A nursing home website built to win enquiries
Ferndale provides 24-hour nursing, dementia and Parkinson’s care in Crawley. Families searching for that level of care need to find the home quickly and feel confident fast. We built a new site designed to do exactly that, then drove qualified families to it with SEO and PPC.
Nursing home · Website, SEO & PPC · Crawley, West Sussex
- Home
- 24-hour nursing, dementia & respite, 65+
- Beds
- 28
- Area served
- Crawley, Horsham, Mid Sussex, Gatwick
- CQC rating
01 — The brief
Great care, not enough enquiries
Choosing nursing care is often urgent and emotional, frequently arranged at short notice from a hospital discharge or a sudden change in a relative’s health. Families need to find a trusted home fast, understand the care on offer, and make contact without friction.
Ferndale’s previous web presence did not make that easy, and the home was relying on referrals rather than its own enquiry pipeline. The brief: build an enquiry engine that surfaces Ferndale at the moment families are searching, and convert that interest into visits, so beds fill faster.
When nursing care is urgent, families pick the home they can find and trust first.
02 — Our approach
One enquiry engine, four moving parts
We applied the same enquiry-first playbook we use across the sector: a conversion-built website, benchmarked with our CQC-enriched grader, found through local SEO, and amplified with PPC landing pages for high-intent searches.
A new, search-built website
A fast, reassuring site engineered to convert, so an anxious family can get answers and book a visit in seconds, on any device.
- 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 the site against what actually wins enquiries in care search, so every decision was driven by evidence.
- Scored against the things that drive care enquiries
- Uses CQC-enriched market data to set the bar
- Re-graded as we built, so nothing shipped below standard
Local SEO that targets real searches
Families search by town and by type of care, so we built an optimised page for each one across the Crawley area.
- A dedicated 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, fast-loading pages built to convert, with every enquiry measured.
- 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 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.
Paying for care
Care funding calculator
A four-step guide to the biggest question in nursing care: who pays. It covers all four UK nations, models the real means test, and shows each family a personalised split between what they pay, what the council pays, and where the NHS steps in, which matters far more in nursing care than anywhere else.
How families use it
- 1The family picks their UK nation, then answers plain-English questions about savings, property and income.
- 2The calculator applies the real capital thresholds and shows their likely funding position, including where NHS nursing contributions fit.
- 3They can email themselves the results, which lands a warm, named enquiry with full context for the home to follow up.
Why it works
Nursing care is the most expensive care there is, so funding is the first conversation every family needs. Answering it honestly, before they even call, earns the trust that decides shortlists.
The gateway effect
Families searching "who pays for nursing care" are at the very start of their journey. This page meets them there, weeks before they compare homes, with Ferndale’s name on the answer.
Paying for care
Deferred payment calculator
Answers the fear that freezes more nursing care decisions than any other: do we have to sell the house? It models a Deferred Payment Agreement, whether the family is likely to qualify, how much of the fee could be secured against the home, and how the amount builds over time.
How families use it
- 1The family answers the eligibility questions, permanent move, home ownership, who still lives in the property, savings position.
- 2They enter the property value and share owned, and see how much of the weekly fee could be deferred.
- 3They get the honest picture, including how the deferred amount grows, so they can plan with confidence rather than fear.
Why it works
Nursing fees make the sell-the-house fear sharper than anywhere else in care. Confronting it with real numbers removes the biggest single blocker between an enquiry and an admission.
The gateway effect
Almost no nursing home explains deferred payments. Owning this rare answer wins long-tail funding searches and marks Ferndale out as the home that tells families the truth about money.
NHS funding
Funded Nursing Care checker
A tool only a nursing home can offer properly. If someone needs care from a registered nurse, the NHS may pay a weekly contribution toward their nursing home fees, NHS-funded Nursing Care, and huge numbers of eligible families have never heard of it. The checker shows in a minute whether it could apply.
How families use it
- 1The family picks their nation and where care is being provided, in a nursing home, moving to one, at home or in hospital.
- 2They answer whether the person has needs that require a registered nurse.
- 3The checker shows whether FNC looks likely, the current weekly NHS contribution, and how it connects to a full Continuing Healthcare assessment.
Why it works
FNC is money on the table for almost every nursing resident, and most families find out late or never. The home that surfaces it first is the home families trust with everything else.
The gateway effect
FNC searches are made almost exclusively by families arranging nursing care right now, the highest intent audience there is, and this page puts Ferndale directly in front of them.
NHS funding
NHS Continuing Healthcare checker
For people with significant ongoing health needs, NHS Continuing Healthcare can fund the full cost of care, every penny. This checker screens across the real NHS care domains, behaviour, cognition, communication and more, and shows whether a full assessment looks worth pursuing.
How families use it
- 1The family rates the person’s needs across the same care domains the NHS itself assesses, high, moderate, low or none.
