Last year I built a website for a Surrey care agency that was struggling to differentiate in a crowded market. They had an Outstanding CQC rating but their website looked like every other agency - stock photos, vague promises, no personality.
After rebuilding with actual carer photos, detailed service area maps, and transparent pricing guidance (using our care agency template as a foundation), they saw:
- 127% increase in family enquiries
- 43% reduction in “tyre-kicker” calls (people outside service area or wrong care type)
- 18 quality carer applications in first month (previously 3-4)
The website became their best salesperson and recruitment tool.
Here’s exactly what care agencies need in 2026 to stand out, build trust, and solve the dual challenge of winning clients while attracting staff.
Understanding Your Two Audiences
Care agency websites fail when they try to serve everyone with one generic experience. You have two distinct audiences with completely different needs:
Audience 1: Families Choosing Care (70% of Traffic)
What they’re feeling:
- Anxious about handing care of loved one to strangers
- Overwhelmed by options (dozens of agencies in most areas)
- Suspicious of promises (everyone claims to be “caring” and “professional”)
- Time-pressured (often need care quickly after hospital discharge)
What they need from your site:
- Evidence you’re trustworthy and competent
- Proof you specialise in their specific care need
- Clarity on cost and process
- Reassurance through real testimonials
- Easy way to take next step (call or enquiry)
Audience 2: Carers Looking for Work (30% of Traffic)
What they’re feeling:
- Frustrated with poor pay and conditions in the sector
- Comparing multiple agencies simultaneously
- Sceptical of recruitment promises
- Looking for culture fit, not just a job
What they need from your site:
- Honest pay rates and benefits
- Evidence of supportive culture
- Career development opportunities
- Understanding of what makes your agency different
- Simple application process
Essential Element 1: CQC Rating Front and Centre
Your CQC rating is the first thing families look for. Don’t make them hunt for it.
Where to Show It
Homepage hero section:
- Badge/logo showing rating (Outstanding, Good, Requires Improvement)
- Link to full CQC report
- Date of last inspection
Every service page:
Families checking “dementia care in Surrey” need immediate reassurance you’re CQC-approved.
Footer site-wide:
Constant visibility builds subconscious trust.
How to Present It
If you’re Outstanding or Good:
Make it prominent - this is your biggest credibility signal.
Example hero text:
“CQC Outstanding Care in Surrey Since 2019”
[Latest CQC Report →]
If you’re Requires Improvement:
Still show it (hiding raises red flags) but add context:
“CQC Registered & Working Towards Good Rating”
“We’re addressing recommendations from our 2025 inspection. Read our improvement plan →”
Transparency builds more trust than hiding.
If you’re not yet inspected:
“CQC Registered - Awaiting First Inspection”
“We’re fully compliant and prepared for CQC inspection. All staff are DBS checked and trained to CQC standards.”
Essential Element 2: Real People, Not Stock Photos
Stock photos scream “we don’t want you to see our actual staff.” This creates doubt.
What to Show
Your actual carers:
- Professional photos of real staff members
- Names and roles (with their permission)
- Brief personal statements (“I’ve been with [Agency] for 6 years…”)
Team doing actual work:
- Carer helping client with mobility
- Staff training sessions
- Team meetings or social events
Clients (with consent and dignity):
- Elderly person being supported by carer
- Focus on care relationship, not medical details
- Always obtain proper consent and respect privacy
Photography Guidelines
Do:
- Use natural lighting where possible
- Show genuine interactions and smiles
- Include diversity (age, ethnicity, gender)
- Respect client dignity (appropriate clothing, no unflattering angles)
- Get written consent from everyone in photos
Don’t:
- Use generic stock photos (obvious and untrustworthy)
- Show clients in vulnerable positions
- Include identifying information without consent
- Use low-quality phone photos (invest in decent photography)
Budget option:
Can’t afford professional photography? Use high-quality smartphone photos following these guidelines. Authenticity matters more than professional polish - but lighting and composition still matter.
Essential Element 3: Service Area Clarity
“We cover Surrey” is too vague. Families need to know immediately if you can help them.
How to Show Service Areas
Homepage:
Clear statement: “We provide care in [specific areas]”
Dedicated service area page:
- Map showing coverage
- List of towns/postcodes
- Approximate response time for each area
Example structure:
Areas We Cover:
Primary coverage (24-hour response):
Guildford, Woking, Farnham, Godalming
Extended coverage (48-hour response):
Camberley, Haslemere, Cranleigh
Full postcode list: GU1-GU35, KT11-KT24
[Interactive map showing coverage →]
Why This Matters
Saves everyone time:
Families outside your area won’t waste time enquiring. You won’t waste time on unqualified leads.
