carehome.co.uk
The advice side of carehome.co.uk, where somebody is choosing a care home for a parent for the first time, on a directory funded by the homes they are comparing.
Three brands consolidated onto one platform with no loss of organic traffic, on a business that lives entirely on search. The site's own advertising pages state that over 40% of UK care homes subscribe to a paid tier.
Year
2023-24
Scope
carehome.co.uk, three brands on one platform
(_Overview)
Care advice, paid for by the care homes
People reach the advice pages at a bad moment. A parent is leaving hospital, or a dementia diagnosis has just landed, and most have never chosen a care home before. Every home they go on to compare has paid to be listed. The advice still has to be worth acting on, and it has to look it. A reader on the funding pages is entitled to ask who wrote this and what they get out of it, so the template answers before being asked: a named care advisor with a bio you can check, the date the page was last updated, and the free helpline in the header of every page. Advertising sits in slots set before any layout existed, beside the reading column or between whole sections, never inside a paragraph about end-of-life care. Three brands moved onto one platform without losing organic traffic, and editorial now publishes without waiting on a platform release. Named quote from the client's product manager. No engagement data was shared.
