A Proven Strategy for Increasing Private-Pay Occupancy
The Challenge
Ashberry Healthcare, a care home provider with eight locations, faced critical digital marketing challenges:
- A fragmented online presence with seven separate microsites, reducing search visibility.
- Lack of informative content to guide self-funding families.
- Incorrect analytics setup, leading to unreliable data.
They needed a trusted marketing partner to drive more private-pay residents while improving brand visibility.
The Results at a Glance
- 20 new private-pay residents (£1.14M in estimated revenue)
- 150% increase in organic website visitors
- 47% rise in care home enquiries
- 10X increase in local search traffic
- 84% increase in conversion rates quarter-on-quarter
Our Approach: From Fragmented to Focused
1. Website Consolidation & Local SEO Enhancement
We merged six standalone location websites into a single, well-optimised platform. Each care home now has a dedicated landing page, significantly improving local search rankings and leading to a 10X increase in local traffic.
2. Service Page Overhaul for Higher Engagement
We redesigned and rewrote all service pages to align with user intent. This resulted in a 53% increase in organic sessions to these high-converting pages.
3. Launching the ‘Help & Advice’ Blog
Families navigating care decisions need clear guidance. We built a dedicated blog addressing key concerns such as care funding, costs, and the placement process. 42 in-depth articles now position Ashberry as a trusted resource.
4. Accurate Analytics & Performance Tracking
We overhauled their tracking system by migrating to Google Analytics 4, implementing Looker Studio dashboards, and integrating Cookiebot. Ashberry now receives reliable data-driven insights to optimise marketing efforts.
5. A New Website Built for Conversion
To capitalise on growing traffic, we launched a brand-new website in just six months. The result? An 84% increase in conversion rates quarter over quarter.
You can view the Ashberry Healthcare website here: ashberry-care-homes.co.uk.
6. Engaging Video Content to Build Trust
We produced a personalised video series for each of Ashberry’s eight care homes, including:
- Welcome Video
- Manager Interview Video
- Client Testimonial Video
These videos now enhance engagement and trust across Ashberry’s website and social channels. You can view an example of one of these videos below:
7. Supporting Occupancy Growth in New Locations
We successfully integrated Ashberry’s two newest homes, Engelberg and The Weir, into the website. Targeted digital marketing helped Engelberg increase occupancy from 75% to 100% in under six months.
Client Testimonials
Claire Fry, Operations Director at Ashberry Healthcare:
“To boost enquiries and increase care home occupancy, we knew we had to improve our organic search visibility. The team at Care Launch has been great—completely honest about our lack of organic performance and highly effective in delivering results.
We are seeing a clear upward trend in organic enquiries. Having Brendan regularly visit our office has helped our teams understand and buy into our digital marketing strategy. We’re excited to continue growing with Care Launch’s support.”
Why Care Launch?
A Marketing Partner, Not Just an Agency
We prioritise human connection and hands-on collaboration:
- Face-to-face support: Brendan spends a full day at Ashberry’s Head office every other month at least.
- Minimal client workload: We handle everything so their team can focus on operations.
- Proven ROI: Ashberry increased their marketing spend from £700 to £3,500/month because they saw tangible results.
- Peace of mind: They trust us to flag issues before they become problems.
Ready to Increase Private-Pay Occupancy?
Book a call with the team today to see how Care Launch can help your care home attract more private-pay residents.
Make an enquiry today
