A worried family visiting your website usually isn’t browsing — they’re trying to answer a short list of specific questions as quickly as possible, often on their phone, often having just come from a difficult conversation. A good care home website answers those questions plainly and gets out of the way.
What families are actually looking for
- Your CIW rating — displayed clearly, not just because it’s now a legal requirement, but because it’s the first thing most families check.
- Care types offered — residential, nursing, dementia, respite — stated plainly, not buried in a brochure download.
- Fees and funding, in general terms — you don’t need exact figures, but avoiding the topic entirely just pushes the question to an awkward phone call. A short, honest section on how funding generally works goes a long way.
- Real photos — of the actual home, actual rooms, actual staff where possible. Stock photography is easy to spot and quietly undermines trust.
- Who you are, briefly — a short, human note about the home’s approach and the people running it matters more here than in most industries.
- How to get in touch, several ways — a phone number that’s easy to find, a simple enquiry form, and your actual address, not just a contact form buried at the bottom.
What you can leave off
Marketing jargon, stock “our values” paragraphs that could apply to any business, and anything that reads like it was written for search engines rather than people. Families can tell the difference, and so, increasingly, can AI assistants trying to summarise your site accurately.
The practical basics still matter
Mobile-friendly (most visits will be on a phone), fast to load, and easy to navigate on a small screen with one thumb. A site that’s slow or fiddly to use on mobile loses people before they’ve read a word — regardless of how good the content is.
One clear next step
Every page should make it obvious what to do next — call, enquire, or book a visit. A beautiful website that leaves a family unsure how to get in touch has missed its one job.
Wondering how yours measures up?
Our free check looks at exactly this — what’s working, what’s missing, and what to fix first — no cost, no obligation.
Want us to check how your own home looks on this — compliance, local search and AI, all in one plain-English read?