, authentic content on Facebook. One home I work with posts a “resident of the week” feature every Monday that gets huge engagement from families. Social media marketing for care homes should always start with a solid Facebook strategy. It’s where you’ll get the most bang for your buck in terms of time invested. The key to Facebook success? Be real. Share actual moments from your care home – the birthday celebrations, the garden activities, the everyday moments of connection. People can spot fake corporate content a mile away. They want genuine glimpses into the care their loved ones might receive.


LinkedIn: Growing Professional Network


LinkedIn has become surprisingly important for care homes, making up 37% of followers. That’s a big jump from just a few years ago when many care homes didn’t even have a LinkedIn page. Why the change? Two words: staff recruitment. Finding and keeping good care staff is one of the biggest challenges facing care homes today. LinkedIn is where professional carers, nurses, and managers hang out online. What LinkedIn does best for care homes:


    

  • Job postings that reach qualified candidates
    • 

  • Showcase for care home leadership and values
    • 

  • Professional networking with healthcare partners
    • 

  • Sharing industry news and thought leadership
    • 

  • Building your care home’s reputation as a quality employer
    • 



I helped one care home group completely revamp their LinkedIn strategy last year. They went from struggling to fill positions to having a waiting list of qualified applicants. How? By sharing staff stories, highlighting training opportunities, and posting about their workplace culture. Digital marketing services for care homes should always include LinkedIn optimization, especially if you’re facing staffing challenges. LinkedIn isn’t just about recruitment though. It’s also great for connecting with professional partners like GPs, social workers, and local healthcare providers. These connections can lead to valuable referrals. The secret to LinkedIn is to balance professional content with human stories. Yes, share your care home’s achievements and credentials, but also show the people behind the uniforms. A post about a carer receiving a qualification often gets more engagement than corporate announcements.


Instagram: Visual Storytelling for Care Homes


Instagram might only have 7% of care home followers right now, but it’s growing fast. And it makes sense – care is a visual business. The warmth, activities, and environment of your care home come across beautifully in images. Instagram works particularly well for:


    

  • Showcasing your care home’s facilities and environment
    • 

  • Sharing resident activities and celebrations (with appropriate permissions)
    • 

  • Highlighting staff achievements and team culture
    • 

  • Before-and-after room transformations or garden projects
    • 

  • Short video tours and glimpses of daily life
    • 



The best thing about Instagram? It reaches a younger demographic than Facebook. This includes potential staff members and the adult children or grandchildren of possible residents who often influence care decisions. I’ve noticed care homes that use Instagram well tend to have better staff retention rates. Why? Because they create a visual community that staff feel proud to be part of. When carers see their work celebrated and shared, it builds loyalty. Graphic design for care homes becomes especially important on Instagram. Simple templates for quotes, event announcements, and celebration posts help maintain a consistent, professional look. Instagram success depends on quality over quantity. One beautiful, thoughtful image a week is better than daily poor-quality posts. And don’t forget Instagram Stories for more casual, in-the-moment content that disappears after 24 hours – perfect for simpler daily updates. Remember to use relevant hashtags like #carehome #eldercare #seniorcare and local area tags to help people find your content. And always get proper consent before posting photos of residents.


X (Twitter): Quick Updates and Community Engagement


Twitter (now called X) might only have about 3% of care home followers, but it serves a specific and valuable purpose. It’s all about quick updates, conversations, and connecting with the wider community. X works well for care homes to:


    

  • Share quick news and announcements
    • 

  • Join conversations about care sector issues
    • 

  • Connect with local community organizations and businesses
    • 

  • Follow and engage with healthcare authorities and regulators
    • 

  • Respond quickly to queries or comments
    • 



The real value of X for care homes isn’t in follower numbers but in strategic connections. Local journalists, community leaders, and healthcare professionals all use the platform. Being active here puts your care home on their radar. I’ve helped care homes use X to build relationships with local MPs, journalists, and community groups. These connections have led to media coverage, event partnerships, and even support during challenging times like the pandemic. Activity days promotions for care homes get an extra boost when shared on X because they can reach community partners who might want to get involved. For example, a local music school might see your post about a planned music day and offer to participate. X requires a different approach than other platforms. It’s more about joining conversations than broadcasting messages. Use hashtags related to care awareness days (like #AlzheimersAwarenessDay or #CarersWeek) to connect your content to wider discussions. The platform also works well for crisis communication. During emergencies or significant changes, X allows for quick updates to multiple stakeholders simultaneously – a valuable tool in the care sector.


