Generating Leads for National Care Home Group

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

The Challenge

Tanglewood Care Homes, a group operating 19 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:
  +63% YoY increase in impressions
  +44% YoY increase in clicks

• Microsite Performance:
  +39% YoY increase in impressions
  +211% YoY increase in clicks

• Google Business Profile (GMB) Engagement:
  +75% increase in overall GMB interactions
  +53% more calls
  +51% more clicks to the website

• PPC Conversions:
  Increased from an average of 16 conversions per care home in January 2025 to 28 conversions per home by May 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
  
• 
  

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
  
  
  
  If you are interested in digital marketing expertise to increase your visibility online across multiple channels, get in touch with one of the team today.