- 2The checker weighs the answers the way the NHS Checklist does, including the priority domains.
- 3They see whether a full CHC assessment looks warranted, and what to ask for next.
Why it works
CHC can be worth the entire cost of nursing care, so families chasing it are deeply motivated. Screening against the real domains makes the result credible rather than a vague maybe.
The gateway effect
This is a nursing-only tool that residential competitors cannot meaningfully offer, so it wins searches, and trust, that belong almost exclusively to homes like Ferndale.
NHS funding
CHC Decision Support Tool guide
When the NHS agrees to a full Continuing Healthcare assessment, a multidisciplinary team scores the person’s needs across twelve care domains using the Decision Support Tool. It is daunting and badly explained everywhere else. This guide walks families through every domain, what it covers and the evidence the assessors look for.
How families use it
- 1The family reads a plain-English explanation of each of the twelve domains, from behaviour and cognition to skin, breathing and medication.
- 2For every domain they see the severity levels used and the evidence that helps, incident logs, assessments, specialist input.
- 3They arrive at the assessment prepared, with the right records gathered and the right questions ready.
Why it works
Families walk into CHC assessments unprepared and lose funding they deserved. The home that prepares them becomes their advocate, an entirely different relationship from a sales prospect.
The gateway effect
This depth of genuinely useful content is exactly what Google rewards with rankings, and exactly what makes families choose the home that clearly knows the system inside out.
Dementia support
Dementia signs checklist
A short, private checklist built on the clinically recognised AD8 screen, for families who have noticed changes in a parent or relative. Eight questions about changes over recent years, judgement, repetition, appointments, day-to-day thinking, with an honest answer about whether it is worth speaking to a doctor. Nothing is stored.
How families use it
- 1The family answers eight questions about changes caused by memory or thinking problems, yes, no, or not sure.
- 2The checklist scores the changes the way the AD8 screen does and gives an honest, gentle reading.
- 3It points them to sensible next steps, a GP conversation first, and Ferndale’s specialist dementia care team when the time is right.
Why it works
Ferndale specialises in dementia care, and this reaches families at the very first worry, long before they search for a home. Sensitive, private help at that moment is never forgotten.
The gateway effect
Dementia sign searches reach a vast audience years ahead of any care decision. When that decision comes, the family already knows the nursing home that helped them first.
Health and wellbeing
Is it time to think about care?
A gentle, completely private self-check for families quietly worrying about a parent. Eight questions about everyday life, washing, falls, medication, eating, isolation, banded into an honest suggestion about whether more support is worth discussing. Not a diagnosis, nothing saved, no pressure.
How families use it
- 1The family answers eight questions honestly, Often, Sometimes or Rarely, about the person they are worried about.
- 2The checklist bands the answers into a warm, honest reading of how their loved one is coping.
- 3It suggests next steps, talk it through with the home, arrange a visit, or speak to a GP if health is the concern.
Why it works
Nursing care decisions often arrive in a crisis. This tool meets families before the crisis, while there is still time to plan, and positions Ferndale as the calm guide rather than the emergency option.
The gateway effect
It is the earliest touchpoint a home can own, arriving from worry-driven searches months before "nursing home near me", with Ferndale’s name attached to the help.
Paying for care
What will care cost?
An instant, honest answer to the question families are most afraid to ask about nursing care. The family picks residential, nursing or respite, starts from a realistic guide fee they can replace with their own quote, adds savings, property and Attendance Allowance, and sees the weekly, monthly and yearly cost alongside who is likely to pay it.
How families use it
- 1The family picks the care type, nursing fees differ from residential, and adjusts the guide weekly fee to their own quote.
- 2They add savings, property and any Attendance Allowance, and the estimator applies the England means test.
- 3They get the full picture, cost per week, month and year, plus whether the council or NHS is likely to contribute, and one tap to request a personalised fee.
Why it works
Nursing costs shock unprepared families. Showing honest numbers up front, when competitors hide theirs, wins the transparency conversation instantly, and Ferndale’s guide fees sit at or below the regional average.
The gateway effect
Cost searches carry the highest intent of any care query. This page captures them with real figures, and the personalised-fee step converts that intent into named enquiries.
Local support
Local council funding guide
Everything a family needs to deal with West Sussex County Council in one place: the adult social care team’s direct contact details, the exact council pages families actually need, and a plain-English explanation of the means test thresholds that decide who pays.
How families use it
- 1The family sees their council, its adult social care phone number and website, without hunting through a maze of council pages.
- 2The means test is explained with the real numbers, the £23,250 upper limit and £14,250 lower limit, and what happens between them.
- 3Direct links take them straight to the right council page for a financial assessment, so they arrive informed.
Why it works
Council funding is a fog for most families, and in nursing care the stakes are higher. The home that clears the fog becomes the trusted guide, and trusted guides get the enquiry.