Shows operational maturity:
Vague geography suggests small/disorganised operation. Specific areas show you know your capacity.
SEO benefits:
“Home care in Guildford” ranks better than “home care in Surrey” - specificity helps local search.
Essential Element 4: Care Type Specialisation
“We provide all types of care” signals you’re not expert in anything. Families want specialists.
Common Care Types to Specify
Dementia care:
- Specific training your staff receive
- How you handle challenging behaviours
- Memory care techniques you use
- Evidence of dementia care experience
Palliative/end-of-life care:
- Experience with symptom management
- Emotional support for families
- Working with hospice/district nurses
- Respite for family carers
Learning disabilities:
- Understanding of specific conditions
- Person-centred care approach
- Communication strategies
- Social inclusion activities
Physical disabilities:
- Moving and handling expertise
- Equipment knowledge (hoists, wheelchairs)
- Adaptable care plans
- Independence promotion
Companionship and daily living:
- Meal preparation
- Shopping and errands
- Medication reminders
- Social engagement
How to Present Specialisations
Dedicated page for each care type:
Not just a paragraph - full page explaining:
- What this type of care involves
- Your team’s specific experience and training
- Real example: “We currently support 12 clients with dementia…”
- Testimonial from family you’ve helped with this care type
Case studies (anonymised):
Supporting Margaret with Advanced Dementia
Margaret, 82, was becoming agitated in the evenings (sundowning). Our team:
- Adjusted lighting and routine to reduce triggers
- Introduced calming activities in late afternoon
- Trained family in validation techniques
Result: Reduction in agitation episodes from daily to 2-3 times per week. Family reported feeling supported and less stressed.
Essential Element 5: Transparent Pricing Guidance
“Call for pricing” loses trust. Families expect range indication.
What to Include
You don’t need exact pricing, but provide context:
Pricing Guide:
Our hourly rates start from £18-28 per hour depending on:
- Care complexity (companionship vs personal care vs complex needs)
- Time of day (daytime, evenings, overnight, weekends)
- Duration of visits (longer visits have better hourly rates)
Typical packages:
- Morning visit (1 hour): £22-28
- Twice-daily visits: from £280/week
- Live-in care: from £1,200/week
We’ll provide exact pricing during your free assessment based on your loved one’s specific needs.
What Not to Do
Don’t hide pricing entirely:
Creates suspicion you’re expensive and flexibility suggests inconsistency.
Don’t promise “affordable” without context:
Meaningless without numbers. £20/hour is affordable to some, expensive to others.
Don’t forget to mention funding:
Help with costs:
Many of our clients receive financial support through:
- Local authority funding (means-tested)
- NHS Continuing Healthcare
- Attendance Allowance
- Personal budgets
We can guide you through funding options and help with applications.
Essential Element 6: Staff Recruitment Section
The UK care sector faces a staffing crisis. Your website should actively recruit.
What Carers Want to See
Honest pay rates:
Carer Pay:
- Starting rate: £12.50-14.00/hour (experience-dependent)
- Weekend rate: £15.00/hour
- Bank holidays: Double time
- Mileage: 45p per mile
- Travel time: Paid between visits
Plus benefits:
- Blue Light Card (retail discounts)
- Pension scheme
- Paid training and development
- Flexible hours available
Culture and values:
Don’t just list values - show evidence:
What Makes Us Different:
- Small teams: You’ll support the same 8-12 clients (not 30+)
- Realistic schedules: 20-minute visits for tasks that need 20 minutes
- Team support: Weekly team meetings, 24/7 on-call manager
- Proper training: Induction + ongoing specialist training
“I left my previous agency because I was rushed and stressed. Here I have time to do the job properly.” - Sarah, Care Assistant
Career development:
Grow Your Career:
- NVQ/QCF Level 2-5 training (funded)
- Specialist certifications (dementia, palliative care)
- Progression to Senior Carer, Team Leader, Care Coordinator
- 6 of our current management team started as carers
Simple application:
Don’t require CV upload and cover letter and references and 10 form fields. Start simple:
Start Your Application:
Basic form: Name, phone, email, care experience (yes/no)
“We’ll call you within 24 hours to discuss the role and next steps. No lengthy forms - just a conversation.”
