A new website built to fill empty beds
Crossways is a warm, family-run residential home in Lindfield with an outstanding local reputation, but a website that was not turning that reputation into enquiries. We rebuilt it as a fast, search-optimised enquiry engine, then put SEO and PPC behind it to bring families to the door.
Residential care home · Website, SEO & PPC · Lindfield, West Sussex
- Home
- Residential & respite care, 65+
- Beds
- 25
- Area served
- Lindfield, Haywards Heath, Mid Sussex
- CQC rating
- Good
01 — The brief
Great care, not enough enquiries
Families choosing a care home almost always start online, often in a hurry and at a stressful moment. Crossways had the care, the reputation and the word-of-mouth, but its old website was slow, hard to find in search, and gave families no easy way to ask about a room or book a visit.
Meanwhile every empty bed was quietly costing the home money. The brief was simple: turn the home’s real-world reputation into a steady stream of online enquiries, and shorten the time a free room sits empty.
Great care, an invisible website. The reputation was there; the enquiries were not.
02 — Our approach
One enquiry engine, four moving parts
We treated the website as a single enquiry engine, not a brochure, and wrapped our own care-sector technology around it: a CQC-enriched grader to benchmark it, local SEO to be found, and PPC landing pages to capture paid demand.
A new, search-built website
A fast, modern site engineered to convert, so it is effortless for a family to take the next step, on any device, day or night.
- Server-rendered for instant loading and strong rankings
- Click-to-call, callback forms, live room availability and an AI assistant on every page
- Helpful funding tools that answer real questions and capture the enquiry
Benchmarked with our CQC website grader
Our website grader scores a care site against what actually wins enquiries, so every decision was evidence-led, not guesswork.
- Scored against the things that drive care enquiries
- Uses CQC-enriched data on the local market to set the bar
- Re-graded as we built, so nothing shipped below standard
Local SEO that targets real searches
Families do not search for “a care home”. They search by town and by type of care, so we built a page for each.
- A dedicated, optimised page for every town and every care type
- Technical SEO and structured data so Google trusts the site
- A growing blog answering the questions families actually ask
PPC landing pages that capture demand
For urgent, high-intent searches, paid clicks land on focused pages built to convert, with every enquiry tracked.
- A dedicated landing page per campaign, built to convert
- Budget aimed only at searches that lead to visits
- Every call and form measured back to the click
What we built · Tools
Tools that turn questions into enquiries
The website does more than look good. It answers the questions families are already Googling, with interactive tools that give a genuinely helpful answer and capture an enquiry at the same time, on desktop and on mobile.
Care funding calculator
Works out a guide to care costs and the funding a family may be entitled to, then offers a friendly callback. The same experience, built to convert, on every screen size.
Deferred payment calculator
Shows how a deferred payment agreement could work against the value of a home.
Attendance Allowance guide
Helps families check what they could claim, and how to apply.
Local council funding
Explains means testing and what the council may contribute.
What we built · Local SEO
A page for every local search
A family does not search for “care home”. They search for “residential care in Haywards Heath” or “respite care near Burgess Hill”. So we built a dedicated, optimised page for every town and every type of care we offer, the searches that actually bring enquiries.
Built mobile-first
Most family searches happen on a phone. Every local page is fast and effortless to use on mobile, with the phone number and enquiry form always within reach.
What we built · Content
A blog that earns its rankings
A steady stream of genuinely useful articles, on choosing a home, funding, visiting and dementia, keeps the site fresh, builds trust with families, and wins the long-tail searches that turn into enquiries.
By the numbers
46
New local pages & articles
25 local-area pages + 21 articles, live now
Pages and articles are a live count. The site is newly launched, and live traffic and enquiry figures will be published here as they land.
03 — Why it pays
The cost of an empty bed
For a care home, marketing is not a cost, it is the cheapest bed-filler there is. The maths is simple and it is the home’s own.
- A single residential room at roughly £1,200 a week is over £60,000 of income a year.
- Every week that room sits empty is income the home never gets back.
- Filling one room just a few weeks sooner can pay for a full year of website, SEO and PPC, several times over.
What success looks like
More online enquiries every month
A predictable flow of callback requests and visit bookings from search, not just word of mouth.
Page-one local rankings
Visible for the high-intent “care home in…” searches families make in the area.
Fewer days to fill a free room
A shorter gap between a room becoming free and a new resident moving in.
Targets for the campaign. Live figures will be added here as the data comes in.
“From the first conversation, TRG understood our home and what matters to the families who come to us. The new website finally reflects the care we give, and it makes it easy for people to get in touch.”
Start your project
Let's fill your beds
Tell us where you want to grow, more enquiries, a new website, or custom software, and we'll come back with a clear plan to get you there.
- A reply within one business day
- A free, no-obligation plan for your growth
- Specialists who already know the care sector
- One team for marketing, websites & software
Prefer to talk? Call us or book a free demo.