If you’re refreshing or redoing your care home website, here’s a blunt truth — families looking for care will decide in the first 5 seconds whether your home feels right.

And yes, your website plays a big role in that.

Your care home website isn’t for you. It’s for stressed family members doing late-night Google searches, looking at five other care homes at the same time, wondering who they can trust with their mum or dad.

Your site should immediately communicate: “We’re warm, caring, professional — and here to help.”

✅ First impressions count — outdated design = outdated care (probably)

✅ Real photos only — show team members, residents, real life

✅ Call-to-actions must be clear and everywhere.

(Watch ⬇️ specialist care home website designer Baz Jobson and I reveal “What Should a Care Home Website Look Like (And Achieve)?”)

So why have a website even in the first place?  Simple. It’s your digital shop window.

It helps you get enquiries — and ultimately new residents.

Here’s what your website must do:

✅ Provide reassurance. Families want to know: What will their loved one do all day? Who’s looking after them? What will they eat? What’s the home like inside? What activities do you have?

✅ Show what makes your home special.

✅ Answer key questions families have.

✅ Make it easy for people to reach you.

So your content should include:

* Clear care types explained simply
* Photos of rooms, food, and activities.
* “Meet the team” with names and faces.
* Day in the life” to paint a picture.
* Testimonials from real families
* Downloadable guides (e.g. “How to choose a care home”) in exchange for contact details.

Branding matters too.

Your colours, logo, typography — all of it should reflect your care home’s personality.

Warm? Luxurious? Homely?  Contemporary?

Get that across in your look and feel.

Call-to-actions (CTAs) on your care home website are vital.

✅ Phone number should be top right on every page
✅ Live chat (real human, not bot, not AI) – especially if you run Google Ads when 10% to 30% of Google Ad enquiries will come via Live Chat.
✅ Multiple options — download a brochure, book a visit, ask a question. Every visitor is at a different stage. Some want a brochure, some are ready to call.

Bonus tip: Use a CRM like Mailchimp (it’s free initially) to follow up automatically with anyone who downloads something.

And remember — every enquiry could be worth tens, possibly hundreds, of thousands in fees.

If someone’s visiting your care home’s website, they’re almost certainly looking at others too. So make sure your site is the one that makes them feel something.

One final point: update your website regularly. An event post from 6 years ago says “we’re not paying attention.”

Your website should reflect the energy, care, and warmth of your home.

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