Marketing, Lead Generation and SEO Audit - Care Homes

Relevant CQC Fundamental Standards

Regulation 17: Good governance

Answered 0 / 30(0% complete)

Note: This is the "clipboard" version of the audit. Only allocate tasks to users once you are satisfied that the audit is complete and accurate. Once saved, it is added to your Compliance Calendar as the final version for that month, where you can allocate tasks, upload evidence, and manage actions.

Score

0%

N/A counts as Yes (full credit). Unanswered reduces the score until completed.

Breakdown

0 Yes •0 No •0 N/A •30 Unanswered

0%100%

Answers Overview

0%Score (Yes + N/A)
Yes
0
No
0
N/A
0
Unanswered
30

Questions

0/30 answered

  • Q1 | Unanswered

    Is there a clear marketing strategy for the care home that defines target audiences, priority services, catchment areas, differentiators and lead goals?

    Evidence to check

    • • Documented marketing plan with target audiences such as self-funders, families, discharge referrals or professionals
    • • Clear local catchment areas and occupancy goals
    • • Defined USP such as dementia care, nursing care, respite, luxury, activities or specialist support
    • • Monthly or quarterly marketing objectives linked to enquiries, tours and admissions
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q2 | Unanswered

    Does the website clearly explain what the home offers, who it is suitable for, location, vacancies, fees approach and how to enquire?

    Evidence to check

    • • Clear service pages for residential, nursing, dementia, respite or other offer types
    • • Location, contact details and enquiry route visible on key pages
    • • Content answers common family questions without vague wording
    • • Pages written for decision-makers, not only for regulators or professionals
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q3 | Unanswered

    Are the website's homepage and main service pages written to convert families into enquiries, visits and calls rather than just describe the business?

    Evidence to check

    • • Clear calls to action such as book a visit, request a brochure, call now or enquire
    • • Trust signals placed near enquiry prompts
    • • Key benefits and outcomes explained in plain English
    • • Page layout makes next steps obvious on mobile and desktop
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q4 | Unanswered

    Is the care home visible in local Google searches for relevant terms such as care home in [town], dementia care in [area], nursing home near me or respite care [location]?

    Evidence to check

    • • Search results spot checks for priority keywords
    • • Presence in local map pack or organic search results
    • • Location pages aligned to the areas the home actually wants to attract from
    • • No major mismatch between target geography and ranking visibility
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q5 | Unanswered

    Is the Google Business Profile fully completed, accurate and actively managed to improve local visibility and trust?

    Evidence to check

    • • Correct business name, category, address, phone number and opening details
    • • Services, description, photos and attributes completed
    • • Regular review monitoring and profile updates
    • • Profile is owned and managed by the business, not lost to a third party
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q6 | Unanswered

    Are reviews on Google and other key platforms actively encouraged, monitored and responded to in a professional and compliant way?

    Evidence to check

    • • Recent reviews on Google and relevant directories
    • • Responses to positive and negative reviews
    • • Internal process for requesting reviews from appropriate families or stakeholders
    • • Review themes analysed for marketing and service improvement insight
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q7 | Unanswered

    Do website pages target the search intent of families and referrers by answering real questions about care, costs, eligibility, visiting, activities and quality of life?

    Evidence to check

    • • Service pages address common pre-admission questions
    • • Blog or advice content supports informational searches
    • • Content is specific to the care home's offer and audience
    • • No generic SEO filler content with little decision-making value
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q8 | Unanswered

    Are title tags, meta descriptions, headings and page structure written clearly for both search visibility and click-through from search results?

    Evidence to check

    • • Unique page titles for main pages
    • • Meta descriptions written to encourage clicks
    • • Clear H1 and heading hierarchy
    • • No obvious keyword stuffing or duplicated metadata
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q9 | Unanswered

    Does the website include location-relevant content for the towns and areas the care home genuinely serves, without creating thin or duplicated SEO pages?

    Evidence to check

    • • Useful area or location content exists only where there is a genuine catchment strategy
    • • Pages include meaningful local relevance, not just swapped place names
    • • No mass-produced duplicate town pages
    • • Location content supports both SEO and user confidence
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q10 | Unanswered

    Are service pages and local landing pages indexed properly and technically accessible to search engines?

    Evidence to check

    • • Pages appear in Google index when checked
    • • No accidental noindex tags on priority pages
    • • XML sitemap exists and includes key pages
    • • Search Console is connected and monitored
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q11 | Unanswered

    Is the website mobile-friendly and easy to use for family members searching on phones, especially when trying to call, enquire or get directions quickly?

    Evidence to check

    • • Mobile layout loads and displays clearly
    • • Click-to-call and enquiry buttons visible on mobile
    • • Forms are easy to complete on smaller screens
    • • No key content hidden or broken on mobile devices
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q12 | Unanswered

    Are website speed, stability and usability good enough to support conversions and search performance?

    Evidence to check

    • • Pages load quickly on mobile and desktop
    • • Large images are optimised
    • • No obvious layout shifts or broken elements
    • • Slow pages are identified and improved
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q13 | Unanswered

    Are enquiry routes clear, simple and available across the website, including forms, phone, email, brochure request and visit booking?

    Evidence to check

    • • Multiple enquiry routes available where appropriate
    • • Forms are short enough to complete easily
    • • Phone number visible in header and contact areas
    • • No dead links or broken forms
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q14 | Unanswered

    Are all key lead actions tracked properly in GA4, such as form submissions, phone clicks, brochure downloads, direction clicks and visit requests?

    Evidence to check

    • • GA4 installed correctly
    • • Important actions configured as key events
    • • Lead events tested and firing correctly
    • • Management can identify which channels generate real enquiries
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q15 | Unanswered

    Is there a process to respond to enquiries quickly, consistently and in a way that improves the chance of converting them into tours and admissions?