The gateway effect
Localised, genuinely useful council content wins the local searches families make early in their research, and keeps them on Ferndale’s site rather than lost in council websites.
Answers on demand
Dedicated AI chat, built around Ferndale
An AI assistant trained on Ferndale itself, its nursing care, dementia and Parkinson’s specialisms, visiting arrangements, fees guidance and live room availability. It answers in the warm tone of the home, around the clock, on every page of the site.
How families use it
- 1A family opens the chat bubble on any page, at any hour, often during a stressful evening after a hospital conversation.
- 2They ask anything, from "can you care for Parkinson’s?" to "do you have a room this week?", and get an instant answer grounded in Ferndale’s own information.
- 3When the conversation warms up, the chat offers a callback request, which lands in the enquiry inbox with the family’s details.
Why it works
Nursing enquiries are urgent, often driven by a hospital discharge deadline. A home that answers at 10pm wins families that an unanswered phone loses forever.
The gateway effect
Every conversation keeps an urgent, researching family on Ferndale’s site instead of bouncing back to Google, and converts anonymous readers into named, high-intent enquiries.
Live availability
Live room availability
A live availability badge, "2 rooms available", shown across the whole site, the pop-up and the landing pages. Behind it sits a private one-tap update panel: the manager opens a link on their phone, taps the current status, and every surface updates instantly. No logins, no developer, no stale information.
How families use it
- 1The manager opens their private update link, on a phone, in seconds, whenever availability changes.
- 2One tap sets the status, rooms available, limited, currently full, with an optional room count and note.
- 3The website badge, enquiry pop-up and marketing landing pages all update at the same moment.
Why it works
In nursing care, families arranging a hospital discharge need an answer today. "Do you have a bed?" answered before the call means every enquiry that arrives is one Ferndale can actually help.
The gateway effect
Live availability adds honest urgency, a family seeing "2 rooms available" during a discharge deadline acts immediately, and it makes every ad and landing page more believable than a competitor’s silence.
What we built · Local SEO
A page for every local search
A family does not search for “nursing home”. They search for “nursing care in Horsham” or “dementia care near East Grinstead”. So we built a dedicated, optimised page for every town and every type of care we offer.
How families see it
- 1A family types an urgent, specific search, "nursing home in Horsham" or "dementia care near East Grinstead", often with a hospital discharge date looming.
- 2They land on a page built for exactly that search: their town in the heading, the right kind of nursing care, what Ferndale offers for it, and the funding answers that matter most in nursing care, from council support to NHS contributions.
- 3Everything they need to act is on the same page, the phone number, the enquiry form and the live availability badge, because in nursing care the next call is often made the same day.
Why it works
Nursing searches are more specific and more urgent than any other care query, and the searcher rarely has time to dig through a generic homepage. A page that answers the exact question, for the exact town, wins that moment, and with a page for every town and both types of care, Ferndale owns dozens of these moments instead of one.
On Google
Each page carries its own optimised title and meta description, FAQ schema and LocalBusiness structured data, so Google knows precisely which searches it belongs in. And when a new search is worth owning, a new town, a new need, the team creates the page from the admin console, live in minutes with no developer involved.
The searches these pages compete for
- nursing home in horsham
- dementia care in east grinstead
- nursing care in haywards heath
- nursing home near redhill
- dementia care in reigate
- nursing home crawley down
ferndalenursinghome.co.uk › horsham › nursing-care
Nursing Care in Horsham | Ferndale Nursing Home
Nursing Care for older people in Horsham and the surrounding area, from Ferndale Nursing Home in Crawley, West Sussex.
One page, one search, one front door. There is a page like this for every town and care type.
By the numbers
42
Local landing pages
One for every town and care type, new pages live from the admin in minutes
9
Articles migrated & live
Every original blog URL preserved, zero broken links
11
Family tools on the site
NHS funding checkers, calculators, AI chat and live room availability
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
In nursing care the cost of an empty bed is even higher, which makes a working enquiry engine one of the best investments a home can make.
- A single nursing bed at roughly £1,450 a week is over £75,000 of income a year.
- Every week a bed sits empty is income that cannot be recovered.
- Filling one bed only a few weeks sooner can cover a full year of website, SEO and PPC, many times over.
What success looks like
More online enquiries every month
A steady flow of callback requests and visit bookings from search, alongside referrals.
Page-one local rankings
Found for high-intent nursing and dementia care searches across the Crawley area.
Fewer days to fill a free bed
A shorter gap between a bed becoming available and a new resident moving in.
Targets for the campaign. Live figures will be added here as the data comes in.
“TRG took the time to understand the nursing care we provide and the families who rely on us. The new website is clear, calm and easy to use, and it makes enquiring simple at a difficult time.”
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
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