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
- Good
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.
Care funding calculator
Works out a guide to nursing 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.
Local council funding
Explains means testing and what the council may contribute towards nursing care.
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.
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 nursing and dementia care, funding and visiting, keeps the site fresh, builds trust with families, and wins the long-tail searches that turn into enquiries.
By the numbers
51
New local pages & articles
42 local-area pages + 9 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
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
Prefer to talk? Call us or book a free demo.