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In the previous blog in this miniseries, we identified how many domiciliary, homecare, providers need to gain private clients an order to stay in business while they develop a reputation, and gain a CQC rating, needed to apply for a local authority tender. We saw that new domiciliary care providers can use the reputation they grow from caring for private clients to develop their local reputation.
We identified that getting online is an important part of the process of gaining new service users and that there is no need to spend a lot of money in doing so.
We identified that social media is also a useful platform for new home care providers to gain traction in their local community. We identified some of the strategies to be used in order to maximise the benefit to be gained from social media.
In this blog, we will consider in a little more detail some of the issues providers need to consider when setting up websites and when using social media. We will also look at the benefits of growing a reputation using online directories and other ways of building trust
Basics
A professional, user-friendly site not only showcases a homecare service but also builds credibility. Ensuring a website features clear navigation, up-to-date information on the domiciliary services provided, contact details, and an ‘About Us’ section that tells the story of the provider is vital.
Accessibility is crucial, this means the site must be mobile-friendly and load quickly otherwise people will navigate away to one which is. Other key things to ensure when building a web presence you are:
• Contact Forms: Make it easy for users to enquire. Simple forms encourage more engagement.
• Service Descriptions: Clearly outline the services on offer and the locations the agency covers.
• Testimonials: Displaying real reviews and ratings is reassuring to potential site users; social proof is very powerful for decision-making; it is like review scores on online marketplaces.
• Compliance: Add regulatory details, such as the CQC status, to reassure prospective clients the service is compliant. Of course this is also a regulatory requirement, https://www.cqc.org.uk/cqc-ratings-and-promotional-graphics/how-providers-must-display-ratings.
SEO Basics for Homecare Providers
Search Engine Optimisation (SEO) is about making a website easy to find. This means ensuring people who might like to use the service can find it using the search terms, or keywords, they want to use. This means ensuring that the website contains these terms.
It is best to start with local SEO; that is optimising for location-based terms like “home care in [City/Town]”. Use keywords that families might search for, such as:
• “private carers near me”.
• “domiciliary care services”.
• “homecare service in Brampton”
Essentially this means building these terms, or answers to these questions into the wording of the website, for example in the about pages or in blogs:
• “We provide private carers in Brampton”
• “We are a domiciliary care service based in Brampton”
• “We provide reliable homecare services in Brampton”
It is also worth noting different ways of spelling things, like homecare and home care, which people might use.
It is useful to ensure each page on a website has an engaging title. Webpage titles are an important element of SEO and provide a brief description of the content and are what people searching for homecare will see first on searching the web.
Other means of ensuring the business is highly visible online is to ensure that it uses what are termed meta descriptions. A meta description is a short, usually about 155 characters or less, summary of a webpage’s content. These appear below the webpage title in search engine results. Meta descriptions helps people undertaking searches gain a quick view of what the web page is about. While not a form of SEO, these have significant impact on whether people click through to the site.
If a website snoozes it loses. It is imperative that website regularly update their content, for example by creating relevant blog posts addressing common questions or concerns in homecare and again using the keywords.
Subscribe to Online Directories
There is no doubt that people searching for private homecare place a lot of faith in online directories. If a provider is not on a directory they risk not being found when people are searching for care. Some of the best known are:
• https://www.homecare.co.uk/
• https://www.carechoices.co.uk/
• https://www.nhs.uk/service-search/care-services-and-care-homes/find-home-care-services/
While there is some cost to these, it may be money worth spending. Like webpages, listings on these sites need attention and it is worth completing all sections, using good photos and encouraging current Service Users to leave positive feedback as well as regularly updating details to keep the listing fresh.
Building Trust Online
We have said it before and we will say it again, getting good reviews is a cornerstone of online trust and online trust is more likely to convert to Service Users.
All homecare providers must proactively request feedback from Service Users, their families, friends and informal carers. People looking for homecare love positive testimonials because they want to hear what the experience of care is really like from people who know.
It is important to always acknowledge reviews, whether positive or negative. Thank reviewers for their comments and positively address any suggestions or negativity in a positive way (remembering to protect confidentiality and anonymity). Being open and honest is reassuring to potential Service Users and their families as it suggest that is how a business operates
Digital Marketing
The best websites are the ones which attract people to them. So blogging is important, as are things like guides on topics which people looking for homecare might find useful, such as how to find funding for care and what to expect from a carer. If the blogs appear expert and are undertaken regularly about topics important to people looking for care, it both increases SEO and reassures potential Service User that the homecare service is professional. That said, poor spelling and grammar and poorly constructed blogs can also be off putting!
Some online platforms, like Facebook and Google Ads, allow homecare providers to target a local, more defined audience, than can be reached by having a social media and web presence alone. Even a modest budget can increase visibility of homecare providers in their locality. Focussing on adverts that highlight any unique selling points and direct users to a websites enquiries page are helpful here.
Summary
In this blog we have identified strategies for improving a homecare providers online presence and potentially attracting more private Service Users, these include:
• Creating a professional, easy-to-use website.
• Optimising the agencies online presence for local searches.
• Engaging on social media.
• Listing the business on homecare directories.
• Gathering and showcasing genuine reviews and testimonials to build trust.
• Developing relevant content.
• Considering targeted digital advertising.
And, keeping all of these up to date!
In the next blog in this miniseries, we will consider other, non-digital, ways homecare providers can attract more private Service Users to use their service.
If you have yet to register a domiciliary, homecare, agency or you are looking for ongoing support with policies, procedures and a whole lot more, browse our website or get in touch:
Email: info@bettal.co.uk
Telephone: 01697741411
Peter Ellis MA MSc BSc(Hons) RN
Consultant
Bettal Quality Consultancy
Call on 01697 741411 or fill out the form below:
