Marketing for home care and supported living
Home care marketing for domiciliary care and supported living providers
Home care marketing is how a domiciliary care or supported living provider gets found, trusted and chosen by the people who arrange care: families, people paying for their own care, social workers and commissioners. For most agencies it comes down to five things: a Google Business Profile, a website that answers families' questions, reviews, referral relationships and replying to every enquiry quickly.
We only market care providers, and our prices are fixed: a care website for £1,500 + VAT, Google Business Profile set-up for £200 + VAT and our marketing support package for £2,000 + VAT.
- 4.4Trustpilot rating
- 5.0Google rating
- 1,200+Care providers supported
- 10+ yearsTeam care experience
2,900
searches a month in the UK for “home care near me”, against 590 for “domiciliary care near me”.
What families search forWhat families search for when they need home care
Families rarely search for “domiciliary care”. They search for home care, carers and live-in care, usually on a phone. These are the average monthly searches in the UK.
Use their words
Families search for home care, carers and live-in care far more than domiciliary care. Use both on your website, but lead with the words they type.
Be on the map
Searches with “near me” usually show Google’s map results near the top. That is your Google Business Profile, not your website.
Work on a phone
Many of these searches happen on a phone, often in the evening. Your number should be one tap away on every page.
| Search | Searches a month |
|---|---|
| live in care | 8,100 |
| home care near me | 2,900 |
| elderly care at home | 2,400 |
| companionship care | 2,400 |
| home care for elderly | 1,600 |
| private carers near me | 1,000 |
| supported living near me | 1,000 |
| domiciliary care near me | 590 |
| respite care at home | 320 |
Who you are marketing to
The person receiving care is rarely the person who finds you. Home care has four buyers, and each one checks something different before they get in touch.
Families, usually a son or daughter
Searching on a phone, often in the evening and often worried. They want to know you cover their area, what care costs, your CQC rating and that someone will answer.
People paying for their own care
Self-funders and people using direct payments compare price, flexibility and whether they will see the same carers each week.
Social workers and commissioners
They need capacity, reliable cover in specific areas and a good CQC record. They are reached through frameworks, tenders and relationships, not adverts.
Care workers
You cannot take on new clients without carers. Recruitment marketing runs alongside client marketing, with its own careers page.
How to market a home care agency: 8 steps
This is the order we use with domiciliary care agencies. The first four steps cost little more than your time and keep working for years. Paid adverts come later, once you can take on new clients.
How long each part usually takes to start working
- Google Business Profile and reviews
- Weeks
- Local SEO and area pages, usually
- 3 to 6 months
- Google Ads, once switched on
- Days
- Referral relationships and frameworks
- Months
Stage 1 of 4Steps 1 to 2
Get found
Set up your Google Business Profile properly
Claim your profile, pick categories that describe home care, add your services, hours, phone number and real photos. If families do not visit your office, set it up as a service-area business: hide the address and list the towns you cover.
Our Google Business Profile set-up is £200 + VAT, one-off.
Give each area and service its own page
Write a page for each town you genuinely cover and each service you offer, such as personal care, dementia care, live-in care or supported living. Make every page specific: local details, who you support and how to start. Copied pages with the town name swapped help nobody.
Lead with families’ words: home care, carers and live-in care, as well as domiciliary care.
Stage 2 of 4Steps 3 to 4
Earn trust
Make your website answer families’ questions
Say who you help, where you work, how care is paid for (council, self-funding or direct payments), how you set prices and what happens after someone calls. Show your CQC rating, real team photos and a phone number one tap away on every page.
Once you have a rating, Regulation 20A requires it on your website within 21 days of CQC publishing it.
Ask every family for a review
Ask a few weeks into care, when families know you, and send your direct Google review link. Reply to every review, good or bad, calmly and without sharing personal details. Reviews build trust and help your place in Google’s map results.
Never pay for reviews, offer gifts for them or write them yourself. Fake reviews are banned under the DMCC Act 2024.
Stage 3 of 4Steps 5 to 6
Turn enquiries into care
Answer every enquiry quickly
A worried family often calls more than one agency. Answer the phone, call back missed calls the same day, and offer a date for an assessment visit on the first call. Write down where every enquiry came from.
Knowing which channel each enquiry came from tells you where to spend next month.
Build referral relationships
Introduce yourself to hospital discharge teams, GP practices, social workers, care navigators and local charities. Tell them the areas you cover, the needs you meet and when you have capacity. Council work itself comes through frameworks and tenders.
Keep professionals updated when your capacity changes, so they think of you first.
Stage 4 of 4Steps 7 to 8
Grow
Use Google Ads when you have capacity
Paid search puts you at the top of results for searches like “home care near me” today, while your Google Business Profile and website build up. Target the towns you cover, send people to the matching page and pause adverts when you are full.
Clicks on home care searches cost roughly £5 to £8 each, so only advertise care you can staff next week.
Recruit carers alongside clients
Growth stops when rotas are full. Give careers its own page, keep job adverts honest about pay and hours, and use social media to show what working for you is like.
Any photo or story about a person you support needs their written consent first.
Timings are typical, not guaranteed. Sources: CQC, How providers must display ratings; Digital Markets, Competition and Consumers Act 2024; Google Ads data for click costs, October 2026.
Supported living marketing is different
A supported living service is chosen by commissioners and social workers as much as by families, so adverts alone will not fill it. Your marketing has to reach four groups, and the first two matter most.
- Reach first
Commissioners and frameworks
Most supported living is commissioned by councils and the NHS. Get onto the right framework or dynamic purchasing system, and answer tenders with evidence of outcomes, staffing and your CQC record.
- Reach first
Social workers and care managers
They place people quickly and need to trust you. Tell them about specific vacancies, the needs you can meet and where, and keep them updated when that changes.
- Reach as well
Families and advocates
Explain your model in plain words: the tenancy and the support are separate, and the person has choice and control. Show what an ordinary week looks like.
- Reach as well
Landlords and housing providers
No property, no service. Show housing partners how you work with tenants, look after homes and keep placements stable.
Home care marketing channels compared
Every channel does a different job. Start with the ones that keep working after you stop paying, and add adverts when you have carers ready.
Google Business Profile
- Best for
- Calls from “near me” searches and Google Maps
- Time
- Weeks
- Cost
- Free to use. Our set-up: £200 + VAT
Website
- Best for
- Turning visits into calls and enquiries
- Time
- From launch
- Cost
- Our care websites: £1,500 + VAT
Local SEO and area pages
- Best for
- A steady flow of families in the towns you cover
- Time
- Usually 3 to 6 months
- Cost
- Your time, or ongoing support
Reviews
- Best for
- Trust, and your place in the map results
- Time
- Builds over months
- Cost
- Free
Referral relationships
- Best for
- Referrals from discharge teams, GPs and social workers
- Time
- Months
- Cost
- Your time
Frameworks and tenders
- Best for
- Council and NHS contracted hours
- Time
- Depends on when tenders open
- Cost
- Bid writing time or support
Google Ads
- Best for
- Enquiries this week, while the rest builds
- Time
- Days
- Cost
- Roughly £5 to £8 a click
Social media
- Best for
- Recruiting carers and showing your team
- Time
- Months
- Cost
- Free to post. Adverts extra
Times are typical, not promises. Click costs vary by town and month.
Marketing that stays inside the rules
Care marketing has rules that shops and restaurants do not. A general agency can write copy that breaks them without knowing. We are a care consultancy first, so every page, post and advert we write is checked against them.
Show your CQC rating
Once CQC rates you, Regulation 20A requires the rating on your website, wherever you describe the service, within 21 calendar days of CQC publishing it. CQC offers a free widget for this.
Only claim what you can prove
UK advertising rules (the CAP Code) require evidence for claims. Only say “Outstanding” if CQC rated you Outstanding, only say “award-winning” if you won an award, and leave out “the best care in town” unless you can prove it.
Get consent for every photo and story
A photo or story about a person you support is personal data, and often health data. Get written consent, protect their dignity, and never show care records, addresses or anything that identifies them by accident.
Keep reviews honest
Fake reviews, hidden paid-for reviews and hiding bad reviews are banned under the DMCC Act 2024, and Google does not allow incentives for reviews. Ask every family and reply to every review.
What our home care marketing costs
Three fixed, one-off prices, so you know the cost before we start.
Google Business Profile set-up
£200+ VAT, one-off
We set up or take over your profile and complete it properly, so you can appear in Google Maps for the towns you cover.
- Service areas and categories
- Services, hours and photos
- Your direct review link
Care website
£1,500+ VAT, one-off
A mobile-first website for your service, written in the words families search for.
- Pages for your services and areas
- Your CQC rating and click-to-call
- An enquiry form on every page
Marketing support package
£2,000+ VAT, one-off
Hands-on marketing support for your service, planned around the areas you cover and the clients and carers you need.
