SEO and user-focused enhancements to an existing website plus social media activity
Care home group Springcare came to us looking for help with SEO. The company’s SEO goals are twofold: to bring in new enquiries for their 14 care homes, and to attract new staff. They were running pay per click (PPC) campaigns focusing mainly on recruitment, and had an established website which they were keen to develop further.
We spoke to the managers of the homes to find out what is important to potential customers. Using what we found, we optimised each page of the website to work more effectively for search engines and for customers.
To keep attracting traffic and improve the customer experience and increase enquiries, we then started to add a new function or piece of content each month. These new ideas have included a welcome from each of the home managers, a more user-friendly search facility, allowing people to search by post code and by care speciality, and a ‘how to choose a care home’ check list.
After looking at the cost-effectiveness of the firm’s PPC activity, we recommended that they replace PPC with Facebook advertising. We set up the relevant Facebook pages and processes, pushing all recruitment activity through Facebook. The new approach has reduced costs whilst at the same time bringing in more targeted enquiries and streamlining communications.
Given the nature of the business, we also recognised it was vital for the homes to feature in the map listings in Google search results. We therefore put ongoing effort into Google local business pages, working to keep each home in the top 3 Google local rankings.
WEBSITES & APPS