The guide
A care home website needs about ten pages: a home page, an about page, a page for each type of care, a daily life page, fees, the team, a location page naming the towns you serve, family stories or reviews, contact, and a clear vacancies indicator. Ten pages that are current and honest will always outperform thirty that are half out of date, because the family reading them is not comparing feature lists. They are deciding whether to trust you.
Updated August 2026
A good care home website is a short list done well. In brief:
Why the list matters
Because families arrive with specific fears, and each page exists to answer one. Care England and Log my Care surveyed 1,000 UK families who had recently arranged care and found 40 per cent said the hardest part was identifying a provider they could trust, 38 per cent struggled to find a service meeting their relative's needs, and 30 per cent did not know where to start. Reputation outranked cost, staff experience and location as the deciding factor.
A page list built around those worries is a better brief than any moodboard.
The ten pages
Ten pages that are current and honest will always outperform thirty that are half out of date.
Who you are, where you are, what kind of care you provide, and one honest image of the actual home. A tappable phone number. If you have vacancies, say so here.
The story of the building and the people in it. Not the corporate history. What it is like to live there, who runs it, how long the staff have been there.
Residential, nursing, dementia, respite, whichever you actually provide. One page each, not one page listing all of them. This is how families search and how search engines and AI search tools understand what you offer.
A typical day, the food, the activities that really happen, the garden, the visiting arrangements. Real photographs of real residents and staff, with consent and dignity protected. Film if you have it.
Be clear even if you do not publish a price list. What is included, what is not, how fees are reviewed, what the first conversation covers. Silence here does not protect the enquiry.
Named people with photographs. The manager, the head of care, the chef, the activities lead. Families want to know who would be looking after their mother, and a name with a face is worth more than a paragraph about values.
Name the towns and villages you serve. This is the page that earns local search visibility, and it is also genuinely useful to a family working out whether they can visit twice a week.
Real accounts from families who have consented. carehome.co.uk carries more than 400,000 reviews across UK homes, which tells you how much weight families put on other families. Bring some of that onto your own site.
One clear route. A tappable number, a short form, and a plain statement of who replies and when.
Even a simple, dated "we currently have availability" line. Nothing loses a family faster than enquiring and being told the home is full.
The compliance piece
The research
The Care England research found only 19 per cent of families said they used inspection reports when researching providers, and around 11 per cent counted them among the most important factors.
On every page
Four things, on every page.
A question-shaped heading with a direct answer underneath, so families scanning and AI search tools summarising both find what they need.
Fast loading on a phone. Compress the images.
A route to enquire that does not require scrolling back to the top.
Text that search and AI tools can read, meaning real text rather than words baked into pictures.
Less is more
Stock photography, a scrolling carousel nobody clicks, a chatbot that cannot answer a fees question, and a mission statement.
Also anything you will not keep current. An events page last updated eighteen months ago actively damages trust, because it tells a family the home does not tend to details.
The ten minute audit
Open it on your phone, not your laptop. Go through the ten pages above, and for each one ask three questions.
Go through the ten pages one at a time and check that each one exists.
Check that what it says still holds, from fees and vacancies to the team and the photographs.
Read it as a worried family member would. Does it make the next step feel easier?
If a page fails on any of the three, that is your list.
What next
If most of them fail, the honest answer is usually a rebuild rather than repairs, and our piece on whether to redesign or start again walks through how to tell the difference.
What a strong site looks like overall is covered in what makes a great care home website. If you would like to see how we build them, take a look at our websites for care homes.
Common questions
At minimum: a home page that says who you are and where, an about or our home page, a page for each type of care you provide, a daily life page, a fees page, a team page, a location page naming the towns you serve, a reviews or family stories page, a contact page and a vacancies indicator. Ten pages, well maintained, beat thirty that are half out of date.
It should be clear about fees even if it does not publish a price list. Explain what is included, what is not, how fees are reviewed and what the first conversation looks like. Total silence on fees makes families assume the worst and filters out serious enquirers rather than protecting them.
In England, providers are required to display their CQC rating on their website. Beyond compliance it is worth doing well: display it plainly rather than hiding it, and if the rating is not what you would like, say what you are doing about it. Families read honesty as a good sign.
The page that shows daily life. Families are not comparing facilities lists, they are trying to picture whether their relative would be content there. Real photographs, a typical day, the food, the garden, the staff who would actually be there. That page does more than any other to turn a visitor into an enquiry.
Around ten for a single home. Enough to answer the real questions and to give search engines local and question-shaped pages to index, few enough that one person can keep them all current.
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