Essential Element 7: Trust Signals Throughout
Families are trusting you with their most vulnerable loved ones. Every page needs trust signals.
Effective Trust Signals
Real testimonials (specific, not generic):
Bad testimonial:
“Great service, very professional.” - Mrs Smith
Good testimonial:
“When Dad was discharged from hospital after his stroke, we needed care immediately. [Agency] had someone at his house within 6 hours. Sarah has been his carer for 8 months now - Dad actually looks forward to her visits. She’s patient with his speech difficulties and has learned what he likes. We couldn’t have got through this without them.” - Jennifer P., daughter of client in Guildford
Certifications and memberships:
- CQC registration (obviously)
- UKHCA membership (UK Homecare Association)
- Skills for Care Endorsed Provider
- Local authority approved provider list
- Relevant training certifications
Longevity and stability:
“Established 2015 - Supporting Surrey families for 10+ years”
“Average carer tenure: 4.5 years (sector average: 1.8 years)”
Shows you’re not a fly-by-night operation and staff actually want to work for you.
Response to concerns:
Show you understand common fears:
“How do you ensure our loved one is safe?”
- DBS checks for all staff (renewed every 3 years)
- Spot checks and supervision
- Family feedback after every visit (optional)
- 24/7 emergency contact
- Digital care notes showing every visit
Transparency about challenges:
“What if our regular carer is sick?”
We maintain a backup team familiar with your loved one. When possible, we’ll introduce them in advance. If an emergency requires someone new, we’ll brief them thoroughly and call you before the visit.
Technical Requirements Specific to Care Agencies
Beyond content, care agency sites need specific technical features:
Must-Haves
Mobile-first design:
68% of family members researching care do it on phones (often at hospital or during work breaks).
- Click-to-call phone number in header
- Contact form works perfectly on mobile
- Fast loading (anxious families won’t wait)
Secure contact forms:
You’re collecting sensitive information about vulnerable people:
- SSL certificate (HTTPS)
- GDPR-compliant consent checkbox
- Secure form handling (not just email)
- Auto-reply confirming receipt
Accessibility:
Many family members researching care are elderly themselves:
- Readable font size (16px minimum)
- High contrast text
- Simple navigation
- Alt text on images (screen reader friendly)
Service area landing pages:
Create dedicated pages for each main town you serve:
- “Home Care in Guildford”
- “Dementia Care in Woking”
- “Live-in Care in Farnham”
These rank better in local search than generic pages.
GDPR and Privacy
Care agencies handle sensitive data - your website privacy practices matter:
Privacy policy must cover:
- What enquiry data you collect
- How you secure it
- Who has access
- How long you keep it
- Right to deletion
Cookie consent:
If using Google Analytics, Facebook Pixel, or similar:
- Cookie consent banner
- Option to decline
- Explanation of what cookies do
Contact form data handling:
“We’ll use your information only to respond to your enquiry about care services. We won’t share it with third parties or use it for marketing without your explicit consent. Read our full privacy policy.”
Content That Builds Confidence
Beyond structure, the actual content needs to address family concerns:
Answer These Questions (Explicitly)
“How quickly can you help?”
Most families contact us during crisis (hospital discharge, carer burnout, sudden deterioration). We aim to:
- Respond to enquiries within 2 hours (business hours)
- Complete assessment within 24-48 hours
- Start care within 48-72 hours when urgent
Call us on [number] if you need care urgently - we’ll prioritise emergency cases.
“What if we’re not happy with our carer?”
We match carefully, but sometimes personalities don’t click. If you’re not comfortable, just tell us - we’ll arrange a different carer with no questions or awkwardness. Your loved one’s comfort is our priority.
“How do we know carers are actually doing their job?”
- Digital care notes after every visit (you can access online)
- Regular supervisor spot checks
- Care plan reviews every [X weeks]
- Direct line to care coordinator for concerns
- Family satisfaction surveys
“What happens in emergencies?”
Our carers carry emergency phones with 24/7 manager access. If your loved one has a fall, becomes unwell, or any concern arises, carers know exactly what to do:
- Ensure immediate safety
- Call 999 if needed
- Contact family
- Contact our on-call manager
You’ll never be left without support.
“Can we try before committing?”
Yes. We offer:
- Free assessment with no obligation
- First week trial period
- Cancel anytime with 7 days notice
We want you to feel confident before making longer-term commitments.