- A plan built from the 8 steps above
- Local search, reviews and referrals
- Scope agreed in writing first
All prices are plus VAT. We confirm exactly what is included in writing before you pay. Any advertising spend is separate.
Everything we can do for your marketing
Beyond the three fixed-price services above, we can take on any part of your marketing. Every service is built for domiciliary care and supported living first, because what works for a shop does not work for care.
Search engine optimisation for care providers
When a family searches for care in your area, you need to appear at the top of the results. Our SEO service gets your care service found by the people actively looking for it.
We optimise your website and content for the searches that matter, such as 'home care near me', 'domiciliary care in [your town]' and 'supported living [county]', so qualified enquiries come to you rather than your competitors.
Our SEO service covers keyword research built around real family search behaviour, on-page optimisation, technical fixes, local SEO and ongoing content, with monthly reporting on rankings, traffic and enquiries.
What care providers say about working with us
Care providers describe working with us, in their own words, on Trustpilot and Google.
Moving slowly. Hover, tap or press Pause to read.
First of all i want to give Millicent…
First of all i want to give Millicent her flowers. I recently became a registered manager ( OLIVE BRANCH CARE & SUPPORT LTD) because of her. She knows her stuff, she takes you through the whole process, the Q&A with encouragement and guidance. I am usually a nerve wreck, but I made it. I couldn't not have wished for a better person than her. THANK YOU MILLICENT. YOU ARE THE BEST.
Read full review by Audrey Eastwood on TrustpilotAudrey Eastwood
3 October 2026
Excellent Support Throughout Our CQC Registration Journey
Care Sync Experts provided excellent support throughout our CQC registration journey for Tailored Healthcare 4 You Limited. The team was professional, knowledgeable and very supportive throughout the process. They provided valuable guidance with our application, policies, supporting documents and preparation for the CQC registration process. What I particularly appreciated was their willingness to answer questions, explain requirements clearly and provide support whenever we needed clarification. Their guidance helped us navigate what can be a detailed and demanding registration process with greater confidence. We are very grateful for their contribution towards the successful CQC registration of our company and would happily recommend Care Sync Experts to other care providers looking for professional CQC registration support. Thank you to the entire team for your continued support.
Read full review by Philip on TrustpilotPhilip
3 September 2026
Thanks to Care Sync Experts
Care Sync Experts supported with well tailored documentations for the CQC application, good prep/training for the CQC interview and prompt communication throughout the CQC registration stages which led to the success of Novaedge application I had an excellent experience working with Care Sync Experts on my CQC registration application. From the very beginning, their team demonstrated exceptional professionalism, knowledge, and commitment to ensuring my application met the required CQC standards. They provided clear guidance throughout the entire process, helped me prepare all the necessary documentation, and ensured I was fully ready for every stage of the application. Their attention to detail, prompt communication, and willingness to answer every question gave me confidence and made what could have been a stressful process much smoother. I truly appreciated their personalised support and expertise. Thanks to their dedication, I felt well-prepared throughout my CQC registration journey. I would confidently recommend Care Sync Experts to anyone seeking reliable and professional support with CQC registration and healthcare compliance.
Read full review by Novaedge Services Limited on TrustpilotNovaedge Services Limited
25 July 2026
The Experience that I have had with…care sync was a 5 star experience
The Experience that I have had with Care Sync experts is so excellent and effortless. Care sync experts assisted me with the CQC registration of my company. It was a 5 star experience. Coming from a healthcare background myself, I worked with a group of dedicated experts who knows what there are doing. I will like to thank Colin who handled my registration process with the Care sync expert team in such a way that the process looked so simple.
Read full review by E. Lustre on TrustpilotE. Lustre
21 July 2026
Care Sync Experts are reliable
Care Sync Experts are reliable, honest and operate with integrity. All the staff are knowledgeable and supportive whenever you need guidance. I recommend them for all those loking for CQC support services.