Emerging Platforms: TikTok and Beyond


TikTok currently has less than 1% of care home followers, but don’t write it off yet. It’s expected to play a much bigger role in care home marketing over the next few years. Why should care homes consider TikTok?


    

  • Reaches a younger audience (potential future staff)
    • 

  • Short, authentic video format shows the human side of care
    • 

  • Opportunity to challenge stereotypes about care homes being sad places
    • 

  • Less competition from other care homes (for now)
    • 

  • Potential to go viral with heartwarming content
    • 



I recently helped a forward-thinking care home start a TikTok account. Their video of residents and staff doing a simple dance challenge got over 50,000 views! This exposure led to several job applications from young people who said they’d never considered care work before. AI content marketing for care homes can help you plan content for emerging platforms without getting overwhelmed. AI tools can suggest trending formats or hashtags that might work well for care content. Beyond TikTok, care homes should keep an eye on platforms like Pinterest (good for visual content about care home design and activities) and even gaming platforms where virtual tours might become more common in the future. The key with any emerging platform is to experiment without overcommitting. Start small, see what works, and be willing to try new approaches. Not every platform will be right for every care home. Remember that content can often be adapted across platforms. A 30-second TikTok video might also work well as an Instagram Reel or Facebook short. This helps maximize your content creation efforts.


Creating an Effective Social Media Strategy


Having accounts on multiple platforms is just the start. What really makes the difference is having a clear social media strategy that fits your care home’s goals and resources. A good strategy includes:


    

  • Clear goals (recruitment, occupancy, family communication, community building)
    • 

  • Defined target audiences for each platform
    • 

  • Content themes and posting schedules
    • 

  • Staff responsibilities and approval processes
    • 

  • Guidelines for resident privacy and consent
    • 

  • Crisis communication plans
    • 

  • Measurement and evaluation methods
    • 



I find that care homes often try to do too much at once and then get overwhelmed. It’s better to master one platform before adding another. For most care homes, I recommend starting with Facebook, then adding LinkedIn, then considering others. Social media sales and marketing for care homes works best when it’s consistent. Regular, planned content performs better than sporadic posting, even if the sporadic posts are higher quality. Using social media management tools like Hootsuite, Buffer, or Later can save hours of work. These tools let you schedule posts in advance, monitor engagement, and manage multiple platforms from one dashboard. One approach that works well is the content pillar system. Create 4-5 content themes (like resident activities, staff spotlights, care tips, facility features, and community involvement) and rotate through them. This gives your content variety while keeping it organized. Don’t forget to consider resident acquisition through social media. The journey from social media follower to resident inquiry needs to be clear. Make sure your profiles include easy ways to contact you for more information.


Measuring Success and ROI


How do you know if your social media efforts are paying off? It’s important to track the right metrics based on your goals. Useful metrics to track include:


    

  • Engagement rate (likes, comments, shares divided by followers)
    • 

  • Reach and impressions (how many people see your content)
    • 

  • Click-through rate to your website
    • 

  • Inquiry source (asking new inquiries how they found you)
    • 

  • Recruitment source (asking new staff how they heard about you)
    • 

  • Time spent on management (to calculate ROI)
    • 



Simple spreadsheets work fine for tracking these metrics. The important thing is to check them regularly and adjust your strategy based on what’s working. Care home digital marketing strategies should always include regular review and optimization. Social media platforms change constantly, and what worked last year might not work this year. I’ve seen care homes waste thousands of pounds on ineffective social media because they never measured results. One home was spending hours creating elaborate Instagram posts that got very little engagement, while their simple Facebook updates were driving lots of inquiries. Once they tracked the data, they could redirect their efforts more effectively. For many care homes, outsourcing digital marketing makes sense. Social media management requires specific skills and consistent time commitment that many care homes struggle to maintain in-house. A good agency can often achieve better results more cost-effectively. Whether you manage social media in-house or outsource it, make sure everyone understands how it contributes to the care home’s wider goals. Social media shouldn’t exist in a vacuum – it should support your overall marketing, recruitment, and communication objectives.


