Most families don’t start their search for care by asking around. They start on their phone, typing something like “care home near me” or “care home in Llandudno” into Google. What happens in the next ten seconds — before anyone even opens your website — decides whether you make the shortlist at all.
The map pack matters more than your ranking
For local searches like these, Google shows a “map pack” — three pinned results with photos, ratings and distance — above the normal list of websites. Most people never scroll past it. If your home isn’t appearing there, you’re invisible to a huge share of local searches, no matter how good your actual website is. The map pack is driven by your Google Business Profile, not your website, which is why it’s worth getting right first.
Getting your Google Business Profile working for you
- Claim and verify it — if you’ve never actively managed it, do this first. An unclaimed listing often has wrong opening hours, an old phone number, or no photos at all.
- Fill in every field — care types offered, opening hours, phone number, photos of the home (not stock images), and a proper description.
- Keep it current — Google favours listings that are actively maintained, with recent photos and posts.
- Match your name and address everywhere — inconsistent details across directories (an old address, a slightly different business name) quietly undermine how much Google trusts your listing.
Beyond the map pack
Once you’re visible locally, your website needs a page that actually answers what someone searching “care home in [your town]” wants to know: the town or area you serve, the types of care you offer, your CIW rating, and how to get in touch. A generic homepage that never mentions your town by name is a missed opportunity — search engines and families both reward specificity.
Reviews tie it together
Local search rewards recency and volume of genuine reviews almost as much as it rewards your profile details. A steady trickle of real family reviews does more for your local visibility than almost anything else on this list — see our guide on gathering them without the awkwardness.
Not sure where you stand?
Our free check tells you exactly how findable you currently are for your town and care types, and the quickest wins to fix it — no cost, no obligation.
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