Page Structure Blueprint
Homepage
Hero section:
- Headline: Clear value proposition
- Subheadline: Service areas and care types
- CQC rating badge
- Primary CTA: “Get a Free Care Assessment”
- Secondary CTA: “Call [Number]” (click-to-call mobile)
Trust section:
- “Established [year], supporting [X] families”
- Key stats (years in business, staff retention, CQC rating)
- Badges (UKHCA, Skills for Care, etc.)
Care types:
- 3-4 main care types with photos
- Brief description + “Learn more” links
How we work:
- 3-4 step process from enquiry to care starting
- Reduces anxiety about “what happens next”
Testimonials:
- 2-3 detailed testimonials with photos (where permitted)
- Real names or “Mrs J., Guildford” (consent-dependent)
Two clear paths:
- Large button: “I need care for a loved one →”
- Large button: “I’m looking for care work →”
Footer:
- CQC rating and registration number
- Service areas
- Contact details
- Privacy policy
- Complaint procedure link (CQC requirement)
Care Type Pages (e.g., Dementia Care)
- What this care involves
- Your team’s specific training/experience
- How you approach this care type
- Who this is suitable for
- Cost guidance for this care type
- Testimonial specific to this care type
- FAQ specific to this care type
- CTA: “Discuss dementia care needs”
Join Our Team Page
- Why work for us (culture, values)
- Pay and benefits (transparent)
- What a typical day looks like
- Training and development
- Staff testimonials
- Simple application form
- CTA: “Start your application”
About Us Page
- Founder story (humanises the agency)
- Why we started (personal motivation)
- Team photos and bios (management/coordinators)
- Our values (with evidence, not just words)
- CQC rating and inspection history
- Awards/recognition
- Community involvement
Common Mistakes to Avoid
Mistake 1: Generic stock photos
Instantly kills trust. Use real staff photos or nothing.
Mistake 2: Hiding CQC rating
If it’s Good or Outstanding, show it everywhere. If it’s not, show it anyway with context.
Mistake 3: Vague service areas
“We cover the South East” tells families nothing useful.
Mistake 4: No pricing guidance
“Call for pricing” makes families suspicious and generates unqualified enquiries.
Mistake 5: Ignoring recruitment
Your website should work as hard recruiting carers as it does attracting clients.
Mistake 6: Making families search for contact info
Phone number should be in header on every page. Click-to-call on mobile.
Mistake 7: Complicated navigation
Anxious families won’t navigate complex menus. Keep it simple: Services, Areas, About, Join Team, Contact.
Mistake 8: No clear next step
Every page needs obvious CTA: Call, Book Assessment, Apply, Learn More.
Launch Checklist
Before going live, verify:
- CQC rating clearly visible on homepage
- Real staff photos throughout (with consent)
- Service areas explicitly stated with postcodes
- Each care type has dedicated page
- Pricing guidance provided
- Recruitment section with transparent pay
- Contact form works and includes GDPR consent
- Mobile-friendly (test on real phones)
- Click-to-call phone numbers
- Privacy policy published
- Cookie consent implemented
- Google Analytics installed
- All claims are accurate and evidenced
- SSL certificate active (HTTPS)
- Page load time under 3 seconds
- Tested on both iOS and Android devices
Measuring Success
Track these metrics monthly:
Family enquiries:
- Total enquiries per month
- Enquiry sources (organic search, ads, referrals)
- Conversion rate (enquiries to assessments to active clients)
Recruitment:
- Applications per month
- Quality of applications (qualified vs unqualified)
- Application to hire ratio
Website metrics:
- Traffic (total visitors)
- Mobile vs desktop split (should be 60-70% mobile)
- Most visited pages (tells you what matters to families)
- Bounce rate (are people engaging or leaving immediately?)
SEO rankings:
- “[Care type] in [town]” positions
- “Care agency [town]” positions
- Competitor comparison
Aim for 15-25% month-over-month growth in enquiries for first 6 months after launch, then stabilise.
The UK care market is competitive, but families are desperately seeking agencies they can trust with their loved ones. Most care agency websites fail to build that trust - generic stock photos, vague promises, hidden information.
Your website should demonstrate expertise, transparency, and humanity. Show real people providing real care. Be specific about what you offer and where you offer it. Make it easy for families to take the next step.
And don’t forget your second audience: the carers you need to deliver that care. Your website should recruit as actively as it markets.
Build trust with families, attract quality staff, and differentiate from competitors who are still using that same stock photo of a smiling elderly person holding hands with a nurse. Your website can be your best business development tool - if you build it right.