Frequently Asked Questions


How much time should we spend on social media management for our care home?


For basic maintenance across Facebook and LinkedIn, budget about 3-5 hours per week. This includes posting 3-4 times per week, responding to comments, and basic monitoring. If you’re actively managing 3+ platforms or running campaigns, you might need 7-10 hours weekly.


How do we get consent to share resident photos on social media?


Always get written consent from residents or their legal representatives. Create a simple consent form that clearly explains which platforms photos might appear on and how they’ll be used. Review and renew consent annually or after significant health changes.


Should our care home have separate social media accounts for each location?


For groups with multiple homes, a hybrid approach often works best. Maintain a main brand account plus individual location accounts for Facebook. For LinkedIn, a single company page with location showcase pages works well. Instagram and X can usually be managed with just main brand accounts.


How do we handle negative comments on social media?


Respond promptly and professionally to all negative feedback. Acknowledge concerns, avoid being defensive, and move the conversation to private channels (direct message, phone, email) as quickly as possible. Never delete legitimate complaints as this often escalates the situation.


Can social media really help with care staff recruitment?


Absolutely! In fact, it’s becoming one of the most effective recruitment channels. Staff testimonials, behind-the-scenes content, and posts highlighting training and development opportunities all help attract candidates. Make sure job opportunities are easy to find from your social profiles.


Do we need to pay for social media advertising?


Organic (non-paid) content can work well, but strategic paid promotion amplifies results. Even small budgets (£50-100 monthly) can significantly increase reach when targeted correctly. Focus paid spending on specific goals like recruitment campaigns or promoting open days.


How do we compete with bigger care home groups on social media?


Focus on your local community and personal stories. Bigger groups often struggle to create authentic, location-specific content. Your advantage is being able to showcase the unique personality of your home and staff. Quality and authenticity beat quantity every time.


What’s the biggest mistake care homes make on social media?


The biggest mistake is inconsistency. Many care homes post regularly for a few weeks, then disappear for months. This damages engagement and algorithms will show your content to fewer people. It’s better to commit to a realistic, sustainable posting schedule than to attempt too much.




Care Home Marketing Disclaimer


Care Home Digital Marketing provides marketing services specifically designed to support care homes with their digital presence, branding, and promotional strategies.


We are marketing specialists, not care providers or healthcare professionals. Nothing on this website, in our content, or within our services should be interpreted as advice or guidance related to the delivery of hands-on care, medical treatment, or clinical practices.


All marketing materials and campaigns created by us are intended solely to enhance visibility, engagement, and communication for care sector businesses.


While we are not involved in the provision of care, we do have personal experience of loved ones living with dementia, as well as those we have sadly lost due to dementia-related illness.


This personal connection drives our deep respect for the care sector and fuels our commitment to helping care homes share their vital work with the world.


For matters relating to the delivery of care, we strongly advise consulting qualified care professionals or relevant regulatory bodies.








Common Mistakes Care Homes Make in Digital Marketing							

Common Mistakes Care Homes Make in Digital Marketing


 by  | 8 03 25 | News, Social Media
Key Takeaways


Chalkboard displaying 'Common Mistakes Care Homes Make in Digital Marketing' on yellow background


    

  • SEO takes time – care homes often expect instant results when it takes months
    • 

  • Care homes use industry jargon instead of words families actually search for
    • 

  • PPC campaigns waste money when negative keywords aren’t used properly
    • 

  • Most care home websites aren’t mobile-friendly despite most users browsing on phones
    • 

  • Social media success needs regular posting and fast responses to comments
    • 

  • Quality content trumps quantity – poorly written blogs hurt more than help
    • 

  • Email marketing fails when sent to everyone instead of specific groups
    • 

  • Professional help from a digital marketing agency can avoid common pitfalls
    • 




Let’s be real – marketing a care home isn’t easy. You’ve got beds to fill but don’t know why your website isn’t bringing in enquiries. I’ve worked with care homes for 15+ years and keep seeing the same digital marketing mistakes over and over again. These mistakes cost care homes thousands in wasted money and missed opportunities. Want the truth? Most care home websites are stuck in 2010, and their social media looks abandoned. The good news? Fixing these mistakes is easier than you think, and I’ll show you how.


