carehome.co.uk is a directory funded by the homes listed on it. Its own advertising pages state that over 40% of UK care homes subscribe to a paid tier. The advice section sits on the same domain, and it is where somebody chooses a care home for a parent for the first time.

People arrive at a bad moment. A parent is leaving hospital, or a dementia diagnosis has just landed. Most have never done this before, and most do not know the listings are paid.

I interviewed across editorial and sales, two halves of one business sharing one domain and wanting different things from the same pages.

Every advice page now names its author, with credentials you can check, the date it was updated and the reading time, all before the first paragraph. The free helpline sits in the header, because someone who needs to speak to a person should not have to finish reading first.

Ad inventory was fixed at module-placement stage, before any layout existed. Adverts sit beside the reading column or between sections, and nothing lands inside a paragraph about end-of-life care. Settling it early stopped it being renegotiated page by page later, when the pressure is commercial and the page is already built.

Three brands moved onto one platform without losing organic traffic. There is a named quote from the client's product manager.