Generating Leads for National Care Home Group

How we doubled enquiries for national care home group, Tanglewood Care Services Ltd.

Care Home Digital Marketing Strategy

Our agency doubled enquiry volumes across the Tanglewood Care Home network year over year

The Challenge

Tanglewood Care Homes, a group operating 20 care homes across the UK, approached us with a complex challenge:

The care home group’s presence across marketing channels was fragmented with multiple microsites, poor internal linking, indexation issues, and unoptimised metadata. Their overall domain authority was low compared to competitors in the care sector, and their Google Business Profile listings were unoptimised, leading to missed opportunities for local visibility.

The care industry is highly competitive in search — especially around high-intent queries like “dementia care near me” or “care home in [location]”, the types of keywords that Tanglewood were keen to target and rank for. Tanglewood needed a cohesive SEO and PPC search strategy to boost their visibility, conversions, and enquiry volumes across all digital channels.

The Result

Within one year of taking over their SEO and PPC accounts (March 2024 to March 2025), we delivered measurable and transformational growth:

SEO Growth on Main Website:
+131% YoY increase in impressions
+31% YoY increase in clicks
Microsite Performance:
+274% YoY increase in impressions
+132% YoY increase in clicks
Google Business Profile (GMB) Engagement:
+43% increase in overall GMB interactions
+69% more calls
+33% more clicks to the website
PPC Conversions:
Increased from an average of 16 conversions per care home in January 2025 to 31 conversions per home by June 2025
Overall Result:
Doubled enquiry volumes across the Tanglewood network year over year

Care Home Search Marketing Strategy

We began with a full SEO audit and our bespoke approach to search marketing for the strategic planning process which we focused on technical improvements, content creation, and local optimisation:

Technical SEO & On-Site Optimisation

Re-structured internal linking across microsites to enhance crawlability and site hierarchy
Indexed only valuable pages, cleaned up duplicate content
Optimised page titles, meta descriptions, and heading structure site-wide

Content Strategy for Local & Intent-Based Keywords

Created landing pages targeting high-intent, location-specific keywords (e.g. “dementia care in Lincolnshire”)
Developed in-depth content hubs focused on types of care, helping both users and search engines understand the services offered
Implemented comprehensive internal linking strategies and semantic keyword clusters to establish topical authority around care-related searches, improving page rankings and user journey flow between service pages

Google Business Profile Optimisation

Audited and optimised GMB listings across all 19 locations
Implemented best practices for categories, services, reviews, Q&As, and local posts
Encouraged and managed review generation to signal E-E-A-T and credibility

Link Building & Digital PR

Focused on authority-building, an especially important aspect for the care home group considering they are sharing “Your Money or Your Life” (YMYL) content which Google holds such content to higher standards for accuracy and trustworthiness.PPC Strategy Overhaul
Secured backlinks through local news features, care directories, and sector-relevant publications

PPC Strategy Overhaul

Built new campaigns from the ground up targeting service-specific and location-related keywords
Designed landing pages tailored to different funnel stages — from awareness to ready-to-enquire
Introduced performance tracking per care home to scale spend where it mattered most