SEO Strategy Mistakes Care Homes Make


Search Engine Optimization (SEO) trips up most care homes. They start a website and wonder why they’re not on Google’s first page after a week. That’s not how SEO works!


Expecting Results Too Soon


The biggest mistake? Thinking SEO works fast. It doesn’t. Google takes time to trust new websites. “Why aren’t we ranking yet?” is the question I hear most. When I check, their website’s only been live for two weeks! Truth is, new care home websites need 3-6 months before seeing real SEO results. Google needs to see you’re serious and committed to providing good content before it sends visitors your way. I had a care home client who nearly gave up after two months. They stuck with it, and by month 4, their enquiries doubled. Patience pays off with SEO.


Using Industry Jargon Instead of Human Words


Care homes love their jargon. “Person-centered care” and “holistic approaches” sound professional but guess what? Nobody searches for those terms! People type things like:


    

  • “care homes near me”
    • 

  • “best dementia care Manchester”
    • 

  • “nursing home costs UK”
    • 



Your fancy industry terms won’t get found. Use words real people use when looking for care. Check what families actually ask when they call – those are your keywords.


Overdoing SEO at the Expense of User Experience


Some care homes stuff keywords everywhere, making their website read like a robot wrote it. This backfires! Google cares more about user experience than keyword density now. A website that’s hard to use drives visitors away. I’ve seen care homes with beautiful facilities but terrible websites that scare off potential residents. What’s the point of ranking if people leave your site immediately? For proper SEO guidance, consider professional digital marketing services for care homes that balance SEO with user experience.


Pay-Per-Click (PPC) Campaign Errors


PPC lets you show up at the top of Google instantly – if you do it right. Most care homes waste money on PPC because of these common mistakes.


Forgetting Who the Real Customer Is


Who are you talking to in your ads? The resident or their adult children? Many care homes forget that it’s usually the children searching online, not the elderly person who needs care. An effective PPC campaign speaks to both audiences. Adult children want safety, quality care, and trust. Potential residents want comfort, respect, and maintaining independence. I recently revised a care home’s ads to address the emotional journey of choosing care for a parent. Their click-through rate increased by 35% overnight!


Missing the Power of Negative Keywords


Every time someone clicks your ad, you pay – even if they’re looking for something you don’t offer. That’s why negative keywords matter so much. If you don’t offer respite care, add “respite” as a negative keyword. This stops your ad showing when people search for respite care, saving you from paying for useless clicks. One care home I worked with was spending £500/month on clicks from people looking for jobs! Adding “jobs,” “careers,” and “vacancies” as negative keywords saved them over £300 monthly.


Using the Wrong Keyword Match Types


Care homes often use only broad match keywords, which show your ads for anything remotely related to your keywords. This wastes money fast. Instead, use a mix of:


    

  • Phrase match: Shows ads when someone searches your keyword in the exact order
    • 

  • Exact match: Shows ads only when someone searches your exact keyword phrase
    • 



A good care home digital marketing strategy uses all match types intelligently to control costs.


Social Media Marketing Missteps


Social media can be amazing for care homes – or a complete waste of time. It depends on how you use it.


Posting Irregularly (or Abandoning Accounts)


The #1 social media mistake? Starting accounts then abandoning them. An empty Facebook page with the last post from 2023 looks worse than no page at all! Consistent posting matters more than frequency. It’s better to post once weekly without fail than daily for a week and then disappear. I’ve seen care homes try to do too much. They open accounts on five platforms, get overwhelmed, and quit. Better to focus on one platform and do it well.


