Let’s be honest — no one wants to be “put” into a care home.
A reality is that the general public has negative connotations of care homes – they are seen as where people sit, do nothing, and go to die.
That was exactly the message Christian Pool of Hallmark Care Homes, gave in a presentation last year at the Care Home Marketing Summit
It really stuck with me.
“How can you become a care home people actually want to go to?” Christian asked.
It’s a question every care home provider should ask — because it completely changes how you think about your website and marketing.
(Watch ⬇️ my video “I do NOT want to go to your care home”!)
Understanding the Psychology Behind Care Home Marketing
Families looking for care are often anxious, emotional, and full of guilt.
Your website isn’t just an online brochure — it’s your first chance to challenge that mindset.
You need to show, through words and images, that your home is a place to live, not a place to stop living.
Hallmark Care Homes do this.
Their homepage headline reads: “Together, we’ll support you and your family to thrive.”
Straight away, it shifts the tone from care to living.
The images are fresh, colourful, and full of life — residents chatting, smiling, and connecting with younger people.
The language is conversational: “Drop by. You may be surprised by what you find.”
It’s human, reassuring, and warm — exactly what a family needs to feel.
You Don’t Need A Big Budget To Achieve Exactly The Same For Your Care Home
You don’t have to be a big brand like Hallmark to achieve this.
With £200–£300, a good editorial photographer can capture real, authentic images of your residents, team, and indoor spaces.
Focus on your unique selling points — your food, your activities, your atmosphere.
These are what families care about.
In fact, research by Autumna has revealed that after price, food and activities are the top two factors influencing decisions.
So show your chef.
Show your dining tables full of laughter.
Show your residents gardening, painting, or enjoying the sunshine.
From Care Home Website Visit to Enquiry
When your website tells a story of life, connection, and joy, you’re no longer be seen as “just another care home.”
Families won’t just browse — they’ll enquire.
They’ll see your home as a place where their loved one can thrive.
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