Why your Google Business Profile matters more than your website
For most UK private care homes, the Google Business Profile drives more family enquiries than the website does. When someone searches "care homes near me" or "care home in [town]" on a phone, the map pack appears first, often filling the visible screen before any organic result loads. A complete, active profile is the single highest-leverage piece of local marketing you can own.
Step 1: claim or create the profile
Search your registered care home name on Google Maps. One of three things will happen:
- A profile exists and is unclaimed. Click "Claim this business" and verify ownership.
- A profile exists and is claimed by a previous manager or agency. Request access through Google's official transfer process.
- Nothing exists. Go to business.google.com and create a new one.
Verification is usually by postcard to the registered address (5-10 working days) or by phone. Do not use a personal Google account; create or use a business Google account so the profile can be passed between staff without losing access.
Step 2: nail the core information
These fields drive ranking and trust more than any other:
- Name: your registered home name exactly as it appears on CQC and your signage. Do not stuff keywords ("Sunnydale Care Home, Best Dementia Care in Bath") — Google will suspend the profile.
- Address: full registered postal address, identical to your website footer, CQC listing and carehome.co.uk entry.
- Phone: a real, answered number. Tracked phone numbers can be used but the main number must also remain visible somewhere.
- Website: your home's specific page, not the parent group homepage.
- Hours: 24/7 for a residential care home. Set holiday hours for the office or admissions team if those differ.
Step 3: pick the right category
Primary category is the single biggest ranking lever. Pick the one that matches your CQC registration:
- Nursing home — for nursing-registered care.
- Retirement home — for residential care without nursing.
- Hospice — only if you are registered as a hospice.
Then add secondary categories that reflect everything else you do: Assisted living facility, Dementia care, Respite care, Day care center. Each secondary category adds search terms you can appear for without diluting your primary signal.
Step 4: services, attributes and the from-the-business description
List every service you provide as a separate Service in the profile (Residential, Nursing, Dementia, Respite, Palliative, End-of-life). Add attributes families search by: wheelchair accessible, parking, garden, on-site GP visits, hairdresser, pets welcome.
The "from the business" description is 750 characters. Use them well: who you care for, the registration you hold, what makes the experience for residents different. Avoid clichés ("home from home", "we treat everyone like family"). Be specific.
Step 5: photos — the bit most homes get wrong
Google's data consistently shows profiles with 100+ photos earn 2-3x more direction requests and calls than those with 10-20. Aim for a steady drip rather than one big upload. Mix six types:
- Exterior — front entrance, signage, parking, garden in different seasons.
- Communal areas — lounges, dining room, activity rooms, hallways.
- Bedrooms — at least three room types, made up and lived-in.
- Food — meals as actually served, not stock photography.
- Activities — residents engaged in real activity, with signed consent for anyone identifiable.
- Team — managers, key carers, the chef, the maintenance lead.
Refresh weekly. Avoid stock photos at all costs. Families can tell.
Step 6: a weekly posting habit
Posts are short updates that appear on your profile and signal an active business. Once a week is plenty. Rotate the types:
- Events: open days, family afternoon tea, charity coffee mornings.
- Offers: respite stays available, short-term beds.
- Updates: garden refurb, new minibus, recruitment milestones.
- Highlights: photo of the week (with consent), staff anniversary, CQC inspection result.
Each post needs a real photo, two to three sentences, and a clear call-to-action button.
Step 7: the review programme
Reviews are the single biggest trust signal and a major ranking factor. The pattern of homes that consistently win their local map pack: 40-150 Google reviews, 4.6+ average, at least one new review in the last 30 days.
Build a structured ask:
- After a successful admission (week 2 family check-in).
- After every six-monthly family review meeting.
- After a milestone moment (birthday, family party, end-of-life care delivered well).
Send the review link by text the same day. Reply to every review — positive ones with warmth, negative ones with calm professionalism, without disclosing anything identifiable.
Step 8: Q&A and messaging
The Q&A section is public and anyone can answer. If you do not seed it, random users will. Add the five most common family questions and answer them yourself: fees, visiting hours, dementia provision, food, parking. Turn on messaging if you can commit to a same-day reply.
What to do if your profile gets suspended
Suspensions usually come from keyword-stuffed names, fake addresses, inconsistent details across the web, or a sudden review spike. If suspended, fix the trigger first (correct the name, align the address, remove any incentivised reviews), then file a reinstatement request through the official Business Profile help form. Reinstatement typically takes 5-14 days.
Measuring impact
The Google Business Profile dashboard shows three numbers that matter: profile views, direction requests, and calls. Track all three monthly. A well-optimised profile in a typical UK town will produce 10-40 direct phone calls a month — most of which never visit your website.