Most domiciliary care agencies market by accident: a website built once, a Facebook page updated occasionally, and hope. That is enough to survive on council hours. It is not enough to win private packages. Here is the structure that works, in order.
Layer 1: Visibility — be there when they search
Domiciliary care is bought locally and urgently. Someone's mum has had a fall; the family searches that evening and calls three agencies the next morning. Your job is to be one of the three.
- • Verified Google Business Profile with your full service area, not just an office pin
- • A dedicated page for each significant town you cover, with real local detail
- • Separate pages for hourly care, live-in care, dementia support and respite
- • Consistent business details across every directory listing
This is the core of home care SEO, and it compounds — the pages you build this quarter keep producing enquiries next year.
Layer 2: Credibility — earn the shortlist
Being found is not being chosen. Private families compare on trust signals, and they compare fast.
- • Genuine Google reviews, responded to individually
- • Your CQC registration details, and your rating once you have one
- • Transparent pricing guidance — a band is enough
- • Named registered manager and real team photos, not stock imagery
- • Clear statements of what you will not do, which reads as honesty
Layer 3: Referrals — the quiet volume channel
Discharge coordinators, district nurses, GP practice managers, social workers, OTs and private client solicitors place people constantly. They refer to whoever is reachable and decisive. A single page summarising your services, area, capacity and referral contact — delivered in person and refreshed monthly — is worth more than a year of leaflets.
Layer 4: Paid search — buy the urgent searches
Once your site converts, Google Ads lets you appear immediately for the highest-intent terms in your towns. Keep the keyword list tight, exclude recruitment searches, use call tracking, and judge it on packages started rather than clicks.
Layer 5: Conversion — stop losing the enquiries you already get
This can be a material point of leakage: missed calls, no callback, or no clear follow-up after the first conversation. A CRM can log every enquiry, prompt the team and support approved follow-up; measure its effect on contacts, assessments and packages rather than assuming a recovery rate.
Measure three numbers only
- • Enquiries per month, by source
- • Percentage of enquiries that become assessments
- • Percentage of assessments that become packages
Fix whichever number is weakest before spending more on the one above it.
Prefer it done for you?
We run all five layers for UK domiciliary care agencies as one managed service.
Domiciliary Care Marketing Service