Read full review by customer on Trustpilotcustomer
12 June 2026
I am genuinely grateful that I chose Care Sync
I am genuinely grateful that I chose Care Sync Experts to support me in establishing my domiciliary care company, Precious Care. From my very first conversation with them, it was clear that they truly understood my needs. Their knowledge, expertise, and professionalism were evident from the start—they really do live up to their name. The support provided to me and my wider team was exceptional and truly limitless. No matter how small the question, they were always available, approachable, and ready to help. From day one, Millicent and Collins made us feel valued and important. Speaking with them felt like talking to people I had known for years—warm, reassuring, and always willing to go the extra mile. Every phone call ended with clarity and confidence. Millicent’s guidance, training, and ongoing support were outstanding and made the entire process smooth and stress‑free. Without hesitation, I would recommend Care Sync Experts as the go‑to professionals for anyone seeking EXPERT support in this field.
Read full review by PN on TrustpilotPN
27 March 2026
CQC interview confidence building
I found the material I was given very informative. This helped build my confidence during my CQC interview preparation. The staff responded to my inquiries timeously
Read full review by Lilian Muzorewa on TrustpilotLilian Muzorewa
23 February 2026
100% Support: How Care Sync Experts Made Our CQC Certification A Reality
I couldn’t be more grateful for Care Sync experts exceptional support during our CQC interview presentations. From the very beginning, Millicent and Collins were not only professional but also incredibly approachable and dedicated. Every time we needed assistance, they were right there ready to help with guidance, expert advice, and all the information required to ensure our success. When our interview dates kept changing, Care Sync flexibility truly set them apart. They rescheduled sessions without hesitation and even provided extra sessions, going far beyond what we had paid for. Their unwavering commitment was a crucial factor in us achieving our CQC certification. Thanks to their 100% support, Victory Growth Care Services is now proudly registered with CQC. I wholeheartedly recommend Care Sync expats for anyone looking for top-notch, dependable support in navigating the complexities of CQC interviews. Their team truly makes a difference!
Read full review by Shaz K on TrustpilotShaz K
12 February 2025
Outstanding Tender Writing Services
I recently used Care Sync Experts for the first time to complete a tender, and I am thrilled to say that they won it for me! Their team is absolutely brilliant. They took care of everything with professionalism and expertise, making the whole process smooth and successful. I would 100% recommend Care Sync Experts to any provider looking for someone to write their tender. Their work is of a high standard, and I couldn’t be happier with the results.
Read full review by Vivian Owusu on TrustpilotVivian Owusu
22 August 2024
Outstanding Service and Exceptional Results!
I had the pleasure of working with Care Sync Experts for various projects, including website development, tender submissions, and branding materials such as brochures and leaflets. From start to finish, their professionalism and attention to detail have been nothing short of remarkable. They designed and developed my website with a keen understanding of my needs, creating a sleek, user-friendly platform that perfectly represents my brand. But they didn't stop there, their expertise in handling tenders is unparalleled. Of the six tenders they managed for me, they won five. This impressive success rate speaks volumes about their strategic approach and deep industry knowledge. I highly recommend Care Sync Experts to anyone looking for top notch services in web development, tender management, and branding. They have truly elevated my business, and I look forward to continuing our partnership!
Read full review by Living Plus Care on TrustpilotLiving Plus Care
12 August 2024
Some of the providers we have worked with
Novaedge Services Limited
Joyce Authentic Care
Synergy Home Care
Olive Cross Healthcare
Home Health Care Service
Future Care Support
Kursi Healthcare Limited
Silverstead Homecare
Demidav Home Care and Supported Living
Blue Bay Care Services
Mari Support Services
TS Healthcare
VCS
Ravdon Health Care
Living Plus Care
ZoeLife Care
Care & Grace
Comfort Support Services
Hallowed Care Staffing Agency
Fridel Care
EveBlue Homes
Akol Care
Breathe Care Services
Crown & Glory Group
Victory Growth Care Services
Rhuomai Home Care Services
Hopeful Horizons
Sanity Homecare
Precious Care Northwest
Highlands Care
Clarity Homecare
What makes our approach different
Care Sync Experts is not a marketing agency that takes on care clients as a sideline. We are a care sector consultancy with deep expertise in CQC regulation, care business operations and sector-specific marketing.
Our team includes care consultants, registered managers, SEO specialists, content writers and designers. This combination of sector knowledge and marketing expertise is what makes the difference between generic campaigns that waste your budget and targeted strategies that grow your agency's client base and fill your supported living vacancies.
This means every piece of marketing we create is informed by genuine understanding of how care businesses work.
When we write website content for a domiciliary care agency, we know the difference between personal care and domestic support. When we create social media content for a supported living service, we understand the safeguarding implications of sharing photographs. When we optimise a Google Business Profile, we know which service categories Google recognises for care providers.
Home care marketing FAQs
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