Creating Poor Quality Content


Blurry photos, text-heavy posts, and content that doesn’t engage. These are everywhere on care home social pages. People want to see:


    

  • Residents enjoying activities (with proper consent)
    • 

  • Staff recognition and stories
    • 

  • Behind-the-scenes glimpses of care home life
    • 

  • Useful information for families
    • 



One care home I advised started sharing weekly resident art projects. Their engagement skyrocketed because it showed the human side of care. For guidance on creating engaging content, check out social media marketing for care homes and how to use social media for care home marketing.


Ignoring Comments and Messages


Social media is social – it’s a conversation, not a bulletin board! Many care homes post content but never respond to comments or messages. When someone comments on your post, they’re giving you free engagement. Respond quickly! When someone messages your page with an enquiry, they expect a fast reply. Waiting days to respond loses potential residents. The role of social media in resident acquisition can’t be overstated – it’s often the first impression families get of your care home.


Content Marketing and Blogging Mistakes


Content marketing builds trust and shows expertise. But most care homes get it wrong.


Publishing Low-Value Content


I’ve seen too many care homes publish blogs like “Welcome to our website” or “Happy New Year.” These add zero value for readers. Good content answers questions potential residents and their families have:


    

  • How to pay for care
    • 

  • What to look for when touring a care home
    • 

  • How to manage the transition to care home living
    • 

  • Explaining different types of care
    • 



One care home created a guide to the financial options for paying for care. It became their most visited page and generated dozens of enquiries.


Forgetting to Target Relevant Keywords


Even good content fails without targeting keywords people actually search for. Use tools like Google’s Keyword Planner to find what people are searching. For example, more people search “how much does a care home cost” than “care home fee structures” – so use the first phrase in your content.


Inconsistent Publishing Schedule


Starting a blog then abandoning it after three posts is common. Blogs need regular updating to work for SEO. It’s better to publish one quality post monthly than attempt weekly posts and give up. Quality beats quantity every time. For help with content creation, consider blogging and content management services for care homes or AI content marketing for care homes to maintain consistency.


Email Marketing Pitfalls


Email marketing has the highest ROI of any digital channel when done right. Most care homes do it very wrong.


Poor List Segmentation


Sending the same email to everyone doesn’t work. Different people need different messages:


    

  • Families of current residents want updates on activities and policies
    • 

  • Prospective families want information about availability and services
    • 

  • Former enquirers need nurturing with educational content
    • 



One care home segmented their list to send targeted event invitations based on previous interests. Their event attendance doubled!


Low-Quality Email Design


Many care home emails look unprofessional with inconsistent branding, too many fonts, and poor images. This destroys credibility instantly. A clean, mobile-friendly design with your logo, consistent colors, and one clear message works best. First impressions matter – even in emails.


Sending Too Frequently (or Not Enough)


Daily emails annoy people. Monthly emails get forgotten. Finding the right frequency matters. For families of current residents, weekly updates work well. For prospects, twice monthly is usually enough to stay top-of-mind without becoming annoying. For professional help with email campaigns, consider email marketing services for care homes that understand the senior care audience.


Website Design and Mobile Optimization Failures


Your website is often the first impression people get of your care home. Make it count!


Not Being Mobile-Friendly


Over 60% of care home website visits come from mobile devices. Yet many care home websites look terrible on phones. If visitors have to pinch and zoom to read your content, they’ll leave. Mobile-friendly isn’t optional – it’s essential. I audited a care home website that looked beautiful on desktop but lost 78% of mobile visitors within 10 seconds. After making it mobile-friendly, enquiries from mobile users increased 5x.


Slow Loading Speeds


People expect websites to load in 2-3 seconds. If yours takes longer, visitors leave. Common causes of slow care home websites:


    

  • Unoptimized images
    • 

  • Too many plugins
    • 

  • Cheap hosting
    • 

  • Outdated design
    • 



Speeding up your website isn’t just about user experience – Google ranks faster websites higher too.


Confusing Navigation and User Journey


Many care home websites make it hard to find basic information:


    

  • Where is the care home located?
    • 

  • What types of care do they offer?
    • 

  • How much does it cost?
    • 

  • How do I arrange a visit?
    • 



Put yourself in the shoes of a stressed adult child looking for care for their parent. They need clear information fast, not a treasure hunt. For professional website help, explore design development delivery for care homes and graphic design services for care homes.


