Used online search
Survey respondents researching care used online search. A clear website gives those searches somewhere useful to lead.
Care home websites / The business case
Great care.
A stronger website.
A clearer return.
Your website should help families see the care you deliver, feel confident enough to enquire, and take the next step. Here’s what that can mean for your home — in clear, practical numbers.
Website Express £1,199 · Website Pro £1,790
One-off builds, excluding VAT. Optional care available.
10
Additional occupied resident-weeks
to cover this example investment.£2,738 website budget ÷ £300 weekly contribution, rounded up. Illustrative, before other costs and VAT.
to cover this example investment.£2,738 website budget ÷ £300 weekly contribution, rounded up. Illustrative, before other costs and VAT.
AI-generated illustrative care scene. Not a client home or testimonial.
Why the family’s first impression matters
Found arranging care difficult
Families need reassurance and plain answers. Make your services, setting and next steps easy to understand.
Cited reputation in their final choice
Show the people, experience and verified feedback behind your care, alongside relevant inspection information.
Source: Care England / Log my Care, published 29 April 2026. Sapio Research surveyed 1,000 people responsible for arranging care for a family member across older people’s services, working-age adult support and home care. These are survey findings across care services, not care-home-only statistics or measured website returns. Read the source ↓
The same excellent care. A different experience online.
Don’t let an old website
undersell your home.
A modern website makes your strengths easier to see and the next step easier to take. Here’s the difference families can experience before your team answers the phone.
The outdated experience
Great care, hard to discover.
- Dated photos give little sense of everyday life.
- Care types and practical details take effort to find.
- Small text and awkward navigation frustrate mobile visitors.
- The contact form or visit request feels like a dead end.
The risk: interested families leave with unanswered questions.
The considered experience
Your strengths, clearly presented.
- Approved photography brings your people and setting to life.
- Clear care, fees and facilities information supports informed enquiries.
- Readable pages and clear navigation work across devices.
- Prominent call, enquiry and visit routes lead to your team.
The opportunity: a better-informed family, ready for a conversation.
Concept layouts illustrating website experience, not a client before-and-after. Website quality does not establish care quality.
A simple illustration, not a benchmark
Same visitors.
A better enquiry journey.
With 1,000 visits in a month, moving from a 2% to a 3% enquiry rate would mean ten more enquiries. That is a one-percentage-point change. The commercial value depends on suitability and what happens next.
The number that puts cost into perspective
A website investment.
Measured in occupied weeks.
You do not need to treat the full care fee as profit to make a business case. Start with the contribution left after the extra cost of providing care, then compare it with the website budget.
Illustrative first-year example
Website Pro build£1,790
Optional Website Care · 12 × £79£948
Total website budget, excluding VAT£2,738
10
additional occupied resident-weeks
at £300 contribution per week
to cover this budget, rounded up.
One resident-week is one resident occupying a place for one week. Ten additional weeks could mean filling one suitable vacancy ten weeks sooner. This is not ten weeks of calendar payback or a prediction. £300 is an editable assumption after additional care-delivery costs, before fixed overheads and tax.
Your home. Your assumptions. Your decision.
Make the numbers
work for your home.
Change the inputs to explore a first-year scenario. Count only occupied weeks above what you would otherwise expect, for suitable care you can safely provide.
The arithmetic
Budget = build + (12 × monthly costs) + other costs + unrecoverable VAT.
Additional contribution = weekly contribution × additional occupied weeks.
Break-even = budget ÷ weekly contribution, rounded up.
Use your own available capacity and incremental care costs. The model uses the full new-site budget; it does not deduct old website costs you might stop paying or add an assumed value for staff time saved. More enquiries, admissions or occupied weeks are not guaranteed.
More than a better-looking website
Turn your strengths
into reasons to enquire.
Families cannot experience your atmosphere through a dated page. Give them a clearer picture of the home they might visit.
- 01
Show the people behind the care
Approved photography, staff introductions and everyday-life stories help families understand your approach.