    Evidence to check

    • • Documented enquiry handling process
    • • Lead response times tracked
    • • Follow-up process after missed calls or form submissions
    • • Staff know who owns leads and how they are progressed
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q16 | Unanswered

    Are enquiry sources tracked accurately so the home knows whether leads come from Google organic search, Google Business Profile, paid ads, directories, social media, referral partners or direct traffic?

    Evidence to check

    • • Lead source captured in CRM, spreadsheet or enquiry log
    • • Source data compared against GA4 and call tracking where used
    • • Unknown or unattributed leads kept to a minimum
    • • Marketing decisions based on real source data
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q17 | Unanswered

    Are directory listings, care home marketplaces and third-party profiles accurate, current and aligned with the home's brand, contact details and service offer?

    Evidence to check

    • • NAP details consistent across major listings
    • • Descriptions and services are up to date
    • • Photos and review links are current where possible
    • • Incorrect duplicate or outdated listings are cleaned up
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q18 | Unanswered

    Is the care home using content marketing in a way that builds trust, supports SEO and answers real family concerns rather than publishing low-value articles?

    Evidence to check

    • • Blog or resource content tied to real search demand and family questions
    • • Content is specific, useful and locally relevant
    • • Articles link to related service pages
    • • Low-performing or outdated content is reviewed and improved
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q19 | Unanswered

    Are trust signals strong enough online to reassure families before they make contact?

    Evidence to check

    • • Testimonials, reviews, case studies or family feedback included appropriately
    • • CQC rating and inspection information displayed accurately
    • • Clear staff, environment and activity photography
    • • About page, leadership information and contact details build confidence
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q20 | Unanswered

    Are photos and videos current, high quality and representative of the real home, staff culture, facilities and resident life?

    Evidence to check

    • • Recent photos of bedrooms, lounges, dining, gardens and activities
    • • Visuals reflect the actual experience families can expect
    • • Consent and privacy handled appropriately
    • • Low-quality, outdated or misleading visuals removed
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q21 | Unanswered

    Is social media being used strategically to support trust, visibility, recruitment, community engagement and referral confidence rather than posting without purpose?

    Evidence to check

    • • Regular posting plan or clear use case for each platform
    • • Content supports brand trust and local awareness
    • • Engagement and enquiries from social are monitored
    • • Social media activity aligns with the home's actual audience and goals
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q22 | Unanswered

    Are paid advertising campaigns, if used, targeted carefully and measured against enquiry quality rather than just clicks or impressions?

    Evidence to check

    • • Campaign goals linked to leads, tours or admissions
    • • Location and service targeting set correctly
    • • Landing pages aligned with ad campaigns
    • • Cost per lead and lead quality reviewed regularly
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q23 | Unanswered

    Are referral relationships with hospitals, discharge teams, social workers, case managers, local professionals and community partners actively developed and reviewed?

    Evidence to check

    • • Referral partner list or relationship plan
    • • Records of outreach, visits or partnership activity
    • • Referral source tracking in enquiry logs
    • • Professional referrers receive accurate, timely information
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q24 | Unanswered

    Is the brand positioning clear enough that families can understand why they should choose this home instead of another local option?

    Evidence to check

    • • Clear USP across website, brochures and profiles
    • • Messaging consistent across channels
    • • Brand language reflects the actual resident experience
    • • No generic claims that could describe any care home
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q25 | Unanswered

    Are brochures, downloadable materials and email follow-up messages current, useful and aligned with the website and enquiry journey?

    Evidence to check

    • • Brochure content matches current services and pricing approach
    • • Materials answer common family questions
    • • Follow-up emails exist for enquiries and visits
    • • Documents reinforce trust and next steps rather than repeat generic wording
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q26 | Unanswered

    Is there a structured lead nurturing process for families who enquire but are not ready to move immediately?

    Evidence to check

    • • Follow-up schedule after initial enquiry
    • • CRM notes or enquiry tracker shows staged follow-up
    • • Useful follow-up content such as guides, reassurance and visit invitations
    • • Leads are not lost after one unanswered call or email
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q27 | Unanswered

    Are compliance, accuracy and reputational risks managed in marketing content, including claims, ratings, testimonials, images and regulated wording?

    Evidence to check

    • • Marketing claims checked for accuracy
    • • CQC ratings displayed correctly and not misleadingly
    • • Consent recorded for testimonials, photos and videos
    • • Outdated or non-compliant claims removed promptly
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q28 | Unanswered

    Is the website using internal links, clear navigation and logical page journeys so visitors can move easily from information to enquiry?

    Evidence to check

    • • Related service pages link to each other sensibly
    • • Blog posts link to enquiry-relevant pages
    • • Navigation supports quick path to contact or book a visit
    • • Users are not stranded on isolated pages
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q29 | Unanswered

    Are marketing results reviewed regularly at management level, including rankings, traffic, leads, enquiry quality, conversion rate, occupancy impact and return on spend?

    Evidence to check

    • • Monthly marketing report or dashboard
    • • SEO, paid, directory and referral performance reviewed together
    • • Lead quality and conversion discussed, not just traffic volumes
    • • Marketing decisions tied to occupancy and revenue goals
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

  • Q30 | Unanswered

    Is marketing and lead generation treated as a continuous improvement process, with testing, review and adaptation based on current search behaviour, competition and results?

    Evidence to check

    • • Regular review of website pages, campaigns and local SEO visibility
    • • A/B testing or iterative improvement of key pages where possible
    • • Competitor and market review included in planning
    • • Changes made based on real data rather than assumption
    Supporting Notes
    No notes yet.
    Notes are stamped with your name, date and time.

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