How to Avoid These Mistakes: Working with a Digital Marketing Agency


The truth? Digital marketing is a full-time job. Most care homes don’t have the time or expertise to do it well in-house.


Benefits of Professional Help


Working with an agency specialized in care home marketing brings:


    

  • Industry-specific expertise
    • 

  • Time savings for your staff
    • 

  • Consistent implementation
    • 

  • Faster results
    • 

  • Higher return on investment
    • 



One care home I worked with tried doing marketing in-house for a year with poor results. Within three months of hiring professional help, their enquiries tripled.


What to Look for in a Care Home Marketing Agency


Not all agencies understand the unique challenges of care home marketing. Look for:


    

  • Experience with care homes specifically
    • 

  • Understanding of compliance requirements
    • 

  • Proven results with similar businesses
    • 

  • Transparent reporting
    • 

  • Clear communication
    • 



Learn more about why choose a digital marketing agency for care homes and how to choose the right digital marketing agency for your care home.


Cost-Effective Marketing Through Outsourcing


Many care homes worry about the cost of professional marketing. But compare these scenarios:


    

  1. Hiring a full-time marketing person (£30,000+ salary plus benefits)
    2. 

  2. Hiring an agency (typically £1,000-2,000 monthly)
    3. 



An agency gives you access to a team of specialists for less than one employee’s salary. Plus, you can see how outsourcing digital marketing for care homes saves money while improving results.


Frequently Asked Questions


How long does it take to see results from digital marketing for a care home?


SEO typically takes 3-6 months to show significant results. PPC can generate leads immediately if done correctly. Social media usually shows engagement improvements within weeks but converts to enquiries over months.


Is social media really important for care homes?


Absolutely! Adult children researching care options often check social media to see the “real” care home beyond the polished website. Active, engaging social profiles build trust and humanize your care home.


How much should a care home spend on digital marketing?


Most successful care homes invest 5-7% of their revenue in marketing. For a care home with 40 beds averaging £1,000 weekly fees, that’s around £8,000-11,000 monthly. This can be adjusted based on occupancy goals and competitive markets.


Can we do digital marketing in-house?


While possible, it’s challenging to do well without dedicated expertise. Many care homes have staff manage social media while outsourcing technical aspects like SEO, PPC, and website management to specialists.


How do we measure if our digital marketing is working?


Track these key metrics:


    

  • Website traffic (overall and by source)
    • 

  • Enquiry form submissions
    • 

  • Phone calls from digital sources
    • 

  • Tour bookings
    • 

  • Move-ins that originated from digital channels
    • 

  • Cost per enquiry and cost per move-in
    • 



What’s more important – social media or our website?


Your website is your digital headquarters and should be your primary focus. Social media supports your website by driving traffic to it and building relationships, but without a strong website, social media success is limited.


Should care homes use paid advertising?


Yes, especially when looking to fill beds quickly or entering competitive markets. Organic methods (SEO, content marketing) take time to build but paid advertising can generate immediate visibility and enquiries.


How can we compete with large care home groups online?


Focus on your unique strengths – perhaps your family-owned care philosophy, your specialized dementia care, or your local community integration. Large groups often miss the personal touch that smaller care homes can showcase online.




Care Home Marketing Disclaimer


Care Home Digital Marketing provides marketing services specifically designed to support care homes with their digital presence, branding, and promotional strategies.


We are marketing specialists, not care providers or healthcare professionals. Nothing on this website, in our content, or within our services should be interpreted as advice or guidance related to the delivery of hands-on care, medical treatment, or clinical practices.


All marketing materials and campaigns created by us are intended solely to enhance visibility, engagement, and communication for care sector businesses.


While we are not involved in the provision of care, we do have personal experience of loved ones living with dementia, as well as those we have sadly lost due to dementia-related illness.


This personal connection drives our deep respect for the care sector and fuels our commitment to helping care homes share their vital work with the world.


For matters relating to the delivery of care, we strongly advise consulting qualified care professionals or relevant regulatory bodies.