- 02
Answer the questions that matter
Care types, facilities, fees information and the enquiry process make a useful conversation easier to start.
- 03
Make every referral work harder
Give families and referral partners one current, reassuring place to explore your home and contact your team.
The investment, clearly explained
A considered website.
A defined build price.
Choose the room your story needs. Both website-only packages are one-off builds, with no compulsory Website Care subscription.
Five-page website
Website Express
£1,199 + VAT · one-offA focused introduction to your home, with mobile-ready design, an enquiry form and handover.
With 12 months of optional Website Care: £2,147 + VAT.
Explore Website Express ↗Ten-page website
Website Pro
£1,790 + VAT · one-offMore space for care services, facilities and family information, with foundational SEO and GA4 setup included.
With 12 months of optional Website Care: £2,738 + VAT.
Explore Website Pro ↗Optional Website Care is £79/month excluding VAT. If you arrange hosting and upkeep separately, budget for those costs. Domains, new photography, additional content, extra pages, integrations, migration and other work are included only when stated in your agreed scope. Website-only ownership transfers on full payment; your domain remains yours. Ongoing Growth plans have separate contractual and ownership terms. See package details and terms ↗
From a business case to evidence
Measure the difference.
Improve with purpose.
A strong website is a foundation. Useful measurement connects the online journey to what your admissions team actually sees.
Start with your baseline
Record website visits, enquiries, suitable enquiries, visits and admissions before launch.
Check the enquiry journey
Test mobile navigation, telephone links and forms. Confirm who receives enquiries and how quickly they respond.
Track the outcomes
Review suitable enquiries, attended visits and verified admissions. Assess genuinely additional occupied weeks where evidence allows.
Read the context
Account for seasonality, staffing, capacity, fees, referrals and other marketing before attributing change to the website.
Good questions. Clear answers.
Confidence in
your next step.
A clear scope, an honest model and a website built around the way families choose care.
Is a new website worth it if our old one still works?
Look beyond whether it loads. Can a family quickly understand your care, see current images, read comfortably on a phone and make a reliable enquiry? If those journeys are weak, a redesign can address specific obstacles. If your existing site already works well, focused improvements may be enough.
Can you guarantee extra enquiries or admissions?
No. We build a clearer experience and useful enquiry routes. Results also depend on local demand, suitable available places, safe staffing, fees and follow-up. The calculator shows the effect of your assumptions, not an expected result.
Why use occupied weeks instead of the value of one resident?
It makes the comparison more precise. Count only occupied weeks above what would otherwise have happened, and use the contribution after additional care-delivery costs. Counting a full annual care fee as profit would overstate the amount available to cover the investment.
Do we have to pay £79 every month?
No. Website Care is optional for website-only packages. You can arrange suitable hosting, backups, security and updates separately. Include those costs in your decision. Ongoing Growth plans have separate terms.
Are the examples real client results?
The 2%–3% enquiry example and calculator figures are explicitly illustrative. They are not client results or sector averages. The care-choice percentages come from the published research linked below. Photography and concept layouts are illustrative.
What if we also need more visitors?
A clearer website helps people who reach it. Local SEO, a Google Business Profile and carefully planned advertising can support discovery as separate services. We can help identify the sensible next priority for your home and budget. Explore paid advertising and lead generation ↗
Sources & how to read these numbers
1. Care England / Log my Care: How families find and choose care, 29 April 2026 ↗. Sapio Research survey of 1,000 people arranging care for a family member across older people’s services, working-age adult support and home care. Findings describe respondents’ reported experiences and choice factors; they do not demonstrate a website-caused increase in enquiries or occupancy. Our explanation of what these findings mean for website design is an interpretation. Survey figures are separate from all illustrative commercial examples on this page. Reviewed October 2026.
Let your website reflect your care
A stronger first impression.
A clearer business case.
Tell us about your home, your current website and what you want to improve. We’ll agree the right scope and explain the cost before you commit.