Client

Challenge

Making it easier for families to research and enquire about care homes online.

Key results

Over 8,000 visits to care home landing pages – more than double the previous period.
24.38% increase in organic sessions.
53.68% increase in returning users (2,339 vs 1,522).
Keyword ranking improvements, e.g. “residential care homes rugby”, moving from page 3 into the top 3 positions.

Digital marketing services

How WCS Care Group Doubled Care Home Page Visits and Grew Organic Traffic by 24% in 6 Months

WCS Care Group aimed to engage more families looking for private care, but their existing digital platform was hindering growth. Working collaboratively with WCS Care, we overhauled their online presence by creating a user-focused website, implementing strategic SEO, and developing a targeted content strategy. Within 6 months, WCS Care saw an increase in online engagement from families searching for care options.

The Challenge

WCS Care Group is Warwickshire’s leading not-for-profit care home provider, offering dementia and residential care across the county.

The previous WCS Care website, built on Umbraco, was outdated, difficult to update, and poorly optimised for mobile devices, which significantly restricted its SEO visibility and user engagement. This limited the WCS’s ability to grow its private residential care base.

WCS Care’s internal team required a cost-effective solution to improve performance and regain control over their website management.

Our Approach

We developed a strategy to support WCS Care’s goal of digital independence, building their capacity through a user-friendly website and training their team. We enhanced visibility through targeted SEO and local search, helping families find them easily.

Having experience with charities like St John’s Hospice and The Sophie Lancaster Foundation, we understood the unique demands and challenges that non-profits face.

Every decision was driven by WCS Care’s goal of sustainable and efficient operations – using a website they could manage independently, without relying on ongoing external support.

Phase 1: Fully responsive modern website, with improved user experience

A full website design and build, and launching a versatile WordPress website based on WCS Care’s existing content structure, but with a greatly enhanced experience.
We also ensured WCS Care’s in-house team could confidently manage content, upload new assets and make future improvements independently.

Stronger brand identity: Clearer typography, consistent imagery and a better visual hierarchy created a more modern, trustworthy experience that reflects WCS Care’s values.
Flexible content management: The new WordPress CMS made it easy for the WCS Care team to update pages, publish news and adjust content without needing technical support.
Conversion tracking and analytics: Robust tracking was added to enable WCS Care to see which channels and pages were driving enquiries and meaningful engagement – something the previous platform could not provide.

Mobile-friendly design: Ensuring families could easily explore homes on any device.
‘Find a Home’ interactive map: Allowing users to quickly locate the right care home by region, care type and proximity.
Redesigned care home pages: The individual homes’ pages were improved to provide a better gallery of images, quick glance icons for facilities, and the embedding of videos, as well as staff biographies – content that families had specifically asked to see.

Phase 2: Strengthening Discoverability with SEO

With the foundations of a new website in place, the focus shifted to making it easy for families to find WCS Care online.

We started with thorough SEO, content marketing, and PPC audits to understand how families were finding – or overlooking – WCS Care in search results. Then we implemented a targeted SEO programme.

Targeted keyword plan: Focusing on high-intent care‑ and location-related terms across Warwickshire and surrounding areas.
Enhanced local listings: Optimising Google Business Profiles and other local listings to capture “near me” and area-based searches.
Technical SEO improvements: Leveraging the new WordPress framework to improve crawlability, site speed and on-page optimisation.

The Results

After just six months of working together, WCS Care saw measurable improvements across business, marketing and operational metrics.

The new website now acts as an effective digital ‘shop window’, giving families immediate access to the information they need when shortlisting care homes.

SEO & Engagement Performance

Keyword ranking improvements, including core terms such as “residential care homes rugby”, moving from page 3 into the top 3 positions, increasing local visibility for priority locations.
Over 8,000 visits to care home landing pages in 6 months – more than double the previous period.
24.38% increase in organic sessions.
53.68% increase in returning users (2,339 vs 1,522), indicating stronger engagement and repeat visits as families continue their research.
Families have shared that the website provides everything they need to know, aside from a few final personal questions specific to their circumstances.

Operational Benefits

A fully manageable WordPress CMS with secure hosting, backups and SSL protection.
Conversion tracking gives WCS Care visibility into what drives enquiries and interest, helping them prioritise their marketing efforts.
The internal team can efficiently update and maintain the site, significantly reducing turnaround times for content updates and announcements.
Ongoing training and support from SQ Digital ensure the site and strategy continue to evolve alongside WCS Care’s needs.

Client feedback

“As a charity, it was important for us to work with an agency that could take a flexible approach while ensuring solutions were delivered in a cost-effective way. SQ Digital have taken time to get to know us to achieve what we needed. Our new website is much easier for customers to navigate and simpler for us to manage in-house. On top of that, our SEO rankings are steadily improving, and with the ideas and ongoing support from SQ Digital, we now have a clearer picture of what we need to do to keep building on that success”
Jo Cheshire, Director of Marketing and Communications – WCS Care Group

WCS Care has a strong digital foundation and a better understanding of how families engage with their services. SQ Digital continues to support the WCS Care team with ongoing SEO, content optimisation, UX improvements informed by analytics and feedback, and training as required. This partnership ensures WCS Care’s digital presence keeps pace with the needs of families and the wider care sector.

If you’re a care provider or not-for-profit organisation looking to modernise your website, improve your SEO and give your team more control over digital, we can help